Local SEO campaign for a custom swing set sales, delivery, and installation business that achieved 6× growth in organic traffic and $20K/month in recurring revenue.
The Swingset Guy Custom swing set builder serving families across IL, IN, MI, and WI.
The Swingset Guy had earned a trusted name in their local market, but their website and SEO presence weren’t supporting long-term growth. Despite great reviews and word-of-mouth, their digital reach was falling short.
Key SEO challenges included:
No rankings for local, non-branded keywords (e.g., “custom swing sets near me”, “playground builder [city]”)
Poor visibility in Google Maps and nearby service areas
Website not optimized for mobile or local search performance
Missing or inconsistent NAP listings across directories
Lack of backlinks to key service and location pages
Their biggest obstacle? Turning strong offline reputation into scalable online visibility and reaching families actively searching in their surrounding cities.
With a clear strategy in place, we focused on three core areas: local SEO optimization, technical improvements, and authority building. This comprehensive approach delivered consistent growth across traffic, visibility, and revenue.
We started with a strong local SEO foundation to ensure The Swingset Guy appeared in search results when families looked for playground solutions in their area. Visibility in local searches was essential for driving qualified leads.
Our efforts focused on:
Google Business Profile Optimization — Updated listings with accurate details, high-quality photos, and optimized service descriptions.
Local Keyword Targeting — Targeted high-intent terms like “custom swing sets near me” and “playground builder [city]”.
Location-Specific Landing Pages — Built optimized pages for each key service area to rank in nearby markets.
NAP Consistency — Ensured their business Name, Address, and Phone Number matched across all directories.
This strategy helped The Swingset Guy gain local visibility, increase call volume, and dominate map pack results in multiple service areas.
Once local visibility was in motion, we focused on strengthening the website’s technical foundation. A fast, mobile-friendly, and crawlable site was essential for converting traffic into leads and ranking higher in Google.
Here’s what we improved:
Mobile Optimization — Ensured the site was fully responsive for mobile users, which make up the majority of local search traffic.
Page Speed Enhancements — Reduced load times and improved performance scores on Google PageSpeed Insights, directly improving user experience and engagement.
Schema Markup — Added structured data to service pages to help Google better understand and display their content in rich results.
Indexing Fixes — Audited and updated sitemap and robots.txt files, and ensured all key pages were indexed properly.
Internal Link Cleanup — Fixed broken internal links and improved site navigation to boost crawlability and user flow.
These technical fixes laid the groundwork for higher rankings, better user engagement, and stronger conversion rates across all markets.
To drive long-term traffic and improve rankings for high-intent local searches, we developed a content and backlink strategy focused on relevance, value, and authority.
Here’s what we implemented:
Informative Blog Content
We created helpful blog posts targeting common questions from parents, like “How to Choose the Right Swing Set for Your Yard” and “Top Safety Tips for Backyard Playgrounds.” These pieces supported keyword rankings while building trust with local families.
FAQ Optimization
We added a detailed FAQ section to service pages, designed to answer real customer questions and capture long-tail searches like “Do swing sets need permits in [city]?”
Backlink Acquisition
To increase authority and strengthen domain trust, we secured high-quality backlinks through:
Local Blogger Outreach – Collaborated with parenting and family lifestyle blogs
HARO & Media Mentions – Landed links from local news outlets and relevant directories
Competitor Link Analysis – Identified backlinks pointing to local competitors and reached out to those same publishers
This strategy not only increased traffic but helped solidify The Swingset Guy’s position as a go-to brand for outdoor play solutions across multiple cities.
In just 12 months, The Swingset Guy experienced significant and measurable growth through SEO:
Organic Traffic increased sixfold, generating a steady pipeline of qualified leads.
Monthly Revenue grew by $20,000 through consistent traffic from high-intent searchers.
Business Expansion into a new service area extended their reach and opened new revenue streams.
Keyword Rankings soared, earning top positions for competitive local search terms and improving overall visibility.
This case demonstrates the power of a strategic, locally focused SEO campaign to scale a service-based business and build long-term momentum.
Let’s build a search strategy that brings in more traffic, more revenue, and long-term growth.
Full-service SEO agency delivering measurable revenue growth. We work with clients in Buffalo, New York, across the USA, and internationally.
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