1. 🔍 Foundation: Local SEO Domination
This SEO-focused marketing playbook breaks down how Sun Solar scaled from $0 to $60M annually using search-first strategies.
Actions Taken
- Claimed and optimized 30+ Google Business Profiles across service areas.
- Targeted geo-modified keywords like “solar panels Springfield MO” and “solar installers near me.”
- Generated 3,000+ customer reviews with a review bonus program.
- Built localized landing pages for each city, county, and electric co-op in Missouri and neighboring states.
Key Metrics
- Increased local pack visibility in core service areas by 200% YoY.
- Generated over 7,000 leads annually from local searches alone.
2. Content Strategy: Rank, Recycle, Repeat
This SEO-focused marketing playbook is ideal for companies scaling organically.
Actions Taken
- Created a blog calendar focused on high-intent keywords:
“How much does solar cost in Missouri,” “Solar incentives Missouri 2024,” “Net metering explained.” - Reused top-performing blogs as:
- YouTube scripts
- Facebook carousels
- Email newsletter segments
- Monthly pillar posts with internal linking structure:
(“Residential Solar Guide Missouri” → links to 10+ subpages)
Results
- 85% of organic traffic lands on blog content
- 1 blog post generated 1,300+ leads over time (“Solar payback calculator”)
3. Technical SEO: Built for Scale
Site Improvements
- Fast, mobile-first website architecture with 90+ Lighthouse scores
- Schema for:
- Reviews
- Services
- FAQs
- LocalBusiness
- Smart redirects for every offline or outdated URL
- Separate subdirectories for commercial vs residential traffic (
/residential/,/commercial/)
4. Lead Funnel Optimization
SEO to Sales Flow
Use this SEO-focused marketing playbook to guide your growth planning.
- SEO content led to quiz-style lead magnets (e.g., “Is solar right for your home?”)
- Custom WPForms calculated:
- Estimated solar system size
- Monthly payment under Sun Solar’s lease program
- All SEO pages had CTA blocks every scroll screen (free quote, chat, phone)
5. Authority + Backlinks
Trust Building
- Published guest posts on:
- Missouri Clean Energy Coalition
- Solar Power World
- Midwest Energy News
- Cited in over 25 industry directories and publications
- Partnered with city chambers and economic councils for .gov backlinks
6. Hyper-Local Content Strategy
Tactics
- Every co-op got its own FAQ page (e.g., “Ozark Electric Co-Op Solar Policy 2025”)
- Google Ads keyword reports informed SEO targets with low CPC but high intent
- Featured customer stories + testimonials from each region
7. SEO-First Promotions
Campaigns
- “Black Friday Solar Deal” page outranked paid competitors within 4 days
- All promotional pages:
- Embedded structured data
- Clear countdown timers
- Tracked via UTM + Search Console for CTR testing
Tools Used
- SEMRush – keyword research + backlink audits
- Surfer SEO – content scoring & optimization
- Yoast Premium – WordPress integration
- Google Search Console – performance tuning
- Zapier + WPForms – lead capture automation
Lessons You Can Apply
| Action | Why It Works |
|---|---|
| Localize EVERYTHING | Google loves geographic relevance |
| Build pages for questions, not products | Solve, don’t sell |
| Automate lead flow from SEO | Turn intent into action |
| Publish before promoting | Let content age in search before pushing ads |
| Track conversion paths from blog to deal | Most don’t convert immediately—track their journey |
