CASE STUDY
SEO Built to Last
How Northland Companies Increased Organic Traffic by 12,150% in 9 Months
Introduction
Founded in 1984, Northland Companies Monument is a family-operated business based in Grand Rapids, Minnesota. The company specializes in creating high-quality headstones and memorial monuments, serving clients within a 100-mile radius of its physical location at 820 NE 4th Street.
Over the years, Northland Companies has expanded its presence across five verified locations in Anoka, Longville, Grand Rapids, Jenkins, and Dent, operating under the unified Northland Companies brand. This multi-location structure allows them to serve a broader area across Minnesota while maintaining their commitment to craftsmanship, compassion, and personalized memorial services that help families honor their loved ones.
The Challenge
Before Fencepost got involved in the SEO strategy, Northland Companies was already in a relatively stable digital position; however, several underlying issues limited its growth potential and visibility in local search.
Limited Organic Traffic and Visibility
Despite having a healthy SEO foundation, the website was attracting only six organic visitors per month according to Ahrefs data. That’s LOW. This extremely low traffic volume meant that even though the site was technically sound, it wasn’t reaching its target audience: local families searching for headstones or memorial services online.
Plateaued Local SEO Performance
The business had an average local map ranking of 4.53 on Google Maps, which reflected strong customer satisfaction but also suggested a plateau in visibility. High ratings alone weren’t translating into higher search impressions or conversions because the Google Business Profile lacked optimization for discovery-based searches (e.g., “monument maker mn”).
Low Lead Generation from Organic Channels
The limited online visibility directly impacted new business leads coming in on the website. With most discovery happening through word of mouth and referrals, Northland Companies was missing out on a massive segment of customers searching online for memorial services.
Business Impact
These challenges meant that, despite having a strong reputation and decades of experience, the company wasn’t translating that into digital growth or measurable ROI. Without a consistent flow of qualified organic visitors, the business risked losing local search market share to newer competitors with stronger SEO strategies.
Objectives
From the start, Fencepost’s primary SEO focus was to establish clear, measurable goals that aligned with Northland Companies’ vision of expanding its online visibility and attracting local customers seeking headstone and monument services. The following objectives were set to guide the SEO strategy:
- Increase Organic Traffic by 50% Within 6 Months
The campaign aimed to grow website visits from organic search through improved keyword targeting, content optimization, and Google Business Profile engagement. - Rank in the Top 3 for High-Intent Keywords
Priority was placed on ranking for keywords such as “monument maker mn”and “custom monuments near me”, terms directly tied to purchase-ready search intent. - Boost Conversions from Organic Search by 20%
By optimizing the website’s calls-to-action, local schema markup, and contact pathways, the goal was to turn more visitors into phone calls, form submissions, and in-person consultations. - Enhance Google Business Profile Engagement by 40%
With a focus on improving visibility in Google Maps and the local pack, the objective was to increase profile views, direction requests, and customer interactions. - Build a Strong Local SEO Foundation for Long-Term Growth
Beyond short-term visibility gains, the project also sought to establish a sustainable SEO framework through citation building, consistent content updates, and reputation management.
Together, these objectives formed the foundation for a performance-driven SEO strategy designed to make Northland Companies a top local choice for memorial and monument services in Minnesota.
Our Approach
To address Northland Companies’ growth limitations and build a sustainable foundation for long-term visibility, we implemented a nine-month phased SEO strategy that combined technical refinement, content development, and local optimization. The approach was data-driven, guided by insights from Google Search Console (GSC), Ahrefs, and Google Analytics 4 (GA4).
1. Technical SEO
Our team began with a comprehensive SEO health assessment and baseline audit (January 2025) to identify and resolve site-level issues impacting crawlability and performance. Key actions included:
- Conducting monthly technical checks using Ahrefs Site Audit and Google Search Console to monitor indexation, sitemap, and crawl health.
- Fixing meta tag inconsistencies and missing meta descriptions (April 2025).
