PODS.com — Case Study

Client Overview

Context

Lead Generation: US company specialised in renting containers for both storage and moving, leader in its market.

SEO Strategy done internally but they externalized their Link Building / Authority practices.

3 main type of pages: Home — Located — Service Type.

Problematic

Past targeting of both URL and Anchors went wrong: need to work again on the strategy — find the most relevant and high-potential URL to push, on the most relevant and worthy anchor.

Process

Strategic URL & Keyword Selection: Identified high-revenue locations and services pages with the greatest potential for incremental revenue. Targeted "striking distance" keywords (ranking positions 4-6) to push them into top 1-3 spots, prioritizing SERPs where link-building is a decisive ranking factor to gain a competitive edge. Identified high-revenue locations and services pages with the greatest potential for incremental revenue. Targeted "striking distance" keywords (ranking positions 4-6) to push them into top 1-3 spots, prioritizing SERPs where link-building is a decisive ranking factor to gain a competitive edge.
Gap Analysis & Domain Sourcing: Conducted an extensive backlink gap analysis to identify common referring domains among top-ranking competitors. Sourced high-impact referring domains—both from the open market and through strategic outreach—to aggressively close the authority gap. Conducted an extensive backlink gap analysis to identify common referring domains among top-ranking competitors. Sourced high-impact referring domains—both from the open market and through strategic outreach—to aggressively close the authority gap.
Content Briefing & Link Placement: Prepared in-depth content briefs around main keywords for every placement. Ensured articles were high-quality, capable of ranking independently, generating referral traffic, and getting rapidly indexed to pass maximum contextual "link juice". Prepared in-depth content briefs around main keywords for every placement. Ensured articles were high-quality, capable of ranking independently, generating referral traffic, and getting rapidly indexed to pass maximum contextual "link juice".
Tailored Performance & Revenue Reporting: Developed custom reporting frameworks to track MoM and YoY ranking evolution on priority business queries, adjusting for seasonality. Integrated custom calculation models with the client to simulate and demonstrate the incremental revenue generated through URL improvements. Developed custom reporting frameworks to track MoM and YoY ranking evolution on priority business queries, adjusting for seasonality. Integrated custom calculation models with the client to simulate and demonstrate the incremental revenue generated through URL improvements.