LSEO Case Study / Enterprise SEO + Link Building
How LSEO helped Ring grow estimated organic traffic 42% and more than double its ranking footprint.
Ring already had a powerful brand. The SEO opportunity was more specific: move a high-value home security page deeper into the commercial search results where buyers were actively comparing security systems, monitoring options, and alarm providers.
Case Study at a Glance
A focused authority campaign for a high-value commercial page.
Rather than spreading link equity across a large site, LSEO concentrated the campaign on one page tied directly to Ring's expansion in the broader home security category.
- Client
- Ring
- Industry
- Home security / consumer technology
- Engagement
- August 2021 - August 2022
- Performance snapshot
- September 2022
- Priority URL
- ring.com/security-system
- Core services
- SEO strategy, onsite recommendations, link building
- Authority cadence
- Approximately 25-35 backlinks per month
- Primary objective
- Move commercial-intent rankings toward page one
The Business Challenge
Ring had brand strength. LSEO's job was to expand non-branded commercial visibility.
The target page was already generating meaningful search visibility when LSEO began the engagement. But many of the searches that mattered most commercially - category terms around home security systems, alarm providers, monitoring, and related solutions - were still sitting outside the positions that capture the majority of organic attention.
The opportunity was not to reinvent Ring's website. It was to identify commercially valuable keywords with realistic ranking upside, strengthen the destination page itself, and concentrate additional off-site authority on that one URL.
What LSEO Found
The fastest path to growth was already visible in the rankings.
Ring's security-system page was not starting from zero. It already appeared for thousands of queries, which gave LSEO a large opportunity set to evaluate. The strategy focused on keywords showing enough existing relevance to move, while prioritizing terms with clear commercial intent.
Striking-distance opportunities
Commercial queries already ranking on pages two, three, and beyond created a measurable list of terms where incremental authority could matter.
One page, many keyword paths
The same commercial page could compete across overlapping home-security, alarm-system, monitoring, and provider-intent searches.
Authority needed to reach the page
The campaign was designed to direct backlink equity to the commercial URL itself instead of relying on Ring's overall domain strength to do all of the work.
The Strategy
Concentrate relevance and authority around the page that could turn rankings into demand.
LSEO combined onsite recommendations with a sustained page-level link-building program. Keyword focus rotated throughout the engagement as rankings changed, allowing the campaign to keep working across a broader commercial-intent cluster rather than chase one trophy keyword.
Commercial keyword mapping
LSEO prioritized keyword opportunities around the target page and rotated emphasis as different commercial terms gained traction.
Onsite content recommendations
Recommendations were included to strengthen the page's alignment with the searches and customer intent the campaign was targeting.
25-35 links per month
Authority was consistently directed to ring.com/security-system throughout the year-long engagement.
Diversified placement mix
Placements varied by content type, geography, domain authority, and niche, while anchor text rotated around relevant commercial terms.
How the Engagement Worked
A one-year campaign built around continuous measurement and reprioritization.
The program used a consistent monthly authority cadence while keeping the keyword strategy flexible. As one group of commercial terms improved, LSEO could rotate emphasis toward the next opportunity set.
Establish the page's ranking, traffic, and commercial keyword baseline.
Map high-value terms to the security-system page and identify striking-distance opportunities.
Provide onsite recommendations and build roughly 25-35 links per month to the target URL.
Adjust anchor and keyword emphasis as rankings move across the commercial cluster.
Compare the post-engagement keyword footprint, estimated traffic, and Top-10 visibility against baseline.
The Results
The target page grew across traffic, ranking breadth, and non-branded page-one visibility.
By the September 2022 performance snapshot, SEMrush showed materially stronger organic visibility for Ring's security-system page across every major measure used in this case study.
Traffic and traffic value are SEMrush third-party estimates, not Ring analytics or revenue reporting. See methodology below.
Commercial Keyword Movement
High-intent searches moved materially closer to - and onto - page one.
