Moving services | SEO promotion / US

This case study outlines the SEO strategy and results achieved for Two Men And A Moving Van, a moving services provider in Washington State. The project focused on enhancing online visibility, improving search engine rankings, and driving organic traffic and conversions through a multi-faceted approach encompassing technical SEO, content strategy, and link building.

About the Client and Goals

• Company: Two Men And A Moving Van LLC.
• Niche: The company provides moving, packing, unpacking, storage, furniture assembling, and disassembling services. They specialize in local residential and commercial moving, as well as VIP moving services.
• Region: The primary target region is Washington State, with a focus on cities like Seattle, Tacoma, Bellevue, Kent, Kirkland, and Mercer Island.
• Target Audience: Residents of Washington State with middle to high income levels, including those in the IT, military, and real estate sectors.

 

Project Goals: The primary goals were to improve search engine rankings on Google and Bing, increase organic traffic, and generate leads through the website. The client wanted to move away from a previous SEO engagement that lacked proactivity and strategic implementation.

Initial Situation (Baseline): At the start of the project 2022, the website had a foundational but under-optimized presence:

• Domain Authority (DA): The initial MOZ DA was 13.
• Backlinks: The site had 131 linking domains and 3,000 inbound links.
• Indexed Pages: There were 44 pages indexed in Google and 50 in Bing.
• Initial Rankings: Key commercial queries were ranking poorly. For example, in Seattle (March 2023), «movers in seattle» was at position 20, «moving company seattle» at 28, and «local moving seattle» at 17. In some cases, rankings were as low as position 86.

 

Stages of Work

Our strategy was implemented in several key stages, from foundational audits to ongoing optimization and link building.

1. Technical and Commercial Audit

An initial audit on December 28, 2022, identified several areas for improvement:

• • Technical SEO:
    • • The robots.txt file needed updating.
      • A page with a 301 server response code was present in the sitemap and required removal.
      • Canonical tags were needed for duplicate pages like /locations-served/moving-company-seattle-wa/ to point to the homepage.
      • Alt and Title tags for images were missing on key pages.
      • The structure of heading tags (H1-H6) was improperly used on several pages, with the homepage having multiple H1s.

    

    • All external links needed rel=»nofollow» attributes and to be set to open in a new window.

 

• Commercial & UX Factors:
  • The website’s loading speed was slow for both mobile and desktop users.
  • The contact information block was incomplete, lacking photos and names of administrators.
  • Breadcrumbs were not implemented on all internal pages.
  • A «Back to Top» button was recommended for better user navigation.

 

2. Semantic Core and Content Strategy

A comprehensive semantic core was developed to target the client’s diverse service offerings and locations.

• • Keyword Collection: Thousands of keywords were collected, covering general terms («movers seattle»), location-specific queries («movers renton wa»), service-specific queries («commercial moving,» «piano mover»), and informational «how-to» queries («how to move furniture»).

• • Site Structure Expansion: Based on the semantic analysis, a significant expansion of the site structure was planned. This involved creating dozens of new pages for specific locations (e.g., Auburn, Kent, Tacoma) and niche services (e.g., Gym Moving, Laboratory Moving, Vending Machine Moving). This expansion was planned in multiple stages to systematically build out the site’s authority.

• • Content Implementation: A content plan was created of new, unique text to populate the new pages and optimize existing ones. Each new page was assigned a set of target keywords, with clear instructions for copywriters on incorporating these terms naturally and creating an internal linking structure.

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3. On-Page Optimization and Implementation

• • Meta Tag Optimization: Optimized Title, Meta-Description, and H1 tags were written for all key pages based on the clustered semantic core. For example, the homepage title was set to «Cheap Local Moving Company in Seattle, WA — Mover Help Best Price | Two Men And A Moving Van».

• URL Structure: A logical URL structure was implemented for new pages, such as /services/furniture-assembling-and-disassembling/. 301 redirects were planned to map old URLs to the new ones.
• Internal Linking: A detailed internal linking plan was executed within the new content. Anchor texts were based on target keywords to distribute link equity and guide users to relevant pages.

 

4. Link Building

A sustained link-building campaign was crucial for building the site’s authority.

• Link Acquisition: Links were acquired through guest posts, forum discussions, and placements on high-DR sites. Between May 2023 and March 2025, links were placed on dozens of domains, including:
  • High-authority news and information sites like apnews.com (DR 91), digitaljournal.com (DR 87), and cpomagazine.com (DR 80).
  • Industry-relevant blogs and forums like www.arrl.org and smmirror.com.
• Backlink Profile Growth: The campaign resulted in steady growth of the site’s backlink profile metrics.
  • DA: Increased from a baseline of 13 to 25 by March 2025.
  • Linking Domains: Grew from 131 to 181 by January 2025.
  • Google Index: The number of indexed pages grew from an initial 44 to 436 by March 2025, reflecting the content expansion and improved crawlability.

Date	MOZ DA	Linking Domains	Google Index
Baseline	13	131	146
Mar 2023	14	128	143
Dec 2023	18	148	275
Jun 2024	21	156	236
Dec 2024	23	173	349
Mar 2025	25	176	436

 

Results

The comprehensive SEO strategy yielded significant improvements in rankings, organic traffic, and conversions over the course of the project.

1. Ranking Growth

Keyword positions saw dramatic improvements across multiple geographic targets. By June 2025, many keywords had entered the TOP-10 and TOP-3 positions.

• Queries like «moving company ruston» and «chandelier movers near me» also achieved position 1 rankings.
• In Seattle, «local moving seattle» improved from position 37 in March 2023 to position 10 by January 2025.
• «Cheap movers seattle» in Kent improved from outside the top positions to position 10 by February 2023.

Position Dynamics in Seattle (Google)

Keyword	Mar 2023	Dec 2024	Jan 2025	Improvement
local moving seattle	17	16	10	+7

 

2. Organic Traffic and Conversions

The growth in rankings translated directly into a substantial increase in organic traffic and conversions, especially when comparing year-over-year data.

• Traffic Growth: Organic traffic in February 2024 reached 3,202 users, a more than 10x increase compared to 281 users in February 2023.
• Conversion Growth: Similarly, conversions surged.
• The project consistently outperformed the previous year’s metrics for both traffic and conversions throughout 2024.