In this Synthetic Turf Northwest SEO discussion, I’ll analyse how an effective Search Engine Optimisation campaign radically increased the business for this artificial grass supplier and installer in the US.
Synthetic Turf Northwest was established in 1996, but when Logic Inbound, a web development and digital marketing agency took charge of this company’s SEO, the conversion rate skyrocketed for it.
In this Innocams blog post I’ll analyse the effectiveness of the SEO campaign for this Washington-based turf supplier.
Synthetic Turf Northwest
Synthetic Turf Northwest is a leading artificial grass installer and supplier in the Washington area of the US. It caters to the government, individual customers and businesses.
Its services include, but not restricted to, synthetic lawn, indoor turf and golf green installation. According to its customer testimonials, this company is professionally-run and efficient.
What is SEO?
Search Engine Optimisation (SEO) is the process of helping a website’s pages rank high in Search Engine Results Pages (SERPs). This higher rank provides the site with better visibility, increased traffic and sales.
In this fiercely competitive business landscape, no organisation can afford low online visibility and investing heavily in SEO has become a life-saving necessity.
Why Synthetic Turf Northwest Needs SEO
All companies need strong SEO campaigns nowadays and this artificial grass installer is no exception. It wants more customers, more profits and hence a high SERP ranking through outstanding SEO campaigns.
A study found out that the turf market in North America was valued at USD 1349.17 million in 2022.
As the fitness trends rise, demands for artificial sports surfaces are increasing rapidly. The companies dealing with these synthetic grass surfaces are also gearing up to tap as much of this huge market potential as possible.
A key strategy to get more customers is to become visible to them so they can easily find them. A high SERP ranking can provide this visibility.
This is the importance of Synthetic Turf Northwest SEO.
Logic Inbound and the SEO Process
A case study, crafted by Logic Inbound, provides insights into the SEO campaign it launched for Synthetic Turf Northwest.
Logic Inbound Takes Over
The CS informed that after Logic Inbound started optimising the turf installer’s pages, the company managed to increase its monthly users by 300% and conversions by 658% during the period from January 2020 to May 2021.
Before Logic Inbound, the artificial grass installer had tried three other digital marketing agencies but none of them could give it the results it wanted.
Logic Inbound SEO Process
The CS informed that the first thing Logic Inbound did was to conduct a thorough SEO audit of Synthetic Turf Northwest’s website. The audit revealed that–
- The site had thousands of outdated backlinks.
- A very slow response time.
- A serious lack of valuable content.
- No rankable long-form content.
- The site had low-value keywords.
- A lack of local pages.
After identifying these issues, Logic Inbound crew got to work.
In Synthetic Turf Northwest SEO, Logic Inbound undertook the following process:
1. Performed an SEO audit to understand the strength and weakness of the site.
2. Performed an in-depth keyword research to identify high-value keywords.
3. Used Google Analytics to track phone calls and contact form submission.
4. Performed on-site SEO audit to identify targets for optimisation.
5. Did Ahrefs research to do competitor analysis.
6. Performed business model and website review.
7. Set up and launched the SEO campaign for Synthetic Turf Northwest.
We will now do an analysis of the homepage of this company’s website to understand how effective its SEO campaign is.
Synthetic Turf Northwest SEO Analysis
The website of Synthetic Turf Northwest has an 85% SEO score, which is very good. The site also has great response time (0.08 s). The meta specifications were also excellent. Here is a brief summary of what I found from the SEO analysis of this artificial grass supplier’s website.
| Synthetic Turf Northwest SEO: Meta Specifications | |
| Meta information | 97% |
| Page quality | 89% |
| Page structure | 58% |
| Link structure | 25% |
| Server | 91% |
| External factors | 100% |
There are a few issues with this site that Logic Inbound should immediately address. They are listed below.
- Internal links with dynamic URL parameters.
- Alt attributes for images should be improved.
- Duplicate heading texts should be removed.
- Site’s social networking should be enhanced.
Synthetic Turf Northwest SEO: Navigability, Content and UX
We’ll now inspect the site’s interface, navigability and content.
Synthetic Turf Northwest SEO: The Navigability
The website of this artificial grass supplier is uncluttered and visually appealing. The homepage starts with a contact telephone number. Then comes the company logo. A three-line dropdown menu on the right provides links to other pages for easy access.
In all cases, both image and text links are given so the users can easily go to the content they want. Logic Inbound gives images priority over texts on this website. High-resolution and sharp images immediately catch the eye.
Navigating this site is easy and a pleasurable experience. You will find all important topics and information on the homepage and linked pages load fast.
Synthetic Turf Northwest SEO: Content Analysis
Synthetic Turf Northwest SEO is so successful due to its honest and user-friendly approach to content creation. One of the key endeavours of Logic Inbound was to decorate the site with useful and relevant content.
It pulled the job nicely.
