Utilizing a blend on SEO and SEM to capture leads
SEO, Paid Ads, Web Development
Roam is a shared workspace offering flexible month-to-month memberships, offices, and offsite meeting spaces. The innovative workspace was born in 2008 with the goal of providing a better solution for remote workers on the go. Since their start in Alpharetta, they’ve grown into new locations and new service offerings. They’ve since expanded into larger meeting rooms and dedicated offices that promote quality service and hospitality. You can now find Roam workspaces around Atlanta, Georgia and in Dallas, Texas.
Before partnering with 20North, marketing efforts focused on content development, in-person events, and partnership strategies with a ton of untapped digital strategies. As COVID concerns eased, there was a clear need to optimize Google as a marketing channel.
After an initial look at organic traffic, Roam faced the problem a lot of businesses face on Google: The majority of their traffic was coming from branded terms. Without ranking for important, non-branded terms, Roam found their site to be stagnant in organic users and conversions.
Roam had the opportunity to rank for more relevant keywords, which would not only pull in more organic traffic but more relevant organic traffic. Some of the non-branded keywords that were untapped were location-based. With so many locations in the Atlanta area, our team saw a need for location landing pages that would capture consumers looking for local workspaces.
On top of SEO opportunities, Roam hadn’t invested considerable time and money into their Google Ads, leaving space for 20North to run a campaign and pull in qualified leads.
Additionally, 20North utilized paid ad strategies to capture high-intent keywords. This drove high-quality leads that converted at higher rates. Our work was successful in not just bringing in more traffic, but bringing in more traffic that is likely to convert.
With the help of 20North, Roam was able to understand where their organic traffic was coming from and how they could find more relevant, conversion-friendly users on Google. They were also able to target consumers in specific locations, with the development of new landing pages.
After 3 months with a clear increase in organic traffic and conversions, 20North added Google Ads to the long-term partnership. The combination of SEO & SEM is the key to winning on Google, ensuring Roam is showing up for what its consumers are searching for.
“20North has been an incredible partner, and I highly recommend their SEO and Google advertising services! Devon and his team offer incredible expertise, and our company has seen a tremendous return on our investment. It’s fun to work with partners that take a genuine interest in your success. I appreciate the 20North team’s valuable insight, dedication to excellence and quick response time. I look forward to our continued partnership!” – Morgan Burns (Director of Marketing at Roam)
In 4 months, sales from advertising increased by over a million dollars a month, and ROAS reached consistent double digits.