Coastal Veterinary Care set out to grow its client base without filling the schedule with low-value, one-time appointments. The clinic needed a digital marketing strategy that could attract more pet owners worth keeping, improve visibility for high-intent local searches, and give a clearer picture of which marketing efforts were actually generating appointments.

After more than two years of partnership with 20North, Coastal Veterinary Care strengthened its local search presence, sharpened its targeting, and built a more consistent pipeline of new leads. Organic traffic climbed more than 570% and contacts followed, with the growth holding steady enough that the clinic added another veterinarian to keep up with demand.

Key opportunities included:

• Attracting more high-value, long-term clients
• Reducing traffic from low-intent and price-focused searches
• Improving visibility for competitive local veterinary terms
• Connecting marketing performance more closely to calls, forms, and appointments
• Building a more predictable system for ongoing client acquisition

20North developed an integrated SEO and paid media strategy focused on increasing appointment opportunities while reducing wasted spend.

Paid Media

• Refined keyword targeting around high-intent veterinary services
• Reduced spend on low-quality, irrelevant, and price-focused searches
• Improved geographic targeting to reach pet owners within Coastal Veterinary Care's service area
• Tested service-specific and seasonal messaging
• Strengthened landing-page alignment between ads, services, and customer intent
• Monitored call and form quality to guide ongoing campaign optimizations
• Maintained an active optimization cadence rather than a "set it and forget it" approach

SEO Strategy

• Improved local visibility for high-value veterinary searches
• Optimized service pages around the terms prospective clients use when looking for care
• Built out new service pages around high-intent veterinary service terms
• Strengthened the site's content and search structure
• Focused on non-branded discovery to reach pet owners not already familiar with the clinic
• Improved visibility for searches such as "myrtle beach vet" and "emergency vet myrtle beach sc"
• Built sustainable organic traffic alongside paid lead generation
• Updated the Google Business Profile to reflect services correctly and post up-to-date information
• Ran monthly SEO audits and technical work
• Developed a blog strategy focused on attracting new audiences and supporting conversion-ready users

The non-branded push worked. Organic users grew 577% year over year and sessions rose 491%, expanding the clinic's reach well beyond its existing client base. Search impressions climbed 7,443% as coverage expanded, keyword coverage grew 748%, and page 1 keywords rose 1,415%, moving the clinic onto the first page for the local terms that drive appointments.

Tracking and Measurement

• Validated conversion tracking across forms, calls, and advertising platforms
• Used tracking numbers to understand which campaigns generated inquiries
• Created a shared reporting process focused on leads and appointment-driving activity
• Established a feedback loop around lead quality so targeting could be refined over time

With tracking validated across every channel, the results showed up where they mattered. Form submissions climbed 167% year over year, click-to-call actions grew from 0 to 127 in the last 90 days, and across SEO and paid together, the clinic now generates more than 350 new leads a month.

Ethos Therapy Solutions is a specialized healthcare brand focused on therapeutic beds and pressure-injury solutions. Its audience is specific: healthcare professionals, caregivers, home health agencies, and equipment buyers researching air fluidized therapy beds and wound-care support surfaces.

For a brand this focused, more website traffic was never the goal on its own. The work needed to balance broader reach with high-intent targeting and steady gains in lead quality, while the organic side had real room to grow off a small starting keyword footprint.

Key opportunities included:

• Reaching more healthcare professionals, caregivers, and equipment buyers actively researching solutions
• Balancing wider reach with high-intent, high-quality lead capture
• Cutting wasted spend from employment, recruitment, and unrelated caregiver searches
• Rebuilding organic visibility from a small starting keyword base
• Earning rankings for the specialized categories that define the business

20North ran a Google Ads program alongside an ongoing SEO build to capture high-intent demand and rebuild organic visibility.