The Homepage Content
The homepage content starts with essential company information like the major products and services it offers and customer reviews.
The website gives the impression that business comes first for this company. Links to other content like how-to guides etc are there on the homepage, but the company and its specialities get the priority.
One of the reasons for the success of this SEO campaign is that it sharply focuses on the company and its clients. This is the website of a business and the business always comes first on the homepage. After going through the content on the homepage no one will have any difficulty in understanding what the company does and how efficiently it does it.
Synthetic Turf Northwest SEO : Content Relevance
There is not a single irrelevant sentence on this website. Its content revolves around artificial grass and its various aspects and Synthetic Turf Northwest.
Apart from the detailed clarifications on exactly what this company can do for its clients, there are in-depth analytical how-to guides and other content–all sharply focused on artificial grass and its benefits.
A blog section and a FAQ section further clarify various aspects of artificial grass in relation to Synthetic Turf Northwest.
One of the key SEO strategies is to create content that is relevant to a business’s niche. This not only makes the content valuable, but also helps a website’s pages get quality backlinks, an important ranking metric.
Synthetic Turf Northwest SEO: Content Organisation
Synthetic Turf Northwest SEO content is well-organised and evenly distributed across its various sections. The homepage gives a clear idea what to expect on the site. That is why it carries highlights of all sections.
But when you visit a section, its content is totally focused on the section header. No deviation, no unrelated discussions.
All sections have been given almost equal weightage through an even content distribution. Logic Inbound has really done a good job here.
Synthetic Turf Northwest SEO: Content Quality
Now I’ll take up one post from Synthetic Turf Northwest’s website and analyse it to find out if the quality of its content is SEO-friendly or not.
There’s an article in the blog section that discusses four reasons artificial grass is safe for your backyard. Let’s scan this article.
The Writing Style
Most articles on this site have datelines, but no bylines. bylines lend an article credibility, so the texts lack authenticity in Synthetic Turf Northwest SEO.
The writing style is, however, straightforward. Low presence of passive voice and natural flow of the sentences give this entire article an easy coherence. The writer varies the lengths of sentences and paragraphs cleverly, which is a mark of good prose.
The Article Readability
This article scores 35.8 on Flesch Kincaid Reading Ease. Around 60 or higher is considered a good score on this readability scale.
The article has 376 words and 24.47% of them are complex words. From 10% to 20% complex words in a piece of writing is desirable.
So the language in this article is not easy to understand. Almost all articles on this site suffer from this flaw–Poor readability.
It is true, the subjects its articles deal with are technical in nature, but this kind of difficult language is not conducive to high SERP ranking. Logic Inbound should address this issue immediately to make its SEO even more effective for Synthetic Turf Northwest.
The Keyword Density
In the case study, Logic Inbound informed that while setting up the SEO campaign for this artificial grass supplier they did a thorough keyword research to identify the target keywords for this organisation’s SEO.
The case study also informed that ‘grass’ and ‘synthetic’ were identified as the primary keywords for this company’s SEO.
In this particular article, ‘grass’ was used 15 times and ‘synthetic’ was used 12 times. In a 376-word article the use of two keywords 15 and 12 times is definitely overkill. This kind of keyword stuffing may attract disfavour and disapproval from search engines as they don’t like it and punish the offenders.
Synthetic Turf Northwest SEO: User Experience
Fast page loading speed, well-focused relevant content, visually appealing page design, appreciable content distribution, easy navigation and sharp focus on the business and clients contribute to the superb user experience of Synthetic Turf Northwest’s website.
Synthetic Turf Northwest SEO easily achieves its UX objective.
Synthetic Turf Northwest SEO: Social Media
Synthetic Turf Northwest has four social media links on its homepage–Facebook, Instagram, YouTube and Yelp.
The use of social media platforms for SEO increases a brand’s awareness, drives traffic, engages users and helps ranking high in search results. That’s why extensive use of social media is a standard SEO practice now.
This company should focus more on social media and increase its social media presence.
Conclusion
Synthetic Turf Northwest SEO is a highly successful optimisation campaign launched by Logic Inbound for Synthetic Turf Northwest.
Outstanding UX, high-quality relevant content, high SEO score and superb page design–all points to the efficacy of this SEO campaign that skyrocketed this synthetic grass supplier’s conversion rate.
A little improvement in the readability of its texts will see even better results for this SEO drive.
Frequently Asked Questions
Q1. What is Synthetic Turf Northwest SEO?
Ans: It is an SEO campaign launched by Synthetic Turf Northwest.
Q2. What is Synthetic Turf Northwest?
Ans: It is a synthetic grass supplier and installer in the Washington area of the US.
Q3. Which agency does the SEO for this company?
Ans: Digital marketing company Logic Inbound does it.
Q4. Is Synthetic Turf Northwest SEO successful?
Ans: Highly. After its launch the company’s conversion rate increased by 658% and monthly users by 300%.
