Driving organic Traffic with localized, dynamic pages
Role: Lead content designer
Team: Frontier Communications
The challenge
Support fiber internet growth by capturing organic search traffic in all Frontier markets. Increase our organic site traffic and drive cart entry.
The solution
I led the creation of more than 7,500 dynamic, SEO-optimized city and state pages for Frontier’s entire territory.
Context
I partner closely with SEO leads to look for opportunities to improve organic traffic. Through competitive research, we found several competitors utilizing localized marketing pages to capture leads from organic search results in our core markets.
Goals
Increase organic traffic to frontier.com.
Drive fiber internet growth by increasing quotes (cart entry).
Overview
Frontier services thousands of cities and more than 25 states. I knew we needed a scalable solution that would allow us to create thousands of pages with minimal effort.
To accomplish this, I chose a templated approach and partnered with UX leads to build state and city templates. Each template contains a combination of static and dynamic fields.
Dynamic fields include:
State or city name.
Internet claims like “Fastest internet in [CITY],” provided quarterly by Ookla.
The type of service offered in the city or state: fiber or DSL.
I met with the marketing operations and distribution teams to obtain a list of all cities and states in Frontier’s territory. I created a simple Excel file dividing the territories by service type. The data wasn’t clean, so my team and I had to remove duplicates, fix spelling errors, and ensure consistency throughout the file.
Next, I gathered internet claims data. We receive data from Ookla, also known as speedtest.net, each quarter. Ookla uses national data to calculate which broadband provider has the fastest or most reliable internet in a specific city, state, or geography.
We combined this data in a custom CSV file that we could upload to our CMS.
The CSV contains:
States and cities in Frontier’s territory.
Service type by state and city.
Ookla Internet claims.
A custom script reads the CSV file and automatically creates the templates. We upload a new CSV file quarterly to keep the pages current.
Results
Since launch:
Total visits increased by 58%
SEO visits increased by 10%
Cart entry increased by 13%
