When the VP of Marketing of this Internet Service Provider came to us, they had a very well-defined objective: They were entering a new region in the U.S. and wanted to leverage SEO as a digital marketing channel to bring in new customers from this region.
Like any new SEO campaign, we started with an audit to identify all of the problems that needed to be fixed. For us, an SEO audit is a great way to understand the business, the ICP (Ideal Customer Profile), and really think about the SEO strategy that will maximize value for the brand.
Every company's website has its history, and any SEO-related technical issues that exist are equally unique. For this ISP, the primary challenges we identified were:
We developed a comprehensive SEO strategy that addressed each of the identified issues while building a sustainable foundation for long-term growth. Our approach combined technical SEO fixes with strategic content creation and backlink cleanup.
We built individual location pages to target specific regional keywords like "Best High Speed Internet in [Location]." It took a bit of convincing, but we went forward with it. Over time, this turned out to be extremely beneficial—the ISP now ranks at top positions for "best internet in [location]" searches. Whenever anyone tries to find the best internet service in their area, or generally looks up internet providers, the ISP shows up at the top.
A simple thing to fix, but often what starts driving most of the relevant traffic for a brand. We optimized each page for the right keywords, especially the older content they had published. We instantly saw a major uptick in rankings and traffic because of this work.
This is a controversial topic in SEO. Many say that disavowing spammy backlinks is not needed because Google's algorithm is smart enough to identify toxic backlinks. Our POV is simple: It takes a day or two to disavow all spammy backlinks after a manual review. You have to be very careful, but there's no harm in disavowing something that's clearly spam. After our disavow work, we saw the site instantly becoming more 'trustworthy' in Google's eyes—more featured snippets, more appearances in People Also Ask, and generally rankings tended to increase.
The combination of technical fixes, strategic content creation, and backlink cleanup delivered remarkable results that continue to compound over time.
This case study reinforces several important SEO principles that apply across industries:
If you're targeting multiple specific locations, dedicated location pages are essential for capturing local search intent and ranking for geo-specific keywords.
Optimizing existing content with the right keywords can deliver quick wins and immediate traffic increases without creating new content.
Taking time to clean up toxic backlinks can improve your site's trustworthiness and unlock better rankings across your entire domain.
When done right, SEO becomes a sustainable source of new customers that compounds over time, reducing reliance on paid acquisition.
Whether you're entering a new market or looking to dominate your existing one, we can help you build an SEO engine that delivers sustainable growth.