Greenlane Marketing, a Philadelphia-based digital marketing agency with over 17 years of experience, has built a reputation for delivering tailored SEO strategies that align with the specific goals of its clients. Their approach integrates technical, on-page, and off-page SEO practices with a strong focus on local SEO for brick-and-mortar businesses. This article delves into the agency's SEO strategy based on available data from the Greenlane website, LinkedIn profile, and published content. The findings are drawn exclusively from these sources, ensuring a factual and evidence-based analysis.
The agency's SEO strategy is centered around client-specific goals and includes a collaborative team model, technical site audits, keyword and content optimization, and local SEO optimization for geographic markets. This approach is designed to increase visibility, drive traffic, and improve conversion rates. Below, we explore the key components of Greenlane’s SEO strategy, supported by insights directly from the provided source data.
Collaborative Team Model and Client-Centric Approach
Greenlane Marketing distinguishes itself through its collaborative team model, which involves assigning a dedicated account manager and providing access to subject matter experts across various SEO disciplines. This approach ensures that clients receive a comprehensive and personalized strategy.
All clients are assigned one dedicated account manager, who is responsible for no more than six clients at a time. This allows for more focused attention and a deeper understanding of each client's unique needs. Additionally, the support does not end at the account manager level; Greenlane’s team includes experts in content strategy, technical SEO, and industry-specific knowledge. This collaborative structure ensures that clients benefit from the agency’s full range of expertise.
The agency also emphasizes quarterly in-person gatherings at its headquarters in Eagleville, Pennsylvania. These gatherings bring the entire team together, including clients, for face-to-face presentations and workshops. The in-person interactions foster stronger relationships and allow for more effective communication and collaboration.
Technical SEO Audits and Site Optimization
A strong foundation in technical SEO is essential for any successful SEO strategy. Greenlane Marketing’s approach includes conducting manual site audits to identify and resolve issues that could hinder search engine visibility. These audits are supported by specialized tools and the agency’s internal expertise.
The agency focuses on improving site crawlability and readability, which are essential for ensuring that search engines can effectively index and rank web pages. One of the key issues Greenlane addresses is crawl bloat, which occurs when search engine crawlers waste time on low-quality or irrelevant pages. Greenlane emphasizes the importance of optimizing crawl budgets by removing or fixing pages that do not contribute to the site’s overall performance.
Crawl bloat can negatively impact a website’s SEO by diverting crawl resources away from high-priority content. Greenlane recommends identifying and fixing crawl bloat through tools and manual reviews. This includes removing duplicate content, optimizing internal linking, and ensuring that the site’s architecture is clean and intuitive.
In addition to crawl budget optimization, the agency also focuses on improving site performance metrics such as page speed and mobile responsiveness. These technical improvements contribute to better user experiences and can positively influence search rankings, particularly in light of Google’s mobile-first indexing policy.
On-Page SEO and Content Strategy
Greenlane Marketing’s on-page SEO strategy is built around data-driven content planning and optimization. The agency provides end-to-end support, from identifying rankable topics to building strategic content calendars that align with different types of search intent.
One of the key components of their on-page approach is keyword research. The agency conducts local SEO keyword research to ensure that businesses are targeting the most relevant and high-traffic keywords for their geographic markets. This includes optimizing for location-specific terms that can help businesses appear in local search results and map packs.
In addition to keyword optimization, Greenlane also focuses on content optimization and creation. The agency works on optimizing existing pages, removing outdated content, and writing high-performing new copy that is tailored to the audience’s needs. This includes creating local geo-targeted landing pages and service and offering landing pages that are optimized for both users and search engines.
The agency also emphasizes the importance of schema markup for local SEO. Schema markup helps search engines understand the structure of a website and can enhance the visibility of local businesses in search results. For example, schema markup can be used to highlight business addresses, hours, and customer reviews, which can improve the chances of appearing in the local pack.
Local SEO Strategy and Optimization
Local SEO is a core focus of Greenlane Marketing’s strategy, particularly for brick-and-mortar businesses. The agency offers a range of services designed to improve local visibility and attract more foot traffic. These services include local SEO strategy and research, local competitor audits, and local content planning and creation.
One of the key strategies Greenlane employs is geo-targeted research and analysis. This involves identifying the most relevant keywords, audience segments, and local trends that can influence a business’s local search visibility. The agency also conducts local persona and audience research to better understand the needs and behaviors of local customers.
In addition to keyword and audience research, Greenlane also performs local SEO funnel analysis to identify areas of improvement in the customer journey. This includes optimizing the website for different stages of the buying cycle, from awareness to consideration to conversion.
The agency also focuses on Google Business Profile and Bing Places optimization, which are essential for local businesses looking to appear in map packs and local search results. This includes ensuring that the business’s NAP (Name, Address, Phone Number) is consistent across all directories and listings.
Another key component of Greenlane’s local SEO strategy is schema markup for local SEO, which helps to enhance the visibility of local businesses in search results. The agency also works on creating local content plans and content creation, ensuring that the website is optimized for local search intent and audience engagement.
Competitor Research and Strategy Development
Greenlane Marketing places a strong emphasis on competitor research and strategy development. The agency conducts extensive competitor audits to identify the strengths and weaknesses of businesses that are already ranking well in a given market. However, the agency does not simply copy their strategies. Instead, they use the insights gained from competitor analysis to develop customized strategies that can help clients surpass their competitors.
This approach includes identifying areas where competitors are outperforming the client and developing strategies to address these gaps. For example, if a competitor is ranking well for a specific set of local keywords, Greenlane will work on optimizing the client’s content and on-page elements to improve their rankings.
In addition to keyword and content optimization, the agency also looks at other factors such as site performance, user experience, and backlink profiles. This comprehensive approach ensures that clients are not only improving their rankings but also outperforming their competitors in terms of overall site quality and user engagement.
Off-Page SEO and Link Acquisition
Off-page SEO is another key component of Greenlane Marketing’s strategy. The agency focuses on link acquisition and content marketing to improve domain authority and search rankings. This includes developing high-quality content that can attract backlinks from other websites and improving the overall visibility of the client’s brand.
The agency’s approach to off-page SEO includes creating content that is relevant, valuable, and shareable. This includes blog posts, case studies, and other types of content that can be used to engage with the target audience and attract links from external websites.
In addition to content creation, Greenlane also works on link building strategies that are tailored to the client’s specific goals. This includes outreach, guest posting, and other techniques designed to acquire high-quality backlinks from reputable sources.
Client Communication and Reporting
Greenlane Marketing emphasizes the importance of live, customized reporting and regular communication with clients. The agency provides detailed reports that track the progress of SEO campaigns and highlight key performance indicators such as traffic, rankings, and conversion rates.
These reports are designed to be actionable and provide clients with a clear understanding of how their SEO strategy is performing. The agency also offers regular updates and strategy reviews to ensure that the SEO plan remains aligned with the client’s business goals.
Conclusion
Greenlane Marketing’s SEO strategy is built around a client-centric approach that integrates technical, on-page, and off-page SEO practices with a strong focus on local SEO. The agency’s collaborative team model, technical site audits, and data-driven content strategy ensure that clients receive a comprehensive and personalized SEO plan.
By addressing key issues such as crawl bloat, site performance, and local visibility, Greenlane helps businesses improve their search rankings and attract more qualified leads. The agency’s focus on competitor research and strategy development also ensures that clients are able to outperform their competitors in the local market.
Overall, Greenlane Marketing’s SEO strategy is designed to deliver measurable results that align with the client’s business goals. Whether a business is looking to improve its local visibility or scale its SEO efforts nationally, the agency provides the expertise and support needed to achieve success.