Per our recommendations and after reviewing each of the SEO audit and keyword research documents with members of their company’s marketing, technical and executive teams, the client’s web development staff would implement our suggested technical and content changes throughout the course of their initial engagement and ongoing SEO consultation program. The link building guides were also delivered to the client over a span of several weeks throughout the program and were meant to serve as a guide for the client to follow through and integrate with their marketing strategy.
ROI was assessed by analyzing website performance through detailed automated reports and analytics which included data on search engine rankings, traffic and linking.
Keyword research, keyword matching and SEO audit recommendations included:
On page content optimization for the homepage, top level and interior pages. This consisted of documentation that outlined implementing a multitude of well researched keyphrases into a webpage’s Metadata, as well as in the content of those pages. The majority of the targeted keyphrases utilized on the site at the beginning of the engagement were not relevant for the page they were on. Additionally, the majority of the title tag text for the site’s pages were not formatted correctly in that they started with same keyphrases.
Trained client on how to create several new pages that utilized well searched and relevant keywords.
Redirect the non-www version of the site’s homepage to the “canonical” www-version, as well as redirection of various client sub-domains that contained identical content to that of the client’s corporate site via 301 permanent redirects to mitigate duplicate content issues.
Create and upload a robots.txt file to the website’s root directory to block the crawling and indexing of webpages that were not deemed as good candidates for search.
Reduce excessive and extraneous coding in the backend of the site to facilitate the site’s “crawlability” for the search engine spiders.
Create a “custom 404 page” so that the search engines would be able to access other parts of the website if a removed page was still being included in search results
Link building recommendations (contained in the individual link building documents) included details for submitting product level category pages to trusted directories, popular blogs and forums, industry specific associations and major local directories.
The client’s industry is very competitive and in order for their website to have a better chance at ranking for their desired keyphrases, keyword selection needed to be based on several factors, including uniqueness, search volumes, relative competitiveness and relevance; more relevant keywords are likely to give you better results.
Three years ago, when we were contracted to perform SEO consultation with this company, obstacles such as lack of canonicalization, minimal and duplicate content and uneven inbound link distribution (a large majority of the inbound link pointed to the homepage) were inhibiting the site from performing as well as it could for the majority of its desired keywords.
Due to the impact of MoreVisibility’s keyword research recommendations and overall website optimization, including technical, design and inbound linking strategies, since 2009 (when the content was first applied to the site) thru the beginning of 2012, the client’s site has seen a considerable boost in overall traffic, search rankings for more pages on the site and inbound links from external websites. For example, organic traffic from Google went from just over 1.1 million visits to just over 1.8 million. Additionally, more than 40 keyphrases increased positions in both the Google and Bing search engines, with the majority of those now appearing on the first page of search results in both of those search engines.
Lastly, the site’s inbound links have seen an overall increase in both Google and Bing, but more importantly, the distribution of links between the homepage and the top level product categories has shifted. For instance, the majority of the main product category top level pages accounted for less than 1% of the total links pointing to the site (again, the majority point to the homepage). However, due to MoreVisibility’s link building guidance, in addition to keyword and content optimization for those pages, the top level product pages now each account (on average) for over 6% of inbound links pointing to the site.
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