Case Study: Paragon Security
A combination of Local SEO and Local PPC strategies combined with Social Media catapulted Paragon Security to the #1 local pack rank for “New York Locksmith,” doubled organic traffic, and generated qualified leads for under $25 each from AdWords.
Target keywords including “New York Locksmith”
Lift in organic traffic over 3 years
Lift in total traffic from over 3 years
Total keywords ranking keywords improvement
PPC generated lead cost
Locksmiths are a notoriously competitive local SEO category. Because of the service-area nature of the business, most locksmiths want to rank in cities where they may not be physically located. This has lead to heavy competition and aggressive, sometimes black-hat SEO for locksmith local searches. The heavy local competition was especially true for Paragon Security, a reputable locksmith located in the heart of Manhattan – perhaps the world’s most competitive local SEO market. The combination of a competitive industry, competitive location, and commitment to white-hat SEO made Paragon’s local SEO project a challenge.
“OpenMoves has made a huge difference to my online lead generation! Their multi-channel approach to SEO, PPC, and Social Media enabled me to gain top web presence in my market and increased my sales.”
– Yaniv Zohar, CEO
In taking on the project, we knew it would be a long-term effort. There are many competitive locksmiths in New York, and rising to the top took a sustained effort for more than 2 years. There was no magic to the project, just by-the-book SEO done consistently and correctly.
The PPC landscape for locksmith and security keywords is very competitive. OpenMoves had to build a PPC strategy for Paragon that would drive profitable leads at scale, while dodging the worst of the market pressure.
With over a billion people on Facebook and Twitter combined, the challenge for Paragon on social media was to rise above the local competitive noise, connect with their target audience and drive measurable results.
The most important theme of the Paragon project has been consistent progress over time. Paragon’s leadership team was effective at providing the support needed for SEO success and patient in allowing time to see results. The combination of strong client leadership, effective technical support, and a solid SEM and Social Media strategy has lead to Paragon being a market leader in one of the world’s most competitive local SEM spaces.