Client Background and Challenges
Metrodata Services is a leading background screening and workforce compliance company headquartered in Buffalo, New York. For years, the company had built a strong reputation and market presence throughout Western New York, serving employers with comprehensive employment screening services.
While Metrodata dominated its home market, leadership identified a growth opportunity: expanding visibility into surrounding suburbs, key cities across New York State, and select neighboring states. The challenge was accomplishing this expansion without investing in additional physical locations.
Like many service-based organizations, Metrodata faced a common marketing obstacle:
How do you rank and get found in markets where you don’t physically exist?
The company needed a strategy that would:
- Increase visibility in targeted geographic markets
- Generate awareness outside Buffalo
- Improve discoverability in Google Search and AI-powered search results
- Create growth opportunities without opening new offices
- Continue strengthening visibility in its core market simultaneously
The Solution
BARQAR developed a geographic expansion strategy designed to improve Metrodata’s visibility across multiple target markets while maintaining strong performance in Buffalo.
Local SEO & Geographic Visibility
The BARQAR team focused on strengthening Metrodata’s local search presence by optimizing content and visibility signals around key geographic markets.
Rather than relying solely on Buffalo-based rankings, the strategy expanded Metrodata’s digital footprint into surrounding communities and high-value business centers throughout New York State.
Search Engine Optimization
SEO initiatives were designed to improve rankings for relevant search terms in target locations while helping Google better understand Metrodata’s service areas and expertise.
This approach increased discoverability among employers searching for background screening and workforce compliance solutions across a wider geographic region.
AI Search & Generative Engine Visibility
As search behavior continues to evolve, BARQAR also focused on improving Metrodata’s presence in AI-generated search experiences and Google AI Overviews.
This helped position the company to be discovered not only through traditional search results but also through emerging AI-powered search channels.
Strategic Market Expansion
Rather than opening satellite offices, Metrodata leveraged digital marketing to establish visibility in markets where it wanted to grow.
The result was a scalable approach that allowed the company to extend its reach while maximizing marketing efficiency.
The Results
Metrodata successfully expanded its digital footprint throughout New York State and beyond while maintaining strong visibility in Buffalo.
Geographic Traffic Growth
Western New York
- Elma: +300%
- Dunkirk: +250%
- North Tonawanda: +44.44%
- Lancaster: +37.93%
- Batavia: +42.11%
Finger Lakes & Central New York
- Corning: +250%
- Victor: +200%
- Auburn: +60%
- Spencerport: +42.86%
- Ithaca: +40%
- Saratoga Springs: +40%
Out-of-State Growth
- Jersey City, NJ: +28.57%
- Newark, NJ: +15.38%
- Pittsburgh, PA: +7.69%
Beyond the numbers, Metrodata achieved several strategic business outcomes:
- Greater visibility in target growth markets
- Increased brand awareness outside Buffalo
- Stronger discoverability in high-value geographic territories
- Improved visibility among employers throughout New York State
- Continued growth without the need for additional office locations
As Metrodata Partner Carmelo Morreale explained:
“We’re now ranking at the top of search results and appearing in AI overviews, which has significantly increased our reach, generated more qualified leads, and opened doors to new markets.”
Want to Expand Your Visibility Beyond Your Local Market?
If your business is struggling to gain traction outside its immediate geography, the right SEO and visibility strategy can help you reach new markets without opening new locations. BARQAR helps companies improve search visibility, strengthen AI search presence, and build sustainable growth strategies that generate measurable results.