The campaign did not depend on a single keyword. The September 2022 export shows improvement across a wider cluster of category and provider-intent searches connected to home security.
| Commercial keyword | Aug. 2021 | Sep. 2022 | Movement | Sep. search volume | Sep. CPC |
|---|---|---|---|---|---|
| burglar alarm monitoring | #32 | #7 | +25 positions | 390 | $12.62 |
| wireless burglar alarm system | #21 | #7 | +14 positions | 140 | $9.41 |
| home security alarm system | #12 | #9 | +3 positions | 1,300 | $16.55 |
| security alarm system | #11 | #9 | +2 positions | 2,400 | $15.10 |
| home security companies | #40 | #20 | +20 positions | 6,600 | $18.23 |
| wireless home security systems | #30 | #17 | +13 positions | 3,600 | $7.20 |
| home alarm companies | #29 | #14 | +15 positions | 1,600 | $15.88 |
| house alarms | #23 | #11 | +12 positions | 1,300 | $12.09 |
| alarm companies | #26 | #16 | +10 positions | 3,600 | $16.74 |
| burglar alarm system | #21 | #11 | +10 positions | 1,000 | $11.46 |
Keyword examples were selected from matched terms appearing in both complete SEMrush exports. Search volume and CPC shown are from the September 2022 export.
Why the Strategy Worked
The campaign matched the authority investment to the page and searches that mattered.
Page-level focus reduced dilution
Instead of spreading the campaign across many URLs, LSEO concentrated authority on the security-system page selected to compete for commercial demand.
Keyword strategy followed intent, not vanity
The campaign rotated focus across commercially relevant searches, creating more ways for the same destination page to win qualified visibility.
Onsite and offsite signals worked together
Content recommendations strengthened relevance while sustained backlink acquisition increased the external authority supporting the page.
The Business Interpretation
More visibility where shoppers were expressing commercial intent.
The strongest evidence in this historical engagement is ranking and estimated traffic performance. LSEO does not have Ring's first-party conversion or revenue data from this period, so this case study does not assign a revenue figure to the SEO work.
What the data does show is a materially larger search footprint for the target page and stronger positions for searches such as "home security companies," "security alarm system," and "home security alarm system" - terms that reflect active category research and buying consideration.
What This Means in the AI Search Era
This case study predates modern AI Visibility measurement. The authority lesson still matters.
Measurement disclosure: LSEO's Ring engagement ran from August 2021 through August 2022, before LSEO's current first-party AI Visibility tracking and before generative answer engines became a measurable marketing channel. LSEO did not track Ring's AI visibility during the engagement and does not attribute any current AI-search performance to this historical campaign.
What Marketers Can Learn
Four lessons from Ring's page-level SEO growth.
Start with pages already showing search-market fit.
A page ranking across thousands of related queries gives an SEO team evidence about where relevance already exists and where additional authority may create faster movement.
Prioritize commercial clusters, not one vanity keyword.
A page can create far more value by improving across dozens of related buying-intent searches than by organizing the entire campaign around one headline term.
Send authority to the page expected to rank.
Domain strength helps, but competitive product and service pages often need their own off-site support. Ring's campaign concentrated links directly on the target URL.
Let performance change the next month's plan.
Rotating anchor and keyword emphasis allowed the campaign to respond to ranking progress rather than follow a fixed keyword list for twelve months.
Ring SEO Case Study FAQs
Questions about the engagement and results.
What SEO work did LSEO perform for Ring?
How long did LSEO work with Ring on this campaign?
What changed in Ring's organic visibility?
Which commercial keywords improved?
Did LSEO measure revenue generated by the Ring SEO campaign?
Did LSEO track AI Visibility for Ring?
Related LSEO Capabilities
Build visibility, authority, and measurable search performance.
Methodology and data note: Performance metrics in this case study were calculated from complete SEMrush historical organic-position exports for ring.com/security-system using August 2021 as the baseline and September 2022 as the post-engagement snapshot. "Ranking keyword footprint" refers to keywords appearing in SEMrush positions 1-100 for the URL. "Non-branded" excludes queries using "Ring" as a standalone brand term. Traffic and traffic value are SEMrush estimates and should not be interpreted as Ring's first-party analytics, conversions, or revenue. Commercial keyword examples shown above appear in both exports; September 2022 search volume and CPC values are displayed for context. LSEO's campaign lasted approximately one year, from August 2021 through August 2022.