Paid Media

• Built Search campaigns around high-intent therapeutic bed, pressure-injury, and patient-care searches
• Used Performance Max to expand reach across Google and introduce Ethos to a wider healthcare audience
• Balanced Performance Max reach with the keyword and search-term control of Search
• Expanded negative keyword lists to cut employment, recruitment, certification, and unrelated caregiver traffic
• Reallocated budget and tested target cost-per-acquisition bidding based on performance
• Replaced Performance Max assets affected by healthcare advertising policies
• Maintained an active optimization cadence and validated conversion tracking at the keyword and search-term level

SEO

• Ran an ongoing blog program targeting top-of-funnel and bottom-of-funnel topics
• Optimized all major website pages
• Built new pillar pages for each location in the Ethos coverage area
• Ran regular SEO audits and technical fixes
• Delivered website development projects, including a full homepage redesign

The build worked on both fronts. Organic users grew 236% and sessions rose 208% as the blog, page optimizations, and location pillar pages rebuilt demand off a small starting base. Keyword coverage expanded more than 1,000%, and page 1 keywords climbed 1,282%, moving Ethos onto the first page for the specialized terms that define its categories.

Malta Dynamics, founded in 2015 and headquartered in Malta, Ohio, is a full-service provider of fall protection equipment—rentals and safety solutions used across construction, aviation, manufacturing, and more. Despite their strong product range, they lacked digital traction, struggled to generate leads, and were losing ground to competitors.

• Insufficient lead generation from the website
• Underutilized online sales channels
• Weak SEO presence and limited brand visibility
• Low competitiveness in search rankings

20North deployed a full-funnel digital strategy combining immediate-impact tactics with long-term SEO growth.

• SEO: Rolled out a rapid content expansion with new blogs, enhanced page content, and optimized meta tags
• Competitor Monitoring: Implemented monthly competitor audits to identify opportunities
• Paid Ads:
  • Google Search Ads: Focused on non-branded terms to drive new leads for XSERIES and rental offerings
  • Google Shopping Ads: Launched to target immediate online product sales
  • Meta Ads: Campaigns targeting lead generation and promotion of priority products
• Conversion Optimization: Built dedicated, high-converting landing pages tailored to campaign goals
• Ad Budget Scaling: Increased spend strategically as campaign performance improved
• Email Marketing: Deployed targeted email flows to nurture leads and drive repeat purchases

Spartan Camera, a leader in cellular trail cameras since 2005, wanted to scale Meta ad performance while overcoming significant hurdles:

• Low Return on Ad Spend (ROAS)
• Stagnant sales despite ad efforts
• Limited audience testing for new customer acquisition
• No dedicated ad creative team for structured creative testing

20North implemented a complete Meta advertising overhaul:

• Redesigned Media Buying Strategy: Aligned campaigns with performance objectives
• Developed & Tested Creative: Produced and tested ad variations for multiple product lines
• Expanded Audience Segments: Targeted untapped markets to drive new acquisitions

Baja Gold, a family-owned brand producing mineral-rich sea salt and ocean-based wellness products, faced several challenges:

• Entering a market dominated by major competitors
• Minimal digital presence and low online sales
• Needed a strong strategy to build credibility and increase visibility

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20North developed and implemented a multi-platform growth strategy:

• Scaled Budget Efficiently: Optimized ad spend to maximize ROI
• Expanded to New Platforms: Introduced TikTok Ads alongside Google and Meta
• Created Brand Awareness: Developed tailored creatives for target audiences
• Refined Audience Targeting: Connected with high-intent buyers and untapped markets

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Carpet Tech, a leading home improvement service specializing in carpet and floor care, was struggling with ad spend efficiency and wanted to increase ROI year-over-year while making ad spend more efficient amid rising Google Ads costs. Across one year of partnership with 20North, ROAS grew, branded conversions dropped, and organic performance skyrocketed without sacrificing sales.

