Rent My Appliances Case Study

Industry: Appliance Rental & Leasing | Services: Local SEO • Web Development | Timeline: 120 Days

Rent My Appliances is a Las Vegas-based appliance rental company specializing in affordable washer and dryer rentals starting at just $50/month. Serving residents, property managers, and landlords throughout the Las Vegas metro area, they provide flexible rental solutions without the high upfront costs of purchasing appliances. In a market dominated by national chains like Rent-A-Center and Aaron's, Rent My Appliances needed to establish a strong local presence and capture customers searching for affordable, flexible appliance rental options. Their goal was to become the go-to local alternative for washer and dryer rentals in Las Vegas by ranking prominently in local search results and converting website visitors into rental agreements.

The Challenge

The Problem

Rent My Appliances was a small local business competing against well-established national rental chains with massive marketing budgets and decades of brand recognition. They had a basic website with minimal SEO optimization, resulting in virtually no organic traffic or online visibility. When potential customers searched for "washer dryer rental Las Vegas" or "appliance rental near me," they were buried on page 3 or 4 of Google results, essentially invisible to searchers.

The appliance rental market in Las Vegas is highly competitive, with national chains dominating the first page of search results. Without a strong digital presence, Rent My Appliances was losing potential customers daily to competitors who appeared at the top of Google. Their cost-per-lead from paid advertising was unsustainable at $85+ per lead, and they needed a long-term solution to generate consistent, affordable leads through organic search. The business was operating below capacity and needed to increase rental agreements to achieve profitability.

Key Pain Points:

• Competing against national chains with massive SEO budgets and established domain authority
• Website ranked on page 3-4 for primary keywords (generating zero traffic)
• No Google Business Profile optimization or Map Pack visibility
• Missing out on high-intent local searches worth 3,000+ monthly searches
• Paid advertising costs were unsustainable ($85+ cost-per-lead)
• No content strategy to capture long-tail search traffic
• Poor website user experience leading to high bounce rates (78%)
• No citation presence across local directories

Strategy & Approach

We developed a comprehensive local SEO strategy focused on outranking national competitors, establishing local authority, and capturing high-intent search traffic. Here's exactly what we did:

🎨 Website Redesign & Optimization

Rebuilt the website from the ground up with conversion optimization and SEO best practices.

What We Did:

• Redesigned website with modern, trust-building UI/UX focused on local customers
• Created clear value proposition: "Affordable Washer & Dryer Rentals - $50/Month - Las Vegas Local"
• Implemented mobile-first responsive design (62% of traffic was mobile)
• Added prominent CTAs: "Check Availability," "Get a Quote," "Call Now"
• Built dedicated landing pages for different appliance types (washer/dryer, refrigerators, ranges)
• Created service area pages for Henderson, North Las Vegas, Summerlin, and Downtown Las Vegas
• Optimized site speed from 4.2s load time to under 1.8s (scored 92+ on PageSpeed Insights)
• Added trust signals: customer testimonials, delivery/installation guarantees, flexible terms
• Implemented live chat and online quote request forms
• Integrated Google Analytics 4, Google Tag Manager, and call tracking

🔍 Comprehensive Local SEO Strategy

Executed multi-layered local SEO approach targeting Las Vegas appliance rental searches.

What We Did:

• Conducted extensive keyword research identifying 80+ relevant search terms (5,200+ monthly local searches)
• Identified competitive gaps where local business could outrank national chains
• Optimized all title tags, meta descriptions, and headers with location-specific keywords
• Implemented LocalBusiness and Product schema markup for rich snippets
• Added FAQ schema targeting common questions: "How much does it cost to rent a washer and dryer?"
• Created location-specific H1s and content for each service area
• Fixed technical SEO issues: broken links, duplicate content, missing alt tags, XML sitemap errors
• Implemented breadcrumb navigation and internal linking strategy
• Added customer review schema to display star ratings in search results
• Optimized for voice search queries ("Where can I rent a washing machine near me?")

📍 Google Business Profile Optimization

Transformed Google Business Profile from inactive listing to lead-generating machine.