- Addressing internal linking gaps and pagination issues for cemetery and blog pages (July–August 2025).
- Improving site structure to maintain an SEO health score target of 95% or higher (September 2025).
2. On-Page Optimization
We optimized every on-page element to enhance search visibility and user experience. This involved:
- Updating title tags, headers, and metadata across primary service and blog pages.
- Performing keyword-targeted content revisions for insulation, masonry, concrete lifting, and monument-related topics.
- Adding schema markup to FAQ and location pages to improve SERP appearance and click-through rates (September 2025).
- Creating an internal linking framework between blogs, landing pages, and location-specific content.
3. Content Strategy
A consistent content calendar was implemented from Month 2 onward to build topical authority and meet user intent. This included:
- Monthly blog creation around high-intent topics such as “How Much Does Concrete Lifting Cost?”, “Thin Veneer Stone vs. Full Bed Stone,” and “ICF vs. Traditional Framing.”
- Development of cemetery and service location pages to target hyperlocal queries and support GBP rankings (July–September 2025).
- Introduction of content clusters to connect educational blogs with relevant service pages, strengthening contextual authority.
- Regular content refreshes and table-of-contents additions for improved usability and engagement metrics.
4. Link Building & Authority Growth
To enhance domain authority, we launched a sustained citation and backlink acquisition campaign, which included:
- Running and verifying 10 new local citations monthly across authoritative directories.
- Securing contextual backlinks from relevant regional and industry resources (May 2025).
- Consistent off-page monitoring via Ahrefs to track domain growth and referring domain quality.
5. Local SEO
Given Northland’s focus on serving families within a 100-mile radius, local SEO was central to our approach:
- Google Business Profile optimization in January 2025, including accurate NAP consistency, keyword-rich descriptions, and photo uploads.
- Implementation of weekly GBP posts to boost engagement and visibility.
- Expansion of GBP coverage through new location creation (Anoka, Jenkins, and cemetery-specific listings) between April and June 2025.
- Integration of local citation management and a review acquisition plan to further strengthen proximity-based rankings.
How We Did It
Tools & Methodologies
Throughout the campaign, we relied on a mix of professional-grade SEO tools and data tracking platforms:
Ahrefs
for backlink analysis, keyword tracking, and site health scoring.
Google Search Console (GSC)
for indexing and click-through performance monitoring.
GA4
for behavioral insights, organic conversion tracking, and traffic reporting.
GBP Insights
to monitor calls, direction requests, and post interactions.
PHASED STAGES
Implementation Timeline
To ensure steady growth and measurable results, the campaign was executed in phased stages over nine months, balancing technical improvements, content expansion, and local authority building and each month focused on specific milestones that collectively strengthened Northland Companies’ online presence.
Month 1 – January 2025: Foundation & Technical Setup
Goals: Establish a performance baseline and address core technical SEO priorities.
Key Actions:
- Conducted a complete SEO assessment and baseline reporting using Ahrefs and Google Search Console.
- Performed keyword research to identify high-intent local search terms.
- Developed the overall content strategy and roadmap.
- Initiated Google Business Profile (GBP) optimization and created weekly posting templates.
- Ordered 10 foundational local citations to begin improving local authority.
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Month 2 – February 2025: Content Rollout & Local Presence Expansion
Goals: Start publishing optimized content and strengthening local signals.
Key Actions:
- Launched location-specific service pages.
- Published the first blog post: “How Much Does Concrete Lifting Cost?”
- Continued weekly GBP posts for audience engagement.
- Ordered additional local citations and improved on-page structure.
- Sent the first monthly SEO performance report to track progress
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Month 3 – March 2025: Optimization & Multi-Location Targeting
Goals: Expand visibility to nearby service areas and strengthen on-page SEO.
Key Actions:
- Created landing pages for services in Longville (e.g., landscaping supply, masonry, insulation).
- Conducted technical and on-page SEO checks for internal linking and metadata alignment.
- Published Blog 1: “Insulation 101: What Is Batt Insulation and How Does It Compare to Other Types?”
