How the Largest US Wholesale Distributor of Landscape Supplies Accelerated Online Growth With SEO

Big Reach. Bigger Precision.

SiteOne partnered with Go Fish to scale performance across paid and organic channels—aligning strategy, audience targeting, and media execution to drive measurable results across a massive footprint.

SiteOne Landscape Supply is a leading B2B provider of landscaping and horticultural supplies, serving customers across the United States and Canada with a wide range of products to support their outdoor and green space needs.

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the challenge

Clicks are cheap. Conversions aren’t.

The goal was clear: drive more qualified organic traffic, keep users engaged, and turn visits into conversions through smarter site strategy and SEO.

Services

SEO

I can describe Go Fish’s SEO services in a single word: effective. It’s not always easy to measure the impact of organic search on a company’s revenue but with Go Fish, we never had to question it. Our rankings, traffic, and revenue soared consistently as a result of the agency’s holistic approach to SEO.

Sr. Director Project Management, SiteOne

strategy

Planting the seeds of an effective organic search strategy.

Historically, SiteOne generated almost all revenue from their hundreds of physical locations around the US and Canada. In recent years, the company has started to focus on building a hybrid revenue model that included eCommerce sales through their website.

SiteOne came to Go Fish, an agency with a rich eCommerce experience, to help them grow their digital footprint and ensure that their site was findable and optimized for crawling, usability, and content.

Go Fish developed a comprehensive SEO strategy to enhance SiteOne’s organic visibility, improve keyword ranking, and drive qualified traffic to their site. Our approach included two key elements: content creation and technical expertise.

Content Creation

Go Fish partnered with SiteOne’s product line managers to develop smart, digestible content that targeted highly relevant industry keywords.

This partnership was instrumental in helping Go Fish develop content that resonated with SiteOne’s target audience and catered to their specific needs, ultimately enabling the landscape supplies giant to meet the demands of a broader audience and establish a meaningful online presence.

Technical SEO

On the technical front, Go Fish provided extensive recommendations to SiteOne’s development team to ensure the seamless implementation of the brand’s broader SEO strategy.

We offered precise coding solutions, including structured data implementations, to improve the website’s technical SEO and increase its overall organic search visibility. For the fastest results, we prioritized high-impact changes that had outsized effect on the website’s performance.

results

Smarter strategy.

A sharper approach delivered measurable winsStronger performance.

25%

YoY increase in organic traffic.

More qualified users, more often – driven by smarter SEO and content strategy.

62%

Increase in keywords in top 3 positions.

High-intent visibility climbed fast, with key terms landing top-of-page real estate.

10%

Increase in total ranking keywords.

Expanded coverage across priority topics laid the groundwork for long-term growth.

SiteOne Landscape Supply has seen consistent growth across all key SEO metrics. The focus on high-quality content has increased nonbrand keyword rankings in the top 3 positions by 40.8%, indicating a tremendous growth in awareness.

This awareness, in turn, translated into a 22% YoY increase in organic impressions and a 24.8% YoY increase in organic traffic.

Importantly, despite the increase in traffic, the quality of website visitors did not suffer. In fact, organic bounce rate decreased by nearly 7% while conversion rates remained consistent year-over-year.

These results not only demonstrate our team’s ability to drive SEO success but also indicate the sustainable impact on SiteOne’s online presence and user engagement.

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