Case Study: Content Strategy & SEO Transformation for WM
Overview
WM’s Northern California–Nevada division needed a website that could serve as a central hub for marketing and communications—powering campaigns, generating awareness, and driving business growth. The existing digital presence was fragmented, outdated, and difficult for customers to navigate. Super Dimension was brought in to streamline the online experience, build an SEO framework, and create a system that would deliver measurable, long-term results.
Role
Super Dimension partnered with WM’s Communications team to:
Audit all existing online assets and platforms
Develop a content strategy aligned with business and user goals
Redesign and optimize the website using PHP, JavaScript, HTML, CSS, and WordPress
Create a centralized facility database with standardized content
Implement analytics and reporting through Google Analytics, Google Tag Manager, Google Ads, and Adobe Analytics
Strategy
Audit & Analysis
Our team identified that WM’s web presence consisted of dozens of outdated microsites and disconnected pages. Information was inconsistent, difficult to find, and poorly optimized for search.
Content Strategy
We designed a clear content strategy with three primary objectives:
Streamline discovery by consolidating and optimizing existing content
Increase search visibility by targeting high-value keywords
Build reusable landing pages to support future campaigns and paid media
Facility Database
A major component of the project was creating a centralized online database of WM facilities:
Audited more than 350 “accepted materials” and “available services” across legacy microsites
Standardized them into a master list of 50 core items
Designed content templates and organizational systems for consistency
Developed custom post types, PHP functions, and layouts in WordPress
Populated facility pages with standardized data and SEO-focused content
SEO Content Development
To support the new framework, Super Dimension created 25+ pieces of targeted SEO content designed to capture organic search traffic and direct users to facility pages.
Outcome
The updated strategy launched in July 2023 and delivered strong results:
+750% organic traffic in the first 3 months
+455% additional traffic growth by the 6th month
+1,400% increase in conversions
+950% growth in search visibility
Year-over-year results: +1,200% traffic, +20% engagement, +55% time-on-site
Key Takeaways
Streamlined, centralized content delivers a clearer customer experience.
Standardizing hundreds of data points created consistency and improved SEO performance.
Combining technical development with SEO-driven content produced lasting, measurable growth.