--- title: "WAY Case Study — Rambling Media" url: https://ramblingmedia.com/case-studies/way description: "Organic went from roughly 150K monthly users to over 1.5M — around a 10x lift — by building templated local pages against the near-me demand that had no scalable coverage: gas prices, parking, car wash and insurance. Figures below are rounded estimates." lang: en --- Case Study — Programmatic SEO Local-intent programmatic pages built at scale across gas, parking, car wash and insurance. Monthly organic users (estimated) Starting benchmark 150K Monthly organic users, approx. Overall growth 10x About +900% across the engagement Peak result 1.5M+ Monthly organic users, approx. Organic went from roughly 150K monthly users to over 1.5M — around a 10x lift — by building templated local pages against the near-me demand that had no scalable coverage: gas prices, parking, car wash and insurance. Figures below are rounded estimates. ## Milestone Timeline 1. 150K Monthly organic users (approx.) Quarter 1 2. 400K Monthly organic users (approx.) Template rollout 3. 900K Monthly organic users (approx.) Vertical expansion 4. 2M+ Monthly organic users (approx.) Peak ### Indexed organic search growth Indexed monthly clicks (start = 100) Way sits in front of millions of everyday local searches — gas prices near me, car wash near me, parking near me — and had no scalable page inventory to meet them. The opportunity was structural, not editorial. The program built templated location and category pages from live local data, wired them together with city and vertical hubs, and layered editorial content on top to answer the research questions those searchers ask before they convert. A content-led PR push raised domain authority alongside it. Organic grew from roughly 150K monthly users to more than 1.5M — about a 10x lift — with gas programmatic pages alone contributing 150K+ sessions a month. Organic became a primary acquisition channel for a two-time a16z Marketplace 100 company. All figures on this page are rounded estimates. ## Search performance Site-wide organic search across the engagement window — rounded estimates, not exact totals. 11M+ Total clicks Across the period 600M+ Total impressions Across the period 1.7% Average CTR Approximate 19 Average position High teens, improving ### Gas pages — the biggest single driver Estimated performance for the gas programmatic page set alone. Gas price pages were the largest traffic engine in the program: a templated set built on live local fuel data, generating 150K+ organic sessions a month on their own and holding an average position around 9 — strong enough to feed app installs and downstream revenue across the rest of the marketplace. 150K+ Monthly organic sessions Gas pages only 1M+ Clicks Across the period 58M Impressions Approximate 9 Average position Approximate Work with us ## The same playbook, as a service Local pages at national scale, plus the unglamorous strategy work of deciding which verticals get built first. We run both as engagements — one builds the pages, the other keeps you from building the wrong ones. The partner revenue that came with it is its own engagement too. Programmatic SEO: https://ramblingmedia.com/services/programmatic-seo Digital Marketing Consulting: https://ramblingmedia.com/services/consulting Affiliate Marketing: https://ramblingmedia.com/services/affiliate-marketing ## Category Breakout ### Vertical breakout — indexed growth Traffic and revenue lift by vertical, indexed to a starting baseline of 100 so the relative scale is comparable. Percentages are approximate. - Insurance traffic (~+7,000%) Before 100 After 7,100 - Insurance leads (~+2,400%) Before 100 After 2,500 - Car wash traffic (~+900%) Before 100 After 1,000 - Car wash revenue (~+400%) Before 100 After 500 - Parking traffic (~+600%) Before 100 After 700 - Parking revenue (~+100%) Before 100 After 200 - Affiliate revenue (~+145%) Before 100 After 245 ### Local query fan-out One template, many phrasings. Positions are rounded estimates. - gas prices near me Unranked #4.0 - cheap gas near me Unranked #6.0 - gas stations near me #55.0 #8.0 - car wash near me Unranked #7.0 - parking near me #60.0 #9.0 - monthly parking Unranked #6.0 - airport parking #45.0 #10.0 ## Execution Roadmap 1. 01 ### Local data & templates Built the page architecture on structured local data so every city, station and lot could earn its own URL. - Local data pipelines - Template design and QA - Crawl and indexation setup 2. 02 ### Vertical rollout Rolled the model out across gas, parking, car wash and insurance one vertical at a time. - Gas price pages first - Parking and car wash next - Insurance quote intent last 3. 03 ### Editorial & interlinking Added an editorial layer that answered the research questions and fed link equity into the templates. - Blog and guide content - City and vertical hubs - Internal linking at scale 4. 04 ### Authority & conversion Backlinks through content-led PR, then conversion work on the highest-intent templates. - Digital PR and linkable assets - Domain authority mid-50s to high-60s - App install and lead CRO ## Growth Drivers ### Structured local data at scale Live local data made thousands of pages genuinely useful rather than thin duplicates. ### Template quality Each template carried unique on-page value — real prices, real locations, real availability. ### City and vertical interlinking Hubs tied every location page back into a crawlable structure, so new pages ranked faster. ### PR-led backlinks A content and PR program lifted domain authority from the mid-50s to the high-60s. ## Key Insights - Near-me demand is enormous and shallow — the winner is whoever can cover every combination with a page that actually answers. - Gas was the wedge: the highest-frequency query set, which then subsidised discovery for parking, car wash and insurance. - Insurance was the highest-value vertical, where traffic gains converted into a roughly 2,400% lift in organic leads. - Authority compounds: the same templates ranked materially better once domain authority climbed into the high-60s. ## More Case Studies Programmatic SEO ### Career Vault From 10K to 220K monthly organic traffic in eight months. https://ramblingmedia.com/case-studies/career-vault Search Growth ### Cruise Parking From a standing start to 31.5K clicks and 2.04M impressions. https://ramblingmedia.com/case-studies/cruise-parking Startup Launch ### MaineLove Zero to top-5 for "canned water" in year one — non-brand search doubled in the final six months. https://ramblingmedia.com/case-studies/mainelove Content SEO ### Crowd Cow Non-brand organic search up 63% year over year — 76.8K to 125K clicks. https://ramblingmedia.com/case-studies/crowd-cow SEO & ASO ### Big Fish Games Organic traffic +50% year over year, app installs +35% — and a 1M+ pre-registration launch. https://ramblingmedia.com/case-studies/big-fish-games Programmatic SEO ### VRAI Faceted jewelry pages, original content and a review engine built for high-intent search. https://ramblingmedia.com/case-studies/vrai Short-Term Rental Marketing ### Arnold Haven Bought the house, ran the remodel, built the marketing — a Superhost listing running three-plus years on big-group pricing, not high occupancy. https://ramblingmedia.com/case-studies/short-term-rental Talk about your growth plan (https://ramblingmedia.com/contact) ## Structured data ```json { "@context": "https://schema.org", "@type": "Organization", "name": "Rambling Media", "url": "https://ramblingmedia.com", "logo": "https://ramblingmedia.com/__l5e/assets-v1/35567819-0ee4-4f42-bf21-eb2960a6d173/Horizontal-Blue.png", "sameAs": [ "https://www.facebook.com/RamblingMedia", "https://x.com/RamblingMedia", "https://www.instagram.com/ramblingmedia/", "https://www.youtube.com/@ramblingmediaoriginal" ], "slogan": "Where Stories Roam", "telephone": "+1 (206) 462-1798", "email": "ramblingmedia@gmail.com", "address": { "@type": "PostalAddress", "streetAddress": "100 N Howard St", "addressLocality": "Spokane", "addressRegion": "WA", "postalCode": "99201", "addressCountry": "US" } } ```