Rural Telecommunications of America (RTA)

Fiber internet for homes and businesses in rural America, sold under the gigFAST INTERNET® brand. They're based in Texas, where most of their customers are, and are growing across the Midwest. Plans come without contracts or data caps, in English and Spanish.

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An installer fitting an internet antenna to a farmhouse porch in open Texas country

Results

3–4x return on ad spend
304% more qualified leads
500+ positive reviews
630% organic search growth

The challenge and the solution

The challenge

In internet service, the names everyone knows are AT&T, Verizon, Spectrum and Xfinity. Next to them, RTA was a small regional provider.

They needed to stand out as a brand and to win search visibility from companies far larger than them, on the budget of a smaller business trying to grow.

The solution

We built the foundation first and kept adjusting it as performance data came in. We set up locations across Texas so they rank on proximity, gave each one a fully configured Google Business Profile, and tied every nearby town to its nearest office with local pages and content on the website, linked together with traditional on-page SEO.

Once that was in place, we built links and citations so Google sees one consistent, reputable business, and started a review program that brings in positive reviews on a steady basis.

Paid search came last, to reach people beyond the organic results. We planned the ads and the organic work together, so one doesn't take clicks from the other.

A home router on a farmhouse kitchen table at dusk

Strategies

Local SEO

The groundwork that puts them in front of people searching in the towns they serve.

Locations across TexasWe set up locations across the state, each with its own Google Business Profile, and tied every nearby town to its nearest office.
Local pages and internal linksWe optimized the site around local content and linked the pages together so Google can follow how they fit.
Speed and crawlabilityWe made the pages faster and easier for Google to crawl.
Content for early researchWe wrote content for people still weighing their options, so they meet the brand before they start looking for a provider.
CitationsWe built citations so the business details agree everywhere they're listed.
Review acquisitionWe set up a steady flow of positive reviews, which signals to Google and gives people a reason to choose them.

Link building

Links to build their reputation with Google, started once the local foundation was set.

High-quality backlinksWe earned links from reputable sites to raise the domain's standing with Google.
Timed after the foundationLink building began once the locations, profiles and local pages were in place.
Local news sitesLinks from news outlets covering the towns they serve.
Telecom and tech sitesLinks from sites that write about internet service and technology.
Rural and community sitesLinks from community and rural-focused sites in their service area.

Google Ads

A custom account, built to bring in customers who are worth more over their lifetime than they cost to win.

A custom account strategyWe built the account strategy for their market and launched it.
Search adsSearch campaigns reach people who are looking for internet service.
Display for remarketingDisplay ads are used mostly to reach people again after they've visited the site.
Planned with the organic workPaid and organic run as one plan, so the ads don't pay for clicks the organic listings already win.
Cost per acquisition on targetCost per acquisition has held at or below target.

Landing pages

Custom pages for the ads, to carry people from the click towards the sale.

Built for the campaignsWe built custom landing pages for the Google Ads campaigns to improve the marketing and sales funnel.
Matched to the adEach page was built around its campaign, with the plans and the areas that campaign advertised.
One step to sign upEvery page leads to a single next step, so a click turns into an enquiry.
Tested and improvedForms, offers and headlines were tested, and the better version kept.