What We Did:

• Completely overhauled existing Google Business Profile with optimized information
• Selected optimal business categories: "Appliance Rental Service" (primary), "Appliance Store," "Delivery Service"
• Rewrote business description with keyword-rich, benefit-focused copy emphasizing local service
• Uploaded 40+ high-quality photos: appliances, delivery trucks, installation process, happy customers
• Defined service areas covering entire Las Vegas metro (20+ ZIP codes)
• Created and published weekly Google Posts featuring promotions, rental tips, and customer stories
• Added detailed services list with individual pricing and descriptions
• Set up Q&A section with 15 pre-emptive commonly asked questions
• Enabled messaging feature for instant customer communication
• Optimized for "washer dryer rental near me" and location-specific searches

🗂️ Strategic Citation Building

Built comprehensive citation profile across 70+ high-authority directories.

What We Did:

• Submitted business to major data aggregators to ensure consistent NAP across the web
• Created profiles on Yelp, Yellow Pages, Thumbtack, Angi, HomeAdvisor, and 60+ other directories
• Listed on appliance-specific and home services directories
• Built citations on Las Vegas local business directories and the chamber of commerce
• Ensured 100% NAP (Name, Address, Phone) consistency across all platforms
• Optimized each listing with complete business info, categories, descriptions, and photos 
• Monitored and corrected any citation inconsistencies or duplicates
• Added business to neighborhood-specific directories (Henderson, Summerlin, North Las Vegas)

📝 Content Marketing & Authority Building

Created targeted content to capture long-tail keywords and establish topical authority.

What We Did:

• Published 15 SEO-optimized blog posts targeting informational keywords:
  • "Washer and Dryer Rental vs. Buying: Cost Comparison for Las Vegas Residents"
  • "How Much Does It Cost to Rent Appliances in Las Vegas?"
  • "Appliance Rental for Landlords: Ultimate Guide"
  • "Best Washer and Dryer Brands for Rental Properties"
• Created comprehensive service area pages for each neighborhood
• Developed comparison pages targeting "rent vs buy" searches
• Added detailed FAQ section addressing 25+ common customer questions
• Optimized content for featured snippets and "People Also Ask" boxes
• Created rental calculator tool to engage visitors and capture leads
• Published seasonal content targeting college students, new residents, and temporary housing needs

⭐ Review Generation & Reputation Management

Built robust review acquisition system to compete with established competitors.

What We Did:

• Implemented automated post-rental email and SMS review request sequence
• Created direct review links for easy one-click reviewing on Google and Yelp
• Set up review monitoring system to respond within 12 hours to all reviews
• Trained staff on best practices for requesting reviews during delivery/installation
• Added review showcase widget on website homepage displaying recent 5-star reviews
• Generated 65+ Google reviews within 120 days (4.8-star average)
• Built review response templates for positive, neutral, and negative feedback
• Turned negative experiences into opportunities by addressing concerns publicly

🔗 Competitive Local Link Building

Acquired strategic backlinks to compete with national chain domain authority.

What We Did:

• Partnered with Las Vegas property management companies for referral links
• Guest posted on Las Vegas real estate and rental property blogs
• Secured links from local moving companies and storage facilities
• Listed on local chamber of commerce and business association websites
• Built relationships with apartment complex websites for referral partnerships
• Created linkable asset: "Complete Guide to Furnishing Your Las Vegas Rental"
• Acquired 30+ high-quality local backlinks from relevant websites
• Focused on links with local relevance rather than quantity

📱 Mobile Optimization for Local Search

Prioritized mobile experience for on-the-go searchers looking for immediate solutions.

What We Did:

• Implemented click-to-call buttons prominently on mobile devices
• Optimized for "near me" and voice search queries
• Created simplified mobile booking/quote request flow
• Ensured fast page load times on mobile (under 2 seconds)
• Added tap-to-text functionality for instant communication
• Implemented mobile-friendly forms with autofill capabilities
• Added Google Maps integration showing service coverage areas

📊 Conversion Rate Optimization & Analytics

Continuously tested and improved website elements to maximize lead generation.

What We Did:

• A/B tested different CTA button colors and placement (31% improvement in click-through)
• Tested pricing display strategies (showing monthly rate vs. total cost)
• Simplified quote request form from 12 fields to 5 (54% increase in form completions)
• Added social proof notifications: "John in Henderson just rented a washer/dryer set"
• Used Hotjar to analyze user behavior and identify friction points
• Implemented exit-intent popups with special offers (captured 8% of abandoning visitors)
• Set up goal tracking for phone calls, form submissions, and live chat conversations
• Created separate landing pages for different traffic sources and tested variations

🛠️ Tools & Platforms Used:

