Case Study Overview
Dominating Local Search to Drive a 241% Surge in High-Value Leads
Adjusters International is a national organization that provides critical public adjusting services to homeowners and businesses navigating the aftermath of a disaster. A generic national presence is ineffective because their clients are facing immediate, location-specific crises like hurricanes or wildfires. Strategic local optimization is paramount, ensuring their local branches appear as the most trusted and accessible experts in search results when a community needs them most. This hyper-local visibility turns a desperate online search into a new client relationship.
- Public Adjusters
- Content Creation & Strategy, Digital Advertising, SEO/Site Optimization
The Challenge
Achieving National Scale Through Local Visibility
Adjusters International operates on a unique business model. While they are a national organization, their services are critically needed at a hyper-local level, often in the immediate aftermath of a disaster. Whether a wildfire in California or a hurricane on the East Coast, their challenge was to be instantly findable and trusted by homeowners and businesses in crisis, anywhere in the country.
A generic national marketing strategy would fail to capture this urgent, location-specific demand. Adjusters International needed a robust online presence that could activate locally at a moment’s notice, ensuring they appeared as the top choice for people desperately searching for help, leading to relevant new customers and not just general web traffic.
The Big Idea
From a National Brand to the Trusted Local Expert, Everywhere
Our core philosophy was to transform Adjusters International from a single national entity into a network of highly visible local experts. We built an infrastructure that ensured in any moment of crisis, in any town, their local branch would dominate the digital landscape. This approach ensured that people searching for urgent help found a credible, professional, and local solution first, every single time.
The Results
Unprecedented Growth in Traffic, Leads, and ROI
Our integrated strategy produced dramatic, measurable results, fundamentally improving how Adjusters International acquires new clients.
Paid Traffic Exploded by 241% year-over-year, while our campaign efficiencies drove the cost-per-click down from $3.08 to just $1.86.
Overall Search Engine Traffic Grew by 40% YoY and accounted for a massive 78% of all website traffic.
Critically, this high-quality traffic converted into real business leads: form fills grew 50% (from 1,035 to 1,553).
Engagement with key resources also surged, with downloads and interest-based clicks increasing by 35% (from 4,368 to 5,879).
Paid Traffic increased by 241% year-over-year, while driving the cost-per-click down to just $1.86.
This was just one example of how Site-Seeker helps clients meet (and exceed) their business goals. Through a thoughtful mix of strategy, creativity, and data-driven decisions, we deliver results that make an impact. Let’s explore how we can help move your marketing forward.
Our Insights & Strategy
An Integrated Blitz for Maximum Impact
Trust is Built on Consistency
In a crisis, users gravitate towards credible, professional-looking businesses. Our primary insight was that inconsistent or inaccurate online information across different platforms would shatter that trust. The strategy was to first build a flawless, authoritative foundation of local data for every single branch.
Dominate the Entire Search Page
We knew someone in distress would scan the entire search results page for help. Our strategy was to capture real estate across every critical area: the paid ads at the top for immediate visibility, the local map pack for geographic relevance, and the organic results for long-term authority.
Agility is Key
Disasters are unpredictable. The strategy required creating an agile system for paid advertising that could be deployed and geo-targeted to specific disaster zones with speed and precision, maximizing budget efficiency.
Execution
Multi-Layer Local Plan
Site-Seeker implemented a multi-layered plan to transform Adjusters International’s digital footprint:
Foundational Local Listing Management
We initiated a comprehensive audit to identify and correct all local listing information and citations across the web. By ensuring every branch’s name, address, and phone number were accurate and consistent, we established a trusted foundation with search engines.
Google Business Profile (GBP) Optimization
We treated each branch’s GBP page as a critical local storefront. We claimed, verified, and meticulously optimized every profile with correct contact information, hours, services, and high-quality photos, transforming them into powerful lead-generation tools within the local map results.
Targeted Public Adjuster Advertising
We launched a highly-targeted Google Ads campaign focused on efficiency and relevance. By targeting specific geographic areas impacted by disasters and bidding on high-intent keywords, we ensured Adjusters International appeared at the top of search results at the exact moment of need.
Authoritative On-Site SEO
To bolster organic rankings, we implemented proven on-site SEO tactics. This included optimizing existing pages and building out new, location-specific content that reinforced their expertise and authority as local public adjusters for specific types of disasters.
The success of Adjusters International demonstrates the power of an integrated search strategy that masters national authority and local precision. We transformed their online presence into a robust lead generation engine by building a flawless digital foundation and layering it with an agile, crisis-responsive advertising plan. The dramatic increase in traffic, combined with a 50% surge in client inquiries and greater ad efficiency, proves that a holistic approach is the key to dominating complex markets and achieving a significant, measurable return on investment.
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