Introduction
The online visibility of a company is paramount to its success. A crucial element to enhancing this visibility is through Search Engine Optimization (SEO), a multifaceted strategy encompassing technical on-site, external, and local SEO. Technical SEO ensures that a website meets the technical requirements of modern search engines, optimizing for crawlability, site speed, and security. On-site SEO focuses on optimizing the content and structure of the website itself to improve ranking in search results for relevant keywords. External SEO involves actions taken outside of the website to improve its reputation and authority, primarily through backlinks. Local SEO, on the other hand, optimizes a business’s visibility for local searches, crucial for businesses serving specific geographical areas. Together, these strategies ensure a holistic approach to SEO, driving more organic traffic, enhancing user experience, and ultimately contributing to the business’s bottom line.
In this particular case, when we started working with them, their site was in poor health condition, and had little to no on-site SEO completed. Their loading speeds in mobile were below 30%, far from the 50% acceptable by Google. In terms of seconds, the desktop page loaded relatively fast, but the mobile site took from 9-12 seconds to load, depending on the device. The website developer didn’t perform any cache or image optimization either, so the site was visually attractive, but lacked in performance and SEO optimization.
Objectives
The plan aimed to comprehensively overhaul the company’s SEO strategy with the following objectives:
Improve technical SEO to meet the best industry standards, targeting a 90% site health score in SEMRush.
Develop a more effective keyword (KW) strategy for on-site SEO to improve rankings for targeted keywords.
Produce high-quality content that not only targets specific keywords organically but is also suitable for guest posting on reputable external sites.
Enhance the company’s external and local SEO efforts through strategic content distribution and optimization.
Implementation and Success Metrics
Technical SEO
Through a detailed audit and subsequent optimization, the company achieved a 96% site health score in SEMRush, surpassing the initial goal. This was accomplished by fixing broken links, optimizing site speed through better caching and image optimization, and ensuring mobile responsiveness. The implementation of structured data also improved the site’s visibility in search results.
These are their latest site audit:
On-site SEO
The