• Google Analytics 4
• Google Search Console
• Google Tag Manager
• Semrush
• Ahrefs
• BrightLocal
• Moz Local
• Hotjar
• CallRail (call tracking)
• Google Business Profile
• PageSpeed Insights
• Schema Markup Generator
• Screaming Frog SEO Spider

Execution Highlights

120-Day Implementation Timeline

Week 1-3: Discovery & Foundation

• Comprehensive SEO audit and competitive analysis completed
• Keyword research identifying 80+ target keywords
• Website redesign wireframes approved
• Google Business Profile optimization initiated

Week 4-6: Website Launch

• New website launched with complete technical SEO implementation
• All on-page optimizations completed
• Analytics, tracking, and conversion tools implemented
• Initial content published (10 pages + 5 blog posts)

Week 7-10: Authority Building

• Citation building campaign executed across 70+ directories
• Google Business Profile fully optimized with weekly post schedule
• Review generation system launched
• First batch of backlinks secured

Week 11-16: Content & Optimization

• Remaining blog content published (10 additional posts)
• Service area pages optimized for each neighborhood
• CRO testing and improvements implemented
• Local link building partnerships established
• Rankings begin improving significantly

Keyword Ranking Progression (120 Days)

Organic Traffic & Lead Growth (120 Days)

Google Business Profile Performance

Results

Key Performance Metrics

📈 392% Increase in Organic Traffic (120 Days)

🏆 Top 5 Rankings for 18 Primary Keywords (Top 3 for 9 Keywords)

📞 1,450% Increase in Organic Leads (From 20 to 310 Monthly Leads)

⭐ 4.8-Star Google Rating with 65+ Reviews

🗺️ #2 Map Pack Position for "Appliance Rental Las Vegas"

💰 73% Reduction in Cost-Per-Lead (From $85 to $23 per lead)

Detailed Achievements:

Search Engine Rankings:

• "washer dryer rental Las Vegas" jumped from position #34 to #2 (outranking Rent-A-Center and Aaron's)
• Achieved top 5 rankings for 18 out of 80 targeted keywords
• Ranked #1 for 3 neighborhood-specific keywords (Henderson, North Las Vegas)
• Successfully competed against national chains with 50x more domain authority

Local Search Dominance:

• Secured #2 position in Google Map Pack for primary keyword
• Appears in Map Pack for 65% of relevant local searches
• Increased Google Business Profile views by 3,854%
• 4.8-star rating with consistent positive reviews (65+ reviews in 120 days)

Traffic & Conversions:

• Grew from 285 to 4,650 monthly organic visitors in 4 months (392% increase)
• Website conversion rate improved from 7.0% to 6.7% (maintained despite 16x traffic increase)
• Generated 595 total organic leads in 4 months
• Phone call volume increased from 3 to 142 per month from organic search

Lead Quality & ROI:

• Cost-per-lead decreased from $85 (paid ads) to $23 (organic search)
• Lead-to-rental conversion rate: 32% (industry average is 18-22%)
• Average rental agreement value: $600 annually
• Total revenue attributed to organic search: $114,240 in Q1
• ROI on SEO investment: 580% within first 120 days

Competitive Victories:

• Outranked Rent-A-Center (national chain) for "washer dryer rental Las Vegas"
• Outranked Aaron's for multiple neighborhood-specific searches
• Captured featured snippets for 4 high-volume informational queries
• Achieved higher click-through rate than national competitors (local trust factor)

Business Growth Impact:

• Rental inventory increased from 45 to 120 units to meet demand
• Hired 2 additional delivery/installation technicians
• Expanded service area to include Boulder City and Pahrump
• Achieved 85% capacity utilization (up from 42%)
• Business reached profitability milestone 5 months ahead of projections

Content Performance:

• Blog content generating 1,200+ monthly organic sessions
• Rental calculator tool used 340+ times per month
• FAQ page became #3 most-visited page on site
• 12 blog posts ranking in top 10 for target keywords

Client Testimonial

"Working with Neon Digital Media completely changed our business trajectory. We were struggling to compete against the big national chains and burning through our marketing budget on expensive ads. Within 4 months, we went from being invisible on Google to consistently showing up above Rent-A-Center and Aaron's for our main keywords. Our lead volume has increased by over 1,400%, and the quality of leads is excellent, these are people actively searching for what we offer in Las Vegas. We've had to expand our inventory three times to keep up with demand. The ROI has been phenomenal, and for the first time since launching, we're operating at a profit. This investment in SEO has given us a sustainable competitive advantage we never thought possible as a small local business."

