Challenge: Low Local Search Visibility for Swim Lessons
Diventures, a multi-location business offering scuba training and swim lessons, approached Hurrdat Marketing to increase local search visibility for their swim lessons. Despite Diventures having services beyond swimming instruction, it was still important for their optimized location pages to compete with swim-only businesses in search results. Hurrdat saw the opportunity to increase organic clicks and organic impressions by creating swim pages for each city, targeting long-tail keywords about the service and location.
Solution: Created Local Service Pages
To see if local swim pages would perform better than broader service and location page optimizations, we tested this approach in five markets with varying search demand and competition.
Phase One: Test Our Hypothesis
There were three main questions driving our strategy for Diventures:
- Would local, service-specific pages rank higher for swim-related queries compared to broader service and location pages?
- Would these new pages compete against each other, cannibalizing rankings?
- Would search engines prioritize the established, broader service page over the new, targeted service pages?
To answer these questions, we created swim lesson pages for Fitchburg, North Liberty, Omaha, Springfield, and Sun Prairie. These new pages targeted primary keywords like “swim lessons in [city]” and “swim lessons near me,” along with long-tail variations like “adult swimming lessons in [city]” and “toddler swim lessons in [city],” and semantic variations like swim classes, swim instruction, and swim school.
Phase Two: Full-Scale Rollout
When analyzing the findings of the initial test, the results were overwhelmingly positive, indicating that service-specific pages would be the best strategy for increasing local brand awareness for our client. Hurrdat implemented this strategy across all markets by systematically rolling out swim pages for each city.
Hurrdat’s SEO Manager, Molly Q. explains,
Competing with broad pages in the swim lesson space was challenging, as single-location landing pages optimized for both swim and scuba couldn’t outrank competitors focused solely on swim-related content. By creating separate, service-specific pages, Diventures improved visibility and ranked for more search queries. Because Google’s algorithm increasingly prioritizes specificity, a page optimized for ‘swim lessons in [city]’ performs better than a general service page, helping capture more targeted traffic. Additionally, dedicated service pages allow for precise title tag optimization, improving clicks and organic visibility by aligning more closely with user searches.
Results: 114% Increase in Organic Clicks and 140% Increase in Organic Impressions YoY
In comparison to the the previous year, three months post-launch, we observed an overall increase in the following:
- 114% increase in organic clicks
- 140% increase in organic impressions
- 67% increase in total ranking keywords related to swim lessons
Key Takeaways From Diventures Swim Location Pages
In this project, we determined that local, service-specific pages are effective and offer a scalable framework for multi-location businesses allowing them to compete in highly targeted service verticals. By aligning content with user intent at a hyperlocal level, we were able to:
- Improve organic search visibility in local markets
- Create dedicated conversion pathways for high-intent users
- Develop a repeatable strategy that can be adapted to other service categories
Additionally, by leveraging scalable SEO models, businesses with diverse service offerings can better compete against niche competitors while ensuring search engines and users can easily find the most relevant service pages in their city.
Looking for industry experts to take your local SEO to the next level? Hurrdat Marketing offers search engine optimization and custom digital marketing solutions to help you reach your target audience. Contact us today!
