CASE STUDY
Organic Growth That Compounds
How a Local Lawn Care Business Grew Organic Traffic by 7,364% in Just 10 Months
About the Client
Lawn Ace is a lawn care company based in Augusta, GA, serving the whole CSRA area. They offer services like mosquito control, insect control, fire ant control, weed control, and lawn fertilization.
Lawn Ace’s number one SEO goal was to get more qualified leads by ranking higher for keywords related to their key services, especially weed control, lawn fertilization, and mosquito control. Although mosquito control is currently the smallest part of their business, it has the highest profit margin. Lawn Ace wants to grow this service because many homeowners still think mosquito control is only done by pest control companies. This confusion happens because most lawn care companies aren’t licensed or trained to offer mosquito control, but Lawn Ace is.
We started the SEO program for Lawn Ace in November 2024 and ran it for nine more months. During that time, their growth was impressive: monthly organic traffic jumped by 7,364%, going from 148 to 11,047 visits, and the number of keywords ranking in the top three positions increased from 6 to 207. On top of that, monthly website leads went up from 2 to 37, and monthly phone leads grew from 36 to 85.
The Challenge
Lawn Ace was founded in November 2019 by the same team that previously owned and operated the Scotts Miracle-Gro franchise in Columbus and Augusta, GA for approximately ten years. So they’ve been around a long time!
Surprisingly, Lawn Ace’s website had very little organic traffic and ranked poorly for important keywords in a highly competitive market before Fencepost took over SEO. The screenshot below (from Ahrefs, November 2024) shows how the website performed before optimization. At that time, the business had an average order value of $682.
SEO Campaign Goals
Our primary objectives for the SEO campaign were to:
- Increase organic traffic by 50% within six months
- Achieve top 3 rankings in Google SERP for key target terms, including “mosquito control,” “weed control,” and “lawn care augusta ga”
- Boost lead generation and increase the average order value through improved visibility and user engagement
Our SEO
Approach
To help our client grow, we built a clear and complete SEO strategy that focused on five key areas: technical SEO, on-page optimization, content, local SEO, and authority building. Here’s a simple breakdown of what we did and the tools we used:
1. Technical SEO
We started with a full site audit to find and fix any technical problems that could hurt the site’s visibility or performance. This included improving site speed and mobile friendliness, fixing crawl and indexing errors, and enhancing structured data.
We also reviewed the sitemap, robots.txt file, and 404 errors to make sure search engines could easily access all key pages. For any pages not indexed by Google, we manually submitted their URLs to speed up the process.
2. On-Page Optimization
The website already had strong service and location pages, but they needed updates to perform better in search results. We improved title tags, meta descriptions, and header structure to make each page more readable and search-friendly. We also fine-tuned on-page elements to strengthen keyword targeting and improve user experience.
3. Content Strategy
Before adding new content, we made sure the existing pages were fully optimized. Starting in the fifth month, we began publishing at least four blog posts per month, each designed around target keywords and user intent. Every post supported the client’s overall SEO goals and helped drive qualified traffic.
4. Local SEO
To boost local visibility, we optimized the client’s Google Business Profile (GBP) and built consistent local citations. We posted weekly updates on the GBP and made sure the name, address, and phone number (NAP) matched across the website and all listings.
5. Link Building & Authority Growth
In August, we launched our link-building campaign to strengthen the site’s domain authority. Even with a late start, the website’s authority improved quickly. This growth came from both our targeted outreach and the high-quality content we created, which earned natural backlinks from other reputable sites.
How We Did It
SEO Tools That Powered Our Strategy
We used Ahrefs for keyword research, site audits, tracking SEO performance, and studying competitors. In addition, we relied on Google Analytics and Google Search Console to monitor website performance and discover which keywords were generating impressions and traffic.