- Owner, Rent My Appliances

Success Framework

The Problem → The Solution → The Results

THE PROBLEM:

• Small local business competing against national chains
• Buried on page 3-4 of Google (invisible to customers)
• No Google Maps visibility
• Unsustainable paid advertising costs ($85/lead)
• Missing 3,000+ monthly local searches
• Operating below capacity

⬇️

THE SOLUTION:

• Complete website redesign with conversion focus
• Comprehensive local SEO strategy
• Competitive keyword targeting against national chains
• Strategic content marketing and authority building
• Aggressive Google Business Profile optimization
• 70+ local citations and 30+ quality backlinks
• Review generation and reputation management

⬇️

THE RESULTS:

• 392% organic traffic increase
• 1,450% increase in monthly leads (20 → 310)
• Top 5 rankings for 18 keywords
• Outranked national chains for primary keywords
• 73% reduction in cost-per-lead ($85 → $23)
• 580% ROI in 120 days
• Business reached profitability 5 months early
• Expanded from 45 to 120 rental units

Key Takeaways: How a Small Business Can Compete Against National Chains

This case study proves that small local businesses CAN outrank national competitors with the right strategy:

1. Leverage Local Relevance

National chains have generic content and limited local focus. We emphasized "Las Vegas" and neighborhood-specific content throughout, giving Rent My Appliances a local relevance advantage that Google rewards.

2. Target Competitive Gaps

While national chains dominated broad keywords, we identified and targeted long-tail, location-specific, and informational queries where competition was lower but intent was high.

3. Build Trust Locally

Through aggressive review generation and local link building, we established Rent My Appliances as a trusted local business, something national chains struggle to achieve.

4. Optimize for User Intent

We created content that exactly matched what local searchers were looking for, resulting in higher engagement metrics that signal quality to Google.

5. Focus on Conversion

While national chains drove traffic to generic pages, we created laser-focused landing pages for local customers, resulting in higher conversion rates and better ROI.

Ready to Outrank Your Competitors?

Let's build a local SEO strategy that puts your business on top.

At Neon Digital Media, we specialize in helping local businesses compete against, and beat national chains through strategic local SEO. If you're ready to:

✅ Dominate local search results in your market
✅ Outrank bigger competitors with deeper pockets
✅ Generate consistent, high-quality leads organically
✅ Dramatically reduce your cost-per-lead
✅ Build sustainable competitive advantages
✅ Scale your business profitably

Then it's time we talk.

📞 Book Your Free Strategy Call Today

We'll analyze your market, identify opportunities to outrank your competitors, and create a custom roadmap for local search dominance.

FAQs

What challenge was Rent My Appliances facing before working with Neon Digital Media?

They had almost no online visibility and were buried on page 3–4 of Google, losing daily leads to national chains like Rent-A-Center and Aaron’s.

How did Neon Digital Media help Rent My Appliances outrank national competitors?

Through a complete website rebuild, local SEO, Google Business Profile optimization, citation building, content marketing, and local link acquisition focused on Las Vegas search intent.

How quickly did Rent My Appliances see measurable SEO results?

Within 120 days they moved from page 3 to top-five rankings for 18 keywords and achieved a 392% increase in organic traffic.

What keywords drove the most leads for Rent My Appliances?

High-intent local searches like “washer dryer rental Las Vegas,” “appliance rental near me,” and “cheap washer dryer rental” produced the strongest conversions.

How did local SEO reduce the company’s cost-per-lead?

Organic search replaced costly paid ads, cutting cost-per-lead from $85 to $23 while maintaining lead quality and volume.

Why was optimizing the Google Business Profile important?

It helped the company rank in the Map Pack for appliance rental terms, generate calls directly from search, and showcase new photos, reviews, and service areas.

What role did online reviews play in Rent My Appliances’ success?

Positive Google reviews boosted trust and improved Map Pack visibility. The business earned 65 reviews averaging 4.8 stars in 120 days.

What content strategy helped increase organic traffic?

Neon Digital Media created blog posts, service-area pages, and comparison articles like “Rent vs Buy Appliances in Las Vegas,” targeting long-tail keywords and featured-snippet opportunities.

Can local businesses compete with national brands through SEO?

Yes. With a local-first strategy, smaller companies can outrank national competitors by focusing on location-specific content, local backlinks, and strong review signals.