400% Growth in 12 Months: How A Moving Company from Phoenix Optimized its Digital Footprint

Camelback Moving Inc. is an independent moving company based in Phoenix, Arizona. Led by Chad Olsen, the company has been serving residential and commercial customers since 2005. 

The company provides local and interstate household moving, commercial relocations, packing, storage, office relocations, specialty installations, and other specialized moving services.

When they came to us, they already had a strong local presence. The company reported over 70,000 completed relocations and had an established service operation behind the brand. What they wanted was to elevate their online visibility. 

So, rather than to help build a moving company from scratch, the primary focus of our SEO campaign became to improve how effectively this existing  business could be discovered through organic and local searches.

Project Overview

The competitive landscape for Camelback Moving Inc. was already crowded. The brand was competing for the same high-intent searches with other established local companies, national moving brands, franchise operators, and lead-generation sites

As a result, ranking alone wasn’t the company’s main concern. What they wanted was to get more qualified moving enquiries from search. 

Instead of only increasing their online visibility, the clients wanted to capture more qualified moving enquiries. So, we prioritized optimizing their existing online presence to turn it into a lead-convertion engine, rather than just increasing the site’s overall keyword count. 

Our goal was to improve visibility for commercially relevant searches while strengthening the site’s ability to compete in both organic results and local search. 

We designed a 12-month campaign focusing on rebuilding their website’s technical foundation, expanding thin service content into a proper service and city page structure, and optimizing their Google Business Profile.

The campaign was divided into four phases: Technical foundation, on-page and structure, local presence/GBP, and content-link optimization. The order was important as every phase depended on the one before it.

Goals We Set for The Campaign

We designed and implemented a 12-month engagement campaign targeting organic visibility, local search, technical SEO, and lead generation. As the company focused more on conversion, we treated calls and form submissions as the key business indicators. 

Additionally, we used organic rankings, traffic, and local visibility to measure the search performance supporting those outcomes. Before the work started, we defined clear goals with specific targets so the outcomes are measurable. 

Here are the goals we set before diving into the campaign: 

Website Status Before the Campaign

Before we started the campaign in January 2024, we captured the baseline covering organic traffic, keyword visibility, Search Console performance, and indexed pages. We logged everything before any change was made to the site or the profile. 

These figures provide the reference point for measuring changes over the following 12 months. Here’s what the baseline looked like: 

Next comes the keyword position distribution. The data showcased a clear gap in visibility. We tracked 1,403 keywords in total. Only a mere 8.4% of them (118 to be exact) appeared on Google’s first result page. The majority of them (86.6%) ranked below 20. 

Here’s what the baseline revealed: The site received only a fraction of the traffic it had the capacity to serve. It’s not like they had zero visibility. Although they were ranking for 1400+ keywords, a very few of them were actually able to generate meaningful organic traffic.

The more pressing issue was structural: core service pages were thin, some priority pages were competing with each other, there were a lot of missed opportunities, and most importantly, their strongest local visibility asset (their GBP) was underrated. 

Full SEO Audit

Before we carry out any changes, we conducted a full-audit for Camelback Moving’s website, Google Business Profile, local listings, backlink profile, and key competitors in the Phoenix market.

This included a full crawl, manual review for all the key pages, GBP inspection, in-depth competitor analysis, and a complete citation/backlink review. 

The audit indicated that the site’s biggest issue wasn’t thin content or low backlink count. It was the core foundation that supported them: many key pages had technical and indexing issues, the service structure wasn’t aligned with the search intent, local signals were inconsistent, and a lot of core service pages lacked dedicated content. 

We prioritized the issues based on their likely impact, and our campaign goal. 

1. Technical SEO

We started with the fundamentals: technical SEO. The audit identified a number of issues that could limit how efficiently search engines crawled, rendered, and evaluated important pages. Our findings looked like this: 

2. On-Page SEO & Site Structure

Next, we shifted our focus to the site structure and on-page SEO elements. We found that the site’s page-level optimization and information architecture did not clearly communicate which pages should compete for which searches.

Here are the issue we identified: 

3. Local SEO & Google Business Profile

Camelback Moving served multiple Phoenix-area markets, but we found that the website, listings, and Google Business Profile were not consistently reinforcing that local relevance, creating another foundational gap. 

Here’s how we listed our audit data around their local SEO optimization practices & Google Business Profile (GBP) management: 

4. Content and Conversion

Here’s What the Audit Revealed

When we put all the puzzle pieces together: a bigger picture emerged. Camelback Moving was facing a much more severe problem than just a content-volume problem. Their foundation was weak, and as a result, the website failed to convert qualified leads. 

Even after they had 1400+ ranking keywords, technical issues kept them from converting website traffic into meaningful conversions. Their service architecture did not clearly map to commercial search intent, and their local signals were not consistently reinforcing the business entity across the internet. 

This finding shaped our campaign strategy.

How We Optimized Camelback Moving’s Website

To implement our SEO optimization strategies, we prioritized the fundamentals above all else. We made sure that the site could be crawled, understood, and mapped cleanly to the services and locations Camelback Moving wanted to rank for. 

