What would your business be like with 218% increase in search engine traffic? Needless to say, more visitors to your website lead to more conversions and more REVENUE.
This client offers mold removal, flood damage clean-up and water damage restoration services in Toronto and Mississauga. The client sought our services to aid them in obtaining high organic ranking for top converting keywords in Google for keywords specific to their industry and location.
Want to replicate the same?
Remember: People can’t buy what they can’t see. At the end of the day, what really matters is sales. And you can’t sell when you are buried under your competitors. So how do you drive traffic to your website when SEO is becoming increasingly harder and search results becoming diverse and overcrowded?
Well, this case study does exactly the same. We are going to walk you through how we redefined a client’s SEO strategy and share key takeaways that you can incorporate into your own strategy.
A client approached us around 4 months ago, asking for help with their SEO. As a quality service-oriented player and despite large market they were struggling to bring in organic traffic and sales from their website.
When the SEO campaign started, the client had one primary goal – to rank for a specific set of keywords and increase organic traffic across their site.
THE START OF OUR SEO JOURNEY
Finding Awesome Keywords
To rank well on Google, we needed the best set of keywords. The client brainstormed excellent keyword ideas for what they wanted to rank for. Working together with the client; we immediately tossed the ideas into Google Keyword Planner.
It did not take time for us to identify keywords with the highest search volume. We ended up with around 30 keywords and cut the list down to 19. And voila, we had a gem of the keywords that could bring in highly qualified organic traffic and leads.
With a strong commercial intent behind these keywords, it did not take us long to identify that the search engine results were filled with tons of ads.
So if we ranked for these keywords, we meant serious business.
As the client was not getting significant organic traffic, it was critical to analyze where the competitors were in their SEO game plan.
In general, we look for:
Knowing the number of root domains linking to a competitor websites gives a fair idea of how many backlinks are needed to achieve similar results. In this case, the competitor’s had around 2700 domains pointing towards itself. So we knew exactly what to expect in the link building process.
Moreover, tools like SEMRush, Majestic & Ahref are essential in determining which keywords your competitors rank for. From there on, reverse-engineering as to why competition is ranking for a particular term and implementing the same in our SEO strategy is the key to rank for those terms.
We did the same for the competitor to be one of the most popular terms used by searchers. And yes, you guessed it right! We targeted this keyword and all it’s related versions as well.
SEO Audits & Page Optimization
Now that we’d analyzed what our competitors were doing, it was important to have an understanding of website’s current standing.
Contrary to a popular belief, SEO audit is not just useful for a new website, it is equally important for those websites that never had comprehensive SEO strategy in place.
Our SEO audit typically covers content related issues, site architecture, indexing, backlink analysis and, competitive audits. The purpose of SEO audit is to identify improvement areas or technical issues that may have been causing damage to your website’s online presence.
Some common technical issues that hurt a website are:
After performing the SEO audit, we were happy to find our client did not face any major issue.
Key Takeaways from SEO Audit:
Secondary navigation in the form of breadcrumbs was actively used, adding context to the innermost pages and reflecting the structure of the website.
Looking after the scores on Google PageSpeed Tool, we had something to worry about. Our client’s website scored a devasting 37/100 on mobile devices and not so good 57 on the desktop.
Comparing the page-load of time of 8.6 seconds to optimal time of 3 seconds, we needed to make major changes in the code. Thanks to Google’s official PageSpeed Tools, we clearly knew where to look for.
After making the suggested changes, we were able to score 96 on mobile and 76 on the desktop. While it may not be great, it’s definitely not terrible like it was earlier.
Now, it was time to address the second problem.
The main issues pertaining to interlinking were:
We knew by fixing these issues, we could flow page authority back to the homepage. And that’s exactly what we did. We used the right anchor texts to target right pages.
Simple as a piece of cake!
Coming over to optimizations at the page level, we decided it would be most effective to target most of the keywords to the homepage. As all the shortlisted keywords were closely related to each other, it made sense and wasn’t a problem.
Following the SEO basics, we made some simple changes to the homepage:
So we added our champion keywords to the H1 tags and others carefully in the H2 & H3 tags. As the homepage was targeted around the theme of “Mold Removal”, we did not go beyond H3 tag.
Our SEO Strategy involved:
• SEO strategy
• Keyword analysis and research
• Technical analysis of the site
• Content optimization and recommendations
• Ongoing link building campaign
• Ongoing content marketing
• Ongoing audit of SEO implementation
• Social media content promotion
• Web analytics reporting
With decades of experience in mold removal and restoration business, our client had plenty of knowledge to share with their customers. We implemented a company blog, enabling them to speak to and interact with their customers by offering unique mold damage related tips and other useful information.
We started by reviewing the keywords current ranking and implementing various Organic SEO strategies.
Our core focus was on improving the architecture, performing content marketing, improving user experience, speed and mobile optimization. We gave special emphasis on content development.
Since we were trying to rank higher for a set of keywords, we had to play by the search engine’s rules. And the rule is “More higher quality backlinks, higher the rankings.”
While writing unique and user-friendly content is one thing, you cannot sit back and relax. Unless you specifically try to build links, it will be hard for you to rank well on search engines. After all, links are still one of the top 3 ranking factors used by major search engines like Google.
From the very start, we focused on acquiring links from:
Before we started, the client had 845 domains pointing towards it.
Given the strong presence of the client’s service in the industry, we easily scored many backlinks from new domains taking the total tally to 1178.
Organic traffic quadrupled within 3 months of the us taking over the SEO campaign. This in line with a well thought-out user experience resulted in a remarkable increase in enquiries. Page 1 Google rankings were achieved for multiple relevant keywords and a host of new pages were indexed with now visible content – allowing for even more organic SEO gains.
We are still in early stages of this SEO campaign and are targeting Top 3 Positions for all the keywords in the next 3 months.
From the case study, it is evident you can’t expect results overnight. SEO is a long-term commitment and if you quit early, you’ll never see the fruits of your hard work.
Our SEO agency has achieved tremendous growth for some clients within 2-4 months, but it is rare. For most SEO campaigns, the real results usually take at least 5-8 months of time.
It is not this easy to grow organic traffic from the word go. In this case, the client had a strong understanding which made us easy to lay the SEO foundation.