Case Study: Organic SEO Copywriting for a Local Ottawa Business

The Problem:

A family-owned local Ottawa business with a great reputation came to us to boost their windows & doors sales, especially in the summer—their busiest season of the year. So far, they’ve relied on Google Reviews, recommendations, and word-of-mouth of their target audience. But with competition pushing ahead on digital channels and stealing market share, it was time for a different strategy. 

The Solution:

My partner, Vitaliy Deputat, who is an experienced digital marketing professional with a proven track record, created a search engine optimization strategy focused on creating new, useful, organic content for relevant topic clusters for the client. We married the newly crafted strategic content with link building to boost the site’s domain authority, which we measure on Ahrefs. I copywrote more than 46 web pages of new content over a period of multiple weeks, following Vitaliy’s strategy, and infusing the right keywords into each piece of content. 

Organic SEO Copywriting Results:

From just making about $5K a month, the company jumped to $58K in June 2023, and then hit over $100K in July and August, all from clients who found the company organically on Google! 

Just in the year before, the company made ~$6K in August, and a year later we got them to $100K! The return on what we spent? 20x! That’s a lot of new happy clients with beautiful windows and doors. And today, in the typically slow winter season (it’s not easy to install windows in a windchill of -23 in Ottawa!), the company is pulling in a minimum of $20K a month, and a record-breaking $182K in February of 2024! 

bar chart showing monthly sales from organic sources

Closer look:

So, the next time a client inquires, “Do I need SEO?” let’s let the graph do the talking.

My Organic SEO Copywriting Approach:

To write a huge amount of unique website copy, I followed my special interview process. I visited the company’s headquarters and interviewed the owner. Then, I spoke with long-tenured employees and management. This is how I craft SEO copy that reads like a story.

I made sure to understand the core values of the company so I could translate them on the website for the readers. I asked specific questions to unearth the true story of the business so I could represent the owner’s motivation and commitment appropriately. I visited multiple job sites and observed how the installation team approached their work. All these steps are imperative for me to deeply understand the company and its culture. And my clients appreciate this quality of working with me. 

LinkedIn recommendation from Vitaliy Deputat for Sonya Gankina, talking about Sonya's depth of understanding of copywriting

After laying the necessary foundation for storytelling, the writing work began. I worked with an SEO-optimization tool to ensure every piece of copy and content was suitable for both humans and search engines—it needed to balance approachable digestible information about technical specs of windows and doors with the correct keywords people were actually searching for on Google in Ottawa. 

It was a thorough, comprehensive, yet very enjoyable process, and I learned a TON about window and door installation! It was amazing to see how sharing useful content online grabbed people’s interest and got them to convert to paying clients who updated their homes. 

FAQ: Will organic SEO copywriting work for MY business model?

Don’t worry, you don’t need to be in the windows and doors business to use this strategy. One of my favourite things about organic SEO copywriting is that this strategy can be applied to ANY business! Whether you sell items online or offer services, SEO copywriting will work for you.

The strategy works as well for a fashion brand as it does for an instructor, a local business, or a design agency. This is because we develop topic clusters unique for your business and create strategically optimized content and copy from there. Learn more about content strategy here.

How does SEO writing work?

A little insight into the process: we begin with keyword research and an analysis of Google search results, using various SEO tools, a keyword research tool, and Google’s tools such as Google Search Console. Then, we see what organic traffic your website already gets, what specific keywords you already rank for, and what we need to do for your meta descriptions or title tags.

It’s important to choose a correct list of keywords, with one main keyword per page, that has a clear search intent (which can vary between commercial or informational). Then you can create SEO content with relevant keywords that will lead to better rankings and an influx of traffic from organic search. You measure your search engine results via the different tools available on the market such as the aforementioned Ahrefs, GSC, SemRush, or UberSuggest. By using tools like Google Analytics or Amplitude, you can track the conversion rate of your new web page or blog post. Measuring results and tweaking the tactical implementation is a core part of any marketing strategy and a good way to stay up-to-date on your work, especially with ever-changing search engine algorithms!

What are some best practices or SEO tips?

The content marketing work you will need to do depends on a few factors: the domain authority of your site (influenced by your website’s age and existing SEO juice) and your keywords. For example, competitive keywords need a lot more content creation. Include questions that contain your target keyword in your content, because you can get a featured snippet. Delivering value to your users is an important Google ranking factor. After all, remember to focus on your user experience so your audience will enjoy their time on your website!

Interested in organic content marketing for SEO or have additional questions? Let’s talk!