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Webology, based in Birmingham, Alabama, is a full-service digital marketing agency that specializes in Search Engine Optimization (SEO), sales automation, and programmatic advertising.
Founded in 2016 by Blake Akers, the agency has leveraged scientific SEO techniques and sophisticated programmatic ad strategies to provide tangible results for their clients. With a strong focus on local SEO, Webology is committed to boosting online visibility and driving targeted traffic for businesses through customized digital marketing strategies.
The Challenge
In the seasonal crowded world of lawn care, it’s tough for a business to get noticed. With many other landscapers nearby and a big city just around the corner, making sure the client of Webology stood out was crucial for attracting more customers.
Before the owner of a landscaping business, Dave (made up name) teamed up with Webology, he mostly got his leads the old-fashioned way—offline. Considering how tough it is to get noticed online among so many competitors, the agency needed to set up a lead generation system for Dave that was as neat and easy to manage as the lawns he cares for.
The Solution
Below you’ll find a list of all activities Webology performed to successfully help Dave and his landscaping business achieve the main goal - increase landscaping clients, and even land a $500,000 deal. Let's dive into the workflow:
Step 1: Building dedicated service pages for each offer
The strategy centered on creating specific pages for each service offered and for each local area the company served, particularly targeting less competitive suburbs with populations under 10,000 to maximize visibility and lead potential.
The pages were designed to maximize conversions. Blake selected a premium theme tailored for landscapers, which was then customized to reflect the client's brand. Key features included multiple contact forms, a photo of the owner, and the business phone number. Below is a table showcasing the services and the associated keywords Webology targeted.
Common keywords and related phrases:
Step 2: Creating location pages for the top 14 locations served
Once the service pages were created, it was time to create location pages for the top 14 locations to allow Dave’s site to rank for multiple location-based searches.
The agency used POP to analyze top-ranking competitors in each city, ensuring the content was locally focused.
POP provided insights on how our content measured up to competitors, including recommendations on images, HTML elements, schema markup, and other essential components to build an ideal page for the target keywords and location. POP suggested many keywords that weren’t directly related to landscaping but were relevant to the area.
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To creatively incorporate these, Blake and his team added a section for newcomers, featuring local attractions, schools, and restaurants. This allowed the agency to expand slightly off-topic while still including important local terms to boost rankings.
Step 3: Create social media profiles and include them in the website sameAs Schema
Next, it was time to optimize schema. Webology used the RankMath plugin to streamline setup. By combining it with POP’s schema generator, they were able to efficiently customize markup at the page level.
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💡 POP’s AI-powered Schema tool allows you to spy on your competitors’ schema and automatically generate complex schema types with just one click.
For social media, Webology prioritized main platforms like Facebook and LinkedIn but recommended creating profiles on at least 25 platforms to reinforce brand identity and protect against imitators. Typically, they linked the top 5-6 profiles directly on the website as follows:
Step 4: Content silos
Keeping content 'fresh' builds relevancy and signals to Google that the site is active, not outdated. Additionally, it allows for consistent backlinking to the client’s own content.
The agency set up a blog and strategically interlinked posts, also linking them back to the client’s location pages.
Step 5: Google Business Profile Optimization
Early in the campaign, Webology helped the client secure a 3-pack ranking and the top organic spot.
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Webology also collaborated with Dave to earn 5-star reviews, which provided social proof for potential leads and signaled trustworthiness to Google. Google tends to feature businesses with high review counts more prominently, and displaying these reviews on the client’s website further boosted confidence among sales leads.
Step 6: Build citations on prominent business directories
The agency built citations on prominent business directories as well as niche directories specific to home service industries, creating valuable backlinks across the web and establishing a strong online presence for Dave in the landscaping and lawn care space.
Due to budget constraints, Webology proceeded gradually in the first three months, starting with submissions through SEMrush’s local listings tool.
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Following this, the link-building team added 2-3 citations per month. This steady pace proved effective, allowing the client to outperform local competitors and even surpass major directories like Yelp in search rankings.
With a larger budget, Webology would have expanded to include data aggregators and additional niche directories.
Step 7: Optimize for EEAT
Next, the agency used POP to optimize EEAT signals and make Dave’s site more trustworthy in Google’s eyes:
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💡 POP has two tools to help you dial in your EEAT signals.
First up, POP’s standard EEAT tool is designed to evaluate your content from an overall website perspective. It will show you which EEAT signals are absent from your page and which signals your competitors have. Run this tool as a bare minimum for EEAT optimization.
POP’s newest EEAT tool is called NextGen EEAT. This version of the tool is designed for page-level feedback. It will evaluate the quality of your web content and tell you if you’ve written what Google considers to be “good” content. Run this tool for a more in-depth analysis.
The Results
Soon after Webology got to work, Dave’s online presence began to thrive.
Dave’s website traffic grew steadily, even during the off-season. You can see a noticeable increase in traffic during November and January, followed by a big spike in early spring that continues to climb.
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Dave had set a goal of reaching a hundred customers, and he hit that mark within the first year, even before the slower season began. His team was able to keep working through January and February, tackling landscaping projects that didn’t rely on grass growth.
Dave also started attracting significant commercial attention since he became the top result on Google Maps for his area. This visibility positioned him as the leading choice, and it continued to build momentum.
Some standout leads came in, too—one included the opportunity to bid on a half-million-dollar project for a car manufacturing plant. On the residential side, he secured a $500-a-month contract for landscaping at a property on the ninth hole of a major golf course.
These leads came because Dave was willing to push through a slow start and stay committed to Webology’s SEO strategy, completely transforming his business. His leads converted at a solid 50%, often resulting in higher-paying clients.
To help him make the most of these opportunities, Webology coached Dave on key practices:
- Responding quickly to new leads with a phone call
- Being prepared with an estimate or scheduling an on-site visit by the next day
This approach proved especially valuable for securing commercial leads like the one shown above.
Blake and his team at Webology delivered exceptional results, exceeding targets and driving phenomenal growth for a local landscaping client with a limited budget.
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