The Client
SmartMove is a digital services connection platform that has been simplifying the moving process for nearly 15 years. They specialize in helping individuals and families maintain their digital connectivity when relocating by connecting them with optimal Internet, TV, phone, and smart home service providers nationwide.
Client:
Smartmove
Industry:
Telecom
Solutions:
SEO
Content
Data & AI
Strategy
The Challenge
Our goals were both customer-facing and business-focused. Due to SmartMove being in a highly competitive space, and since we could never achieve the link profile of direct and indirect competitors without significant time and resource investment, we leaned in hard to understand customer needs and search behavior. We identified how searchers were looking for the services SmartMove provided and developed a strategy that would maximize meeting those searchers’ needs.
To succeed, we would need to:
This allowed us to identify key content that needed to be included in the city pages in order to rank.
- FCC data to gather providers by zip code and key features about them such as internet speeds, type of internet connections (cable vs fiber), Wi-Fi hotspots, and more.
- Data from clients on internet plan availability to ensure service offerings and accurate pricing.
This included features such as:
- Most popular plans in city for light users, for families, for home office.
- Best plans by persona including home office, gamers, seniors, students, military.
- Understanding the best internet speed based on number of users and devices.
- A link to an internet speed quiz.
- Understanding the difference between DSL, cable, satellite, and fiber internet.
- Helpful guides and tips such as “How to Watch ESPN Without Cable” or “How to Speed Up
- Internet on Your iPhone.”
- Overview of popular modems & routers.
- Provider ratings.
We then aligned the critical purchase intent content to landing pages.
Previously, the state pages were under a resource section. We changed this so the state and city pages were under “Internet” in the main nav to build that silo, so: Internet -> State -> City.
The Outcome
Smartmove.us previously had a lot of content centered on moving from one city to another, but users don’t search for internet, cable, or phones that way. Their intent is much more service-oriented such as “internet providers in Tulsa.”
Our strategy to create city pages for the top 2,000 cities in the U.S. has paid off. The pages launched in February and have been a major success in a short time period.
- 764% Increase in qualified leads
- 812% Increase in new organic users
- 66% Increase in top 3 keywords
Transforming Brands to Support Strategic Growth
At LOCOMOTIVE, we build brands that open doors — to new markets, better business opportunities and long-term commercial impact. Whether you are preparing to scale, expand internationally or position for investment, we streamline the path from ambition to outcome.
