CASE STUDY

From Weeds to Leads: SEO and GEO Organic Growth Strategies for TruGreen

See how Brafton helped propagate TruGreen’s residential business search presence to achieve healthier organic results in the long term.

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TruGreen is a leading professional lawn and landscape health service provider across North America. The company specializes in comprehensive, science-backed care for lawns, trees and shrubs, offering services such as fertilization, weed control, pest and disease management, soil amendments, aeration, overseeding and organic treatment options.

THE CHALLENGE

Bearing Fruit From Both Ends of the Business

On a mission to cultivate their residential side of the business, TruGreen needed formal, grassroots search engine optimization (SEO) and generative engine optimization (GEO) strategies to win attention from users and AI-powered search tools alike.

THE SOLUTION

SEO analysis and pruning.

Ongoing SEO blog content created for users and generative AI engines.

Brafton started by defining TruGreen’s target audience to identify common pain points and opportunities that would inform relevant, high-value content. Once we knew where to aim, we kick-started ongoing SEO analysis to improve TruGreen’s search strategy foundation and content library.

Ongoing keyword research, Search Performance Briefs (SPBs) and blog content enabled Brafton’s editorial team to write engaging pieces to position TruGreen as an industry thought leader — with a catalog of high-value content to back it up.

THE OUTCOME

Abundant Organic Growth for a Satiated Search Strategy

+64%

YoY increase in organic ranking keywords.

+67%

YoY increase in Page 1 rankings.

+228%

YoY increase in blog impressions.

+40%

YoY increase in blog clicks.

As a result of Brafton’s SEO and GEO work, visibility for TruGreen’s residential arm of the business soared, securing a +192% increase in website impressions year-over-year, including a +40% boost in blog impressions quarter-over-quarter.

More eyes means more clicks. 73% of Brafton-created blogs for TruGreen are now ranking on Page 1, with nearly half of those securing either Position 1 or a spot in AI Overviews. As a result, website clicks are up +66% QoQ while sessions rose +27% QoQ.

Our targeted site optimizations — with all the fresh traffic they’re bringing — position us to convert TruGreen’s growing audience into loyal customers.

As we continue working with TruGreen to improve organic search performance, these wins provide ample fuel to support auxiliary strategies to increase brand awareness further. While Brafton keeps SPBs, blogs and blog re-optimizations coming to continue winning SERP ownership, we’re looking ahead and considering other forms of content, like short-form videos, infographics and social media carousels to support our ongoing marketing efforts with TruGreen.

Are you looking for greener grass when it comes to organic search? Brafton has the fertilizer to help you grow right where you are. Ask us how!