• Heavy reliance on branded conversions
• Limited unbranded keyword visibility
• Inefficient ad spend allocation
• Underperforming SEO strategy

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20North implemented a multi-part campaign focusing on improving ROAS for their paid advertising, and growing organic traffic through optimized SEO content and structure throughout their site.

Paid Media

• Reduced branded keyword dependency (branded conversion share dropped from 59% to 18%)
• Drove new customer acquisition with non-branded search ads
• Increased ROAS by 12% YoY, hitting 2.5 despite reduced branded spend
• Added Google Shopping ads for faster online sales wins
• Built high-converting landing pages and scaled budgets after proving profitability

SEO Strategy

• Launched aggressive keyword and content strategy
• Grew rankings from 6,088 keywords → 8,658 (+42%)
• Nearly doubled page-one keywords from 865 → 1,648 (+91%)
• Shifted organic traffic mix from 55% branded → 92% unbranded

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Atlanta Vinyl, a prominent vinyl product retailer, recognized the need to update and optimize their online store for improved conversions. The site, originally built three years ago using a template, required a significant overhaul to better meet the demands of both new and returning customers. The primary goals were to enhance the user experience by modernizing the site aesthetic and improving product navigation to boost engagement and drive higher conversion rates.

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What We Found

After thoroughly analyzing user behavior on the site through Shopify Analytics and GoogleAnalytics, we identified pressing issues in the buyer funnel:

• High bounce rate and low engagement from the homepage
• Low search conversion and conversion rate from key collection pages

Addressing and resolving these gaps in the user experience was determined to produce the greatest positive impact on user engagement and revenue. Other important findings from our analysis included:

• 70% of traffic is mobile
• 80% of sessions passed through three specific collection pages

Our strategy was therefore mobile-first and focused on design optimizations to high-traffic pages – the homepage and popular collection pages that account for most of the revenue.

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Home Page Overhaul: Redesigned the homepage to reflect a modern Shopify experience:

• Removed headers and repositioned benefits above the product layout.
• Introduced an attention-grabbing hero image with compelling copy.
• Implemented a more prominent search bar for easier navigation.
• Combined category options to reduce clutter and enhance userexperience.
• Introduced four large image blocks leading to key category pages.
• Enhanced the design for product cards and layout.

High Impact Collection Pages: Identified and updated all collection pages using the same templates:

• Simplified product cards to include only high-quality images, titles, pricing,and an add-to-cart button.
• Overhauled filter functionality and display to improve the mobile userexperience.
• Focused on key pages such as Heat Transfers, DTF Transfers, andCustom DTF Transfers.

National Capital Industries, a safety equipment supplier located in the DMV area, hired 20North to create a new website for them and continue building their online presence with SEO. At the time they were facing:

• Little to no organic presence 
• An outdated website and user experience 
• Lack of digital brand awareness

20North launched the current version of the National Capital Industries website in March of 2023. We continued to invest in long-term SEO strategies to ensure visibility and increase organic presence.

• Successfully rolled out a new website
• Technical SEO to increase user experience
• Keyword research to understand our target market and how we can reach them on Google 
• Consistent content in the form of blogs to prove authority in the industry and capture top-of-funnel consumers
• Product and category page build-outs with keyword-optimized content to perform well with organic Google results
• Monitored and shifted strategy throughout 

BRUCE BOLT, an 8-figure CPG brand from Austin, Texas with a focus on the baseball category, partnered with 20North to break through stagnant sales and build long-term category leadership. The work began with paid media in Fall 2023 and expanded into SEO and AEO, or answer engine optimization, as AI search gained share. The phased SEO and AEO program eventually pushed BRUCE BOLT to the #1 AI visibility position in its category.

Challenges across paid, organic, and AI search included:

• Wasted budget and inflated ROAS
• Lack of audience segmentation
• Redundant ad creative
• Ineffective tracking and campaign execution
• Limited organic visibility in the batting gloves category
• No infrastructure for AI search visibility

20North deployed a phased strategy that grew as performance signals validated each expansion, starting with paid media cleanup and layering in SEO, then AEO, as the program matured.

