Smartmove.us helps customers find internet and tv providers when moving to a new location in the highly competitive telecom space. Our goals were both customer-facing and business-focused.
1). Increase organic leads for internet services.
2). Restructure how users interact with the site to create a smart and ultra-intuitive website that allows users to easily handle moving their digital life when moving their physical location. A more seamless experience will drive more leads.
Due to them 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. We crawled and analyzed over 50,000 web pages to identify the types of data high-ranking pages provided, and then built out 2,000 city pages to provide the information that people searching for internet, TV, and other telecom services in specific cities desired.
Increase in qualified leads
Increase in new organic users
Increase in top 3 keywords
What We Did
Crawled & Analyzed More than 50,000 Pages to Identify Content Intent
This allowed us to identify key content that needed to be included in the city pages in order to rank.
Utilized Numerous Data Sources In Order to Create Unique Content
- 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.
Created Many Touchpoints to Help Users Decide on Best Plans
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.
Provided Educational and Unbiased Information To Users
- 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.
Organized Content By Persona & Criticality to Purchase Intent
We then aligned the critical purchase intent content to landing pages.
Restructured Site’s Information Architecture to Help Topical Relevance
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.
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.