PHASED STAGES
Implementation Timeline
Month 1 - November 2024
- Set up of access to assets (Website, Google Business Profile, Google Analytics)
- SEO Assessment
- Keyword Research
- Content Strategy for 12 months
- Baseline report
- Google Business Profile Optimization
1
Month 2 - December 2025
- Published a blog post
- Posted weekly updated on Google Business Profile
- Optimized Location Page and Service Page
2
Month 3 - January 2025
- Optimized 3 service pages and 6 location pages
- Submitted URL for indexing
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
3
Month 4 - February 2025
- Optimized 4 service pages and 3 location pages
- Submitted URL for indexing
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
4
Month 5 - March 2025
- Published 4 blog posts
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
5
Month 6 - April 2025
- Created 8 service+location page (i.e. mosquito control evans ga). There locations are their target areas in CSRA
- Published 1 blog post
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
- Added links to orphan pages
6
Month 7 - May 2025
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
- Published 5 blog posts
- Website fixes – Make the internal and external links visible by changing the font color
7
Month 8 - June 2025
- Published 4 blog posts
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
8
Month 9 - July 2025
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
- Submitted URLs not indexed
9
Month 10 - August 2025
- Enhanced local presence through citation management
- Posted weekly updated on Google Business Profile
- Installed Local Business Schema
10
Results
Organic Traffic Growth and Results
After we implemented our SEO strategy, Lawn Ace’s organic traffic increased by 7,364% in just 10 months. The growth started in May 2025 and has continued to climb steadily each month since. See the screenshot below for a visual of the results.
The strong growth in organic traffic was mainly fueled by higher keyword rankings for valuable search terms like “best weed killer,” “best mosquito control,” and “lawn care Augusta GA.” Improvements in technical SEO, on-page optimization, and consistent blog publishing also helped boost the site’s visibility and user engagement.
As a result, new user sessions increased by 1,192%. This rise in traffic and conversions led to higher revenue, with the average order value increasing to $724.99. In addition, monthly website leads grew from 2 to 37, while monthly phone leads rose from 36 to 85.
Keyword Rankings
The keywords ranking in the top 3 increased from 6 to 207 in 10 months. A 3,350% increase from when they started with Fencepost. See screenshot below:
After our optimization efforts, Lawn Ace saw major improvements in keyword rankings. Several targeted keywords reached the top three positions on Google, including high-value terms such as “Augusta GA lawn care” (which moved from rank 17 to 2nd) and “best weed control” (which went from unranked to 1st). These gains greatly increased the brand’s visibility in key service areas and drove a clear rise in both organic traffic and qualified leads.
Our continued optimization of title tags, meta descriptions, and content structure played a key role in achieving and maintaining these top positions, helping the site perform consistently well across competitive search terms.
AI Brand Visibility
Based on Ahrefs data, Lawn Ace also saw a steady increase in AI-driven citations, with links appearing in Google’s AI Overview, Perplexity, and ChatGPT results. This growth highlights the brand’s expanding visibility and credibility in AI-powered search environments.
Key Takeaways
Strategic keyword research and aligning content with search intent proved essential in driving qualified organic traffic.
Consistent content publishing worked well for Lawn Ace, creating blog posts related to their core services and optimizing existing pages helped boost visibility and traffic.
Internal linking between blog posts strengthened the site’s structure and helped distribute authority across key pages.
Optimizing title tags and meta descriptions with targeted keywords improved click-through rates and search relevance.
Patience pays off in SEO — steady, consistent efforts over time led to lasting growth and measurable results.
Results That Scale
Want to see results like this for your business?
Our proven SEO strategies can help you increase traffic, leads, and visibility — just like we did for Lawn Ace.
👉 Let’s Talk SEO Success
Meet the SEO Expert
Behind the Results
Lindey Rotoni
Senior SEO Strategist
This SEO campaign was led by Lindey Rotoni, Senior SEO Strategist at Fencepost, who designed and executed the strategy that fueled Lawn Ace’s impressive organic growth. Lindey is passionate about transforming SEO insights into measurable business results and has been helping companies grow through search since 2017.
With a strong background in content strategy and local search optimization, Lindey blends data-driven analysis with creative strategy to deliver meaningful outcomes. She believes that great SEO goes beyond driving traffic. It’s about building trust, authority, and sustainable long-term growth online.