Paid Media Foundation

• Reinstated and optimized the previously suspended Google shopping feed
• Lowered overall spend by 25%
• Installed proper tracking, refreshed creative, and established campaign segmentation
• Ventured into new channels by adding TikTok advertising
• Conducted multivariate testing

Foundational SEO Program (October 2023)

• Launched with 4 blog posts per month targeting long-tail informational keywords
• Built each post with custom infographics, internal linking strategy, expert reviewer schema, and table of contents markup
• Optimized meta titles and descriptions across the site every month to address visibility gaps and lift page 1 visibility for core terms

SEO Expansion

• Doubled blog output to 8 posts per month after early performance confirmed the strategy was driving measurable traffic and revenue gains
• Layered in 10 monthly page optimizations focused on product and collection pages to capture mid- and bottom-funnel search intent alongside the top-funnel blog work
• Set up ongoing competitor monitoring to surface gap opportunities and inform monthly content planning

AEO Integration

• Expanded the program to address answer engine optimization as AI search gained share, building on the existing SEO foundation
• Implemented LLMS.txt, page-specific schema, and structured data to make content readable by large language models
• Deployed the Shopify Knowledge Base app to centralize FAQ content for AI retrieval
• Wove proof points into page copy and blog content to reinforce BRUCE BOLT's category leadership for both human readers and AI models

Blessed Performance is a primary automotive performance parts online retailer, specializing in diesel trucks.

Their customer service and expertise have been a huge part of their success. They strive to provide exceptional service, walking the customer through their journey and helping throughout the way. It was time to translate their excellence into a digital space, and 20North was excited to be a part of the process.

Before partnering with 20North, SEO was not a focus. While expanding operations with a newly secured warehouse, Blessed Performance was looking to take its reach to a new level.

Their primary objective for further growing the business centered around taking market share from competitors. Advertisements and forum posts had helped Blessed Performance grow up to a point, but this would not sustain the company’s long-term growth and full potential. Instead of renting Google space through advertisements, Blessed Performance was interested in owning that space with SEO.

To take key market share from industry leaders and move up on Google, Blessed Performance needed higher online exposure through relevant content that attracts buyer interest.

20North partnered with Blessed Performance to increase the brand’s online relevance and organic traffic. Our main goal was to reach these organic users and bring them to the site to convert.

To complete our goals, the team kicked off an SEO campaign with the focus of moving high-intent, priority keywords to page 1 of Google’s results page. We were successful in ranking on page one for not only more keywords, but more relevant keywords. Our specific strategy included some of the following.

• Keyword research allowed us to understand what the consumers were searching for and how we could reach them
• We kicked off with a site structure that helped web pages rank on Google and set a foundation for SEO success
• Long-form blogs were a huge success, focusing on our specific keywords. These blogs help us reach new users while also building up Blessed Performance as an industry leader and resource
• Collection page optimizations added relevant content to product categories that enhanced the user’s experience and improved the page’s ranking on Google
• Product optimizations were specific to their priority products and, again, optimized content on the page that would help their offerings show up on Google
• Throughout our campaign, we maintained conversion tracking that allowed us to see organic growth, report our success, and tweak any of our efforts along the way

Online presence is important for any business, especially those who are looking to expand in a niche industry. Owning the space starts with high-quality products, but being able to communicate those products and reach the right audience is key. Prior to our partnership, Hold Up Displays was on the right track, but needed guidance with a clear strategy and the right content that would help target the right users.

A true combination of passion and expertise, Hold Up Displays was started in 2007 with the goal of providing high-quality, highly-functional firearm displays in gun shops. It has since expanded to meet the needs of any and every gun owner, with a modular system that provides a safe, effective, and professional way to store and display firearms.

