Our client is a premier cruise line that carries over a million passengers each year to more global destinations than any other cruise line.
When the premier cruise line approached 97th Floor to become the top Alaskan cruise line, we knew that traditional keyword-focused SEO wouldn't suffice. Search engines now evaluate brands holistically through E-E-A-T, requiring a comprehensive content strategy that engages audiences at every funnel stage.
To help Google and LLMs understand our client as the best option for Alaskan cruises, we shifted from targeting individual keywords to building comprehensive topic clusters. This created a network of interlinked content that demonstrates subject matter expertise while helping search engines understand content relationships and site architecture.
We strengthened on-page SEO elements and implemented strategic internal linking to establish interconnectedness between cluster content, ensuring all supporting pages link back to their respective pillar pages.
Deliverables
This growth reflects the impact of well-structured, high-intent content being surfaced prominently by AI tools—a strong signal that our content is recognized as authoritative and relevant.
Lawn Doctor's founders built the first-ever automated lawn care machine in the 1960's; today the business is a franchise model with locations all over the country.
When Lawn Care corporate approached 97th Floor, they were unimpressed with the results coming from their current SEO and PPC agency.
Lawn care is a highly seasonal business, but Lawn Doctor only saw a lift from digital marketing at the end of their busy season. Lawn Doctor needed a strategic partner to help them generate interest and get in front of customers ahead of the coming year's busy season to maximize sales . 97th Floor began work in November; we had three months to work before Lawn Doctor's busy season begins in March.
Working closely with Lawn Doctor, 97th Floor identified dozens of high-volume terms that were predominantly searched on mobile devices.
We then optimized key landing pages for these terms and worked with thought leaders, industry publications, and media outlets to acquire high authority backlinks over the course of the campaign.
Extensive user tracking and A/B testing enabled us to improve the user experience on the site, helping to convert the increased organic traffic coming in from the SEO campaign.
By the end of the campaign, Lawn Doctor outranked each of their competitors – locally and nationally.
Additionally, Lawn Doctor saw:
The SEO campaign was so successful that it produced Lawn Doctor's most profitable season to-date – talk about grassroots, huh?