- Prepared the next quarter’s SEO strategy plan for continuous scaling.
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Month 4 – April 2025: Advanced Optimization & New Location Launch
Goals: Boost keyword targeting and expand business listings.
Key Actions:
- Published Blog 2: “What Is Masonry Construction? Benefits and Uses.”
- Fixed missing meta titles and descriptions across priority pages.
- Created new service content clusters (e.g., spray foam insulation, fiberglass batt insulation).
- Launched a new Google Business Profile for Anoka location.
- Added cemetery-specific content mirroring Mattson Monuments page.
- Ordered another 10 local citations and performed a full tech check via Ahrefs and GSC Case Study – TEMPLATE
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Month 5 – May 2025: Authority Building & Technical Refinement
Goals: Strengthen domain authority and maintain technical health.
Key Actions:
- Published Blog 3: Thin Veneer Stone vs. Full Bed Veneer Stone.
- Created new service pages (e.g., waterproofing, concrete lifting, monument services).
- Fixed sitemap and SEO health issues to stabilize site indexing.
- Ordered new Anoka citations and began backlink outreach.
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Month 6 – June 2025: Content Scaling & Performance Monitoring
Goals: Scale content production and refine GBP management.
Key Actions:
- Conducted fresh keyword research for new content topics.
- Published Blog 4: ICF vs. Traditional Framing ,Which Build Method Is Right for You?
- Continued GBP posting and scheduling for all locations.
- Completed tech audits and citation orders for Jenkins and cemetery listings.
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Month 7 – July 2025: Location Page Expansion & UX Optimization
Goals: Deepen local content coverage and resolve site structure issues.
Key Actions:
- Built 6 cemetery location pages for enhanced local targeting.
- Published Blog 5: Don’t Let Trip Hazards Ruin Your Summer Gatherings and Blog 6: Concrete Lifting vs. Replacement.
- Fixed internal link structure for cemetery pages.
- Continued GBP post-scheduling and added pagination for improved navigation.
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Month 8 – August 2025: Continuous Publishing & Technical Fixes
Goals: Sustain content momentum and reinforce GBP presence.
Key Actions:
- Published cemetery-related blogs and location pages.
- Continued GBP updates and citation management.
- Addressed technical issues flagged in monthly audits (heading structure, internal linking).
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Month 9 – September 2025: Schema Integration & Final Optimization
Goals: Enhance search appearance and complete final refinements.
Key Actions:
- Implemented FAQ schema and Table of Contents on all blogs.
- Published Blog 7: Cultured Stone vs. Real Stone ,What’s the Difference?
- Conducted final technical SEO checks, achieving a 95+ Ahrefs Health Score.
- Ordered final local citations and verified NAP consistency across all listings.
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Results
The SEO campaign for Northland Companies delivered substantial, measurable improvements across traffic, visibility, and local rankings. By implementing a structured, multi-phase approach, the brand transitioned from minimal online reach to a top-performing local authority in its niche.
Explosive Growth in Organic Traffic
At the start of the campaign, the website averaged just 6 organic visitors per month (as reported by Ahrefs). By September 2025, that number had soared to 735 monthly visitors, representing a 12,150% increase in organic traffic.
The Ahrefs performance graph shows consistent upward growth beginning in April 2025, corresponding with the rollout of optimized location pages, blog posts, and structured data.
Key Contributing Factors:
- Technical SEO cleanup and health optimization.
- Consistent GBP posting and location-based content expansion.
- Strategic blog creation targeting search-intent keywords (e.g., headstones Grand Rapids MN, concrete lifting cost, monument makers MN).
Strong Local Keyword Rankings
The local grid map for the keyword “monument maker MN” demonstrates the company’s dominant local visibility across the Minneapolis–St. Cloud region.
By September 2025, Northland Companies achieved:
- An average local rank of 3.0, with 63% of positions in the top 3.
- Strong green clusters across Anoka, Minneapolis, and surrounding cities, signaling widespread Google Maps visibility.