HoldUp Displays uses the best materials to create displays for a variety of firearms, archery equipment, and tactical gear. Their gun wall products are the best in the industry, manufactured in the USA and designed by gun enthusiasts for homes, vaults, tradeshows, and gun shops. They also create a variety of wall mounts, free-standing racks, and accessories.

Content was king in the Hold Up Displays pilot. New content meant new users and more conversion opportunities on their site. This SEO-rich content includes the following:

• Long-form blogs provided many benefits to the website, acting as a useful resource for current customers while also bringing in new users and expanding to new audiences, those who may not know about Hold Up Displays
• Building out main category pages was key to beating out the competition in those high-priority keywords. The new page design enhanced the user experience and made the page more conversion friendly.
• User-friendly changes to main pages that increased engaged sessions by 27%
• To target those transactional keywords and provide real solutions to a consumer’s search, we built out descriptions, information, & FAQs on specific product pages, all in an effort to drive that conversion completion
• Technical SEO to ensure users are finding the site and having the best experience

Roam is a shared workspace offering flexible month-to-month memberships, offices, and offsite meeting spaces. The brand started in Alpharetta in 2008 with the goal of providing a better solution for remote workers on the go and has since expanded into larger meeting rooms and dedicated offices across Atlanta, Georgia and Dallas, Texas.

Before partnering with 20North, Roam's marketing efforts focused on content development, in-person events, and partnership strategies, with a ton of untapped digital strategies. By 2022, there was a clear need to optimize Google as a marketing channel. An initial look at organic traffic surfaced a familiar problem: the majority of traffic was coming from branded terms, leaving Roam stagnant in organic users and conversions on non-branded terms.

The partnership began with SEO and local search in 2022 and expanded into paid media, location-specific service pages, and answer engine optimization as AI search gained share. Today, Roam holds the #1 AI visibility position in its category, far ahead of the next closest competitors.

Challenges across organic, local, paid, and AI search:

• Traffic concentrated on branded terms only
• Limited visibility for non-branded, location-based searches
• Untapped Google Ads opportunity for high-intent keywords
• New location openings outpacing site content
• No infrastructure for AI search visibility

20North deployed a phased SEO and local strategy that grew in response to performance, expanding from foundational content and local optimization into multi-location service pages and AEO infrastructure as Roam's footprint expanded.

Foundational SEO and Local Strategy (October 2022)

• Launched with 2 blog posts per month targeting long-tail informational keywords, each built with custom infographics and internal linking
• Paired blog work with Google Business Profile optimizations across every Roam location
• Monthly meta title and description optimization to address visibility gaps and improve click-through rates
• Recurring monthly strategy sessions with the Roam team to surface page content recommendations and align SEO direction with business priorities

Paid Media Layer

• Built a Google Ads campaign focused on high-intent, conversion-ready keywords
• Drove qualified leads that converted at higher rates than organic alone
• Captured demand on competitive non-branded terms where organic wins take longer to materialize

Location and Service Page Push

• Built 21 unique location landing pages to capture local search demand across Roam's growing footprint
• Shifted the monthly deliverable mix to 2 pillar page build-outs or on-page optimizations alongside 2 blog posts
• Focused on location-specific service pages Roam had not previously published
• Continued Google Business Profile work in parallel to reinforce local visibility across markets
• Ongoing content updates and page build-outs aligned to new location openings and naming changes as Roam's footprint expanded

The combined push grew Roam's page-one keyword footprint by 130% on Google, validating the location-and-pillar strategy as the right scale-up for a multi-market coworking brand.

AEO Integration

• Expanded the program to address answer engine optimization as AI search gained share, building on the existing SEO foundation
• Implemented LLMS.txt, page-specific schema, and structured data to make content readable by large language models
• Embedded expert reviewers on blog content and added FAQ sections to blog and page content to support AI retrieval
• Integrated direct, unique quotes from the Roam team and in-house experts into blog content to establish proprietary proof points that AI models can attribute and surface