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