- Significant ranking improvements for key service-related searches, particularly near newly optimized locations (Anoka, Jenkins, and Longville).
Impact: The business gained consistent exposure across its 100-mile service radius, positioning itself as one of the top monument providers in Minnesota.
Improved Engagement and Conversion Potential
While direct conversion data was limited, secondary indicators showed meaningful user engagement gains:
- Google Business Profile interactions (calls, directions, and post clicks) grew steadily month-over-month.
- Bounce rate reduction and improved average session duration from GA4 reporting, tied to new content and improved site structure.
- Increased lead inquiries through local search touchpoints and organic contact forms.
SEO Health & Authority Improvements
The campaign also strengthened Northland Companies’ technical foundation and online authority:
- SEO Health Score: Increased to 99 on Ahrefs by September 2025.
- Domain Authority & Citations: Boosted via 60+ verified local citations and consistent backlink acquisition.
- Structured Data: Implementation of FAQ and schema markup enhanced visibility in search features.
In summary…
Fencepost’s SEO strategy for Northland Companies demonstrates the power of a well-executed, long-term digital strategy. Starting from a modest online footprint with only a handful of monthly visitors, the business achieved a remarkable transformation, reaching 735 organic visitors per month and securing top 3 rankings across its key service areas.
By combining technical SEO precision, intent-driven content, and a robust local SEO framework, the campaign not only elevated Northland’s visibility but also strengthened its credibility as a trusted monument provider in northern Minnesota.
This success story reinforces a simple truth: SEO isn’t a one-time fix; it’s a growth engine. When supported by consistent optimization, data tracking, and high-quality content, even a traditional local business can evolve into a regional leader with measurable, lasting impact.
And while these results are significant, this is not the end; it’s the foundation. SEO is a continuous process of maintenance and growth, requiring regular monitoring, updates, and refinements to stay ahead of algorithm changes, competitors, and evolving search trends.
Northland Companies’ results prove that strategic, ongoing SEO investment delivers enduring returns, in visibility, in leads, and in long-term business growth.
Client Testimonial
Nathan L.
Key Takeaways
Consistent Local SEO Wins: Weekly GBP posts, monthly citation building, and location expansions created steady ranking growth and sustained visibility.
Strong Technical Health = Long-Term Gains: Achieving and maintaining a 95+ SEO Health Score ensured fast indexing, fewer crawl issues, and stronger ranking signals.
Content That Matches Search Intent Converts: Educational blogs and service-focused content (e.g., “How Much Does a Monument Cost?”) attracted high-intent visitors and improved trust.
Location Pages + Schema = Local Authority: Dedicated cemetery and service area pages, enhanced with FAQ and local schema, boosted visibility across the 100-mile service radius.
SEO Delivers Long-Term ROI: Organic traffic grew from 6 to 735 monthly visits, a 12,150% increase, with 63% of keywords ranking in the Top 3 locally.
Data-Led Strategy Ensures Continuous Improvement: Regular tracking through Ahrefs, GSC, and GA4 allowed ongoing adjustments for sustained performance.
Content + Technical + Local = Winning Formula: The campaign’s success proved that SEO synergy, between content, site health, and local optimization, drives the most impactful results.
Scalable Framework for Future Growth: The SEO foundation built during this campaign positions Northland Companies for continued visibility, traffic, and lead generation without ongoing ad costs.
Results That Scale
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Meet the SEO Expert
Behind the Results
Eloisa Viloria
SEO Specialist
Eloisa Viloria is an experienced SEO Specialist dedicated to helping brands increase online visibility and convert organic traffic into real business results. With nearly five years in the digital marketing space, she has developed and executed custom SEO strategies that have improved keyword rankings, enhanced local maps rankings, boosted website traffic, and indirectly contributed to sales conversions.
Eloisa’s approach blends technical SEO expertise with a deep understanding of content strategy and consumer behavior, ensuring that every optimization effort drives measurable growth and long-term success.