That’s how we ensured that Camelback Moving had a stronger foundation that could support sustained growth. Only after that, we move into fixing other issues.

We sequenced the campaign around dependency: technical issues first, site structure and on-page optimization second, commercial and local coverage next, and authority-building after the underlying foundation was in place.

This approach allowed each stage to support the next rather than treating technical SEO, content, local SEO, and link building as separate campaigns.

Phase 1: We Fixed The Technical Foundation

Our first order of business was to make sure search engines could reliably crawl, index, and evaluate the site’s important pages. Here’s how we optimized for that: 

• Improved core web vitals through compressing and converting images, deferring non-critical scripts, and reducing mobile load times.
• Resolved indexing and crawl issues and repaired internal 404 errors.
• Flattened redirect chains to create cleaner paths between old and current URLs.
• Rebuilt and resubmitted the XML sitemap, then monitored index coverage in Google Search Console.
• Added canonical tags and resolved mixed-content warnings across the site.

Our goal for this phase was to remove technical barriers that could prevent subsequent SEO work from producing its full effect.

Phase 2: We Optimized Key Pages and Their Content

Once the technical foundation was solid, we focused on how the site communicated its services and search targets. To achieve that, we: 

• Revised title tags and meta descriptions with unique and targeted keywords so all the key pages had search-focused metadata.

Rebuild the heading structures for each page around a clear H1 and made sure it had a logical supporting hierarchy.

Assigned a primary search target to each key page, and fixed the cannibalisation issue by clarifying the purpose and targeting.

Implemented appropriate LocalBusiness / MovingCompany, Service, FAQ, and Breadcrumb schema where relevant.

• Expanded thin service pages into detailed, intent-matched pages covering local, long-distance, and commercial moving, as well as packing and storage.
• Added descriptive alt text for all the images across the site.

This phase created a clearer relationship between service, search intent, and landing page. It also strengthened the site structure covering commercial services local markets, and supporting customer questions.

Phase 3: Local Search Visibility Optimization

Next, we moved into optimizing Camelback Moving’s local search visibility. We prioritized strengthening their local signals across Google Business Profile and third-party directories. Our workflow looked something like this: 

• Optimized the missing fields in their GBP, including primary/secondary categories, service list, and business description. 
• Corrected NAP inconsistencies across existing directories.
• Introduced a post-job review request process to improve review volume and recency.
• Added and answered relevant Q&A based on real customer questions.
• Established a regular schedule for posting and image uploading in their GBP.
• Build a system to generate additional citations across relevant national, local, and industry-specific platforms.

Our objective for this phase was to make the business’s services, location, and identity more consistently represented across the local search ecosystem.

Phase 4: Content and Authority Optimization

Lastly, we moved onto building credibility across Camelback Moving’s organic and local visibility. As the site’s technical health, topical coverage, local relevance, and internal structure improved, new authority signals had a stronger foundation to support. 

Here’s how we did it: 

• Created dedicated city and service-area pages for key Phoenix-area markets the company genuinely served.

• Transformed thin service pages into detailed, intent-matched pages for local, long-distance and commercial moving, packing and storage services.

• Added supporting informational content around questions potential customers ask before hiring a mover, including moving costs and relocating to or within Phoenix.

• Strengthened conversion elements for commercial landing pages with clear pricing guidance, process information, reviews, and other trust signals.
• Earned referring domains through targeted outreach, industry opportunities, and relevant community and business listings.

This phase allowed us to finally establish a conversion-focused lead-generation engine that their new website could support. Rather than adding more SEO activity to an already constrained site, we first removed the barriers that were limiting its ability to compete.

Project Outcome

The objective of our SEO optimization campaign was not simply to increase the number of keywords the site ranked for. The goal was to turn the improved technical, structural, and local foundation into greater visibility for commercially relevant searches.

Let’s now look at how much the campaign actually worked in improving Camelback Moving’s conversion optimization strategy: 

1. Organic Search Performance

We measured the January 2025 results against the January 2024 baseline using the same primary data sources. 

After successfully resolving all critical, technical, on-page, content, and local issues, we saw a substantial improvement across their organic traffic, keyword coverage, first-page rankings, and the site’s authority profile. Here’s a snapshot of that: 

One thing to clear here: the percentage gains look large because the starting point was low. We didn’t solely focus on increasing total ranking keywords. Our primary target was to move significantly more keywords into positions where they could generate meaningful organic traffic.

That shift matters because ranking for more keywords does not automatically translate into more business value.

And we crushed our goal. Organic visits increased over 5x, and keyword coverage nearly doubled. More importantly, first-page rankings increased from 118 to 370, and top-three rankings grew from 23 to 130. 

2. Search Console Performance

We also record a major shift in search exposure through Google Search Console data. Here’s what we saw after the campaign was over: 

• Total clicks increased from 17.3K to 35.7K
• Total impressions increased from 1.2M to 2.1M
• Average CTR grew from 1.4% to 1.7%
• Average Position went from 22.4 to 12.4

However, the growth wasn’t linear. Traffic increased through the middle and later stages of the campaign, with monthly estimates reaching more than 4,500 visits toward the end of the engagement.

3. Commercial Keyword Outcomes

The strongest evidence of improved search visibility came from the movement of commercially relevant Phoenix moving search terms. Below here are data we collected throughout our campaign using Ahrefs to compare the outcome against the baseline:

This is where the campaign’s structural work becomes visible in the rankings. We gave clearer, intent-matched landing pages to each of their commercial services, allowing those pages to compete for the searches they were designed to serve.

4. Ranking Distribution

We saw a similar pattern in the broader keyword distribution. Although the keyword growth happened all over the ranking spectrum, we managed to rank the most commercially meaningful keywords at the top. 

Here’s the overall distribution data: 

In a nutshell, their top ranked keywords (position 1-3) expanded by 465%, while page-one rankings increased by 220%. 

After the campaign, we noticed a number of high-volume Phoenix moving searches were among the site’s leading traffic-generating keywords. Here are the keywords that were generating the most organic traffic to Camelback Moving’s website: 

Together, these data indicated that our campaign was able to shift Camelback Moving’s focus from broad, lower-position visibility to stronger rankings for searches closely connected to their core services.

Business Outcome

Now comes the most important question: what was the impact of this improved visibility to Camelback Moving’s business expectations. 

We noticed the strongest business-facing changes appeared in Google Business Profile activity. Their profile views, calls, website visits, and direction requests increased significantly during the engagement, improving their visibility across organic search, local results, and emerging AI-driven search surfaces.

1. Their Local Demand Increased

For starters, their Google Business Profile data showed a significant increase in customer actions between the beginning and end of the campaign: 

These actions are closer to the business outcome than rankings alone: a searcher who calls, visits the website, or requests directions has moved beyond simply seeing the company in a search result.

2. They Became More Visible to Local Clients

The improvements were not limited to their GBP activity. By January 2025, Camelback Moving had reached page-one positions for several of its core commercial moving searches in both organic SERP and Local Pack. 

Those core search terms include “phoenix movers,” “moving companies phoenix,” “commercial movers phoenix,” and “movers in phoenix.” This brought more traffic to their website, and generated more profile views, calls, and direction requests. 

Here’s how those growth metrics improved over time: 

Month	Profile Views	Calls from Profile	Direction Requests	Website Clicks
August 2024	620	185	72	295
September 2024	910	274	120	342
October 2024	825	210	113	250
November 2024	745	362	139	472
December 2024	1.1K	421	140	600
January 2025	1.3K	568	214	700
6-Month Total	5,500	2,012	800	2,708

These growth metrics indicate that during the campaign, the company became more visible at multiple points where potential customers could discover, evaluate, and contact the business.

3. Thor Organic and AI Search Visibility Increased Too

Beyond the traditional blue-link rankings, we also saw a noticeable improvement in Camelback Moving’s overall authority profile. This meant increased visibility across AI-driven search surfaces. At the end of the campaign, here’s what we found from Ahrefs: 

• 247 AI Overview appearances and ChatGPT citations for the domain.
• Both branded and non-branded search ranking improved. 
• 793 referring domains and 10.4K backlinks.
• Domain Rating increased from 17 to 27.

However, AI search metrics should be treated as a visibility indicator rather than equated directly with leads or revenue. 

The more plausible outcome was: Camelback Moving’s content and entity were appearing across a broader range of search experiences than they had before the campaign. Our campaign produced a broader search footprint rather than a single isolated ranking improvement.

That is the practical outcome of our foundation-to-growth approach: the technical and structural work created a stronger platform for search visibility, while the local and commercial optimization helped turn that visibility into more customer-facing opportunities.

Testimonial from The Client

The statement below was provided by the business owner and approved for use in this case study.

“Working with Pexnet has been one of the best decisions we’ve made for our business. Our organic traffic grew from around 930 monthly visitors to more than 4,700, and we’ve seen a significant increase in qualified leads and overall ROI. Their team was proactive, transparent, and focused on results every step of the way” 

— 

Daniel Morgan

Owner, Camelback Moving Inc.

Phoenix, Arizona

Here’s a SS of the chat we had with him:

Final Results

Camelback Moving entered the engagement with an established business and existing search visibility, but their website and local search presence had foundational limitations that restricted how effectively they could compete for high-value Phoenix moving searches.

Over the next 12-months, we addressed those constraints in sequence: technical foundation first, then site structure and search targeting, followed by commercial content, local optimization, and authority building.

The result was a substantially stronger search presence across organic, local, and emerging AI search: 

• Their organic traffic grew by roughly 5x.
• Around 3x more keywords was ranking on SERP #1.
• More core keywords moved into top positions.
• All the technical, on-page, and local issues were resolved.
• Website health and performance improved significantly.
• Local (GBP) visibility increased over 5x.
• Review count nearly doubled.
• Referring domains increases over 10x.
• AI visibility and topical authority improved noticeably. 

However, the most important shift was: Camelback Moving’s search foundation became strong enough to support their future growth.

We started our campaign by removing the technical and structural constraints that were limiting the site’s existing potential. Then, we built clearer commercial coverage, stronger local signals, and greater authority around that foundation.

That progression turned a site with limited high-value visibility into a significantly broader online presence.