The Challenge
Gabb Wireless creates safe phone solutions specifically designed for children, offering parents peace of mind while keeping kids connected. As a specialized player in the crowded mobile phone market, Gabb faced the significant challenge of establishing credibility and visibility in a space dominated by major telecommunications giants.
Despite having a superior product designed specifically for children’s safety needs, Gabb was virtually invisible in search results for critical keywords like “phone for kids” and “kids phone.” The company was ranking at position 30 for their most important search terms, making it nearly impossible for concerned parents to discover their solution when researching safe phone options for their children.
As a mission-driven company focused on child safety, Gabb needed to establish themselves not just as another phone provider, but as the definitive authority on child-safe technology. They required a comprehensive strategy that would combine search visibility, thought leadership, and content authority to capture market share from established players.
“We knew we had the best solution for parents concerned about technology’s impact on their children, but we were invisible when families needed us most – during their research process,” said Stephen Dalby, founder of Gabb Wireless.
The Solution
Establishing Search Dominance for Child Safety Keywords
The engagement began with developing a comprehensive SEO strategy targeting high-value, high-intent keywords in the child safety phone category. Rather than competing broadly against major telecom companies, the strategy focused on establishing category leadership for specific terms like “phone for kids,” “kids phone,” and related child safety technology searches.
The team conducted extensive keyword research to identify opportunities where Gabb could realistically compete and win, focusing on terms that indicated strong purchase intent from parents specifically seeking child-safe phone solutions. This targeted approach allowed Gabb to concentrate resources on winnable battles while building authority in their core market.
Building Thought Leadership Through Strategic Media Placements
Recognizing that credibility was crucial for parents making technology decisions for their children, the strategy included securing high-authority media placements to position founder Stephen Dalby as the recognized expert in child technology safety. The team successfully secured strategic thought leadership articles in Today.com, Entrepreneur, Forbes, and ReadWrite.
These placements weren’t just about backlinks – they were carefully crafted to establish Dalby and Gabb as the go-to authority on questions parents face about technology and children. Each piece addressed real parental concerns while subtly reinforcing Gabb’s expertise and mission.
Creating Educational Content That Builds Authority
The content strategy focused on creating genuinely helpful educational materials that addressed parents’ real concerns about technology and children. This included developing long-form guides on child safety, family connection strategies, and responsible technology use that would position Gabb as a trusted resource beyond just phone sales.
“The content had to earn parents’ trust by providing real value first, before ever mentioning our products. We wanted to be the resource parents turned to for guidance on navigating technology with their kids,” noted the marketing team.
The educational approach created a content ecosystem that captured parents at every stage of their decision-making process, from initial concern about screen time to actively researching safe phone options.
The Results
SEO became the primary driver of qualified leads and revenue
Within 10 months, organic search transformed from a negligible traffic source to Gabb’s primary customer acquisition channel. The targeted keyword strategy delivered remarkable results, with “phone for kids” jumping from position 30 to position 3, putting Gabb ahead of major competitors for this crucial search term.
FIGURE 1a
Organic traffic growth over 10-month campaign period
FIGURE 1b
Key performance metrics
FIGURE 2a
Keyword ranking improvements for target search terms
Ranking Improvements
FIGURE 2b
Before and after rankings
The comprehensive approach proved that focused, strategic SEO could compete effectively against much larger companies when targeting specific market segments with superior solutions.
Revenue growth exceeded all expectations
Monthly recurring revenue grew from $12,233 to $46,477 within the 10-month campaign period – a 279% increase directly attributed to improved search visibility and authority positioning. This growth demonstrated the direct connection between search authority and business results in the child safety technology market.
FIGURE 3a
Monthly recurring revenue growth trajectory
MRR Growth
FIGURE 3b - Revenue Analysis
The revenue growth was particularly significant because it came from highly qualified leads who were actively seeking child-safe phone solutions, resulting in stronger customer lifetime value and lower churn rates.
Authority positioning created sustainable competitive advantage
The combination of search rankings and thought leadership placements established Gabb as the recognized authority in child-safe technology, creating a sustainable competitive moat that extended beyond individual keyword rankings. Media coverage reinforced search authority while search traffic supported ongoing media opportunities.
By The Numbers
Organic Traffic Growth: 198% increase from 12,969 to 38,648 monthly visits
Revenue Impact: 279% monthly revenue increase from $12,233 to $46,477
Keyword Performance: 635% growth in top 10 keyword rankings (92 to 677 keywords)
Search Position Improvement: Average ranking improvement of 16 positions across 50 target keywords
Primary Keyword Success: “Phone for kids” moved from position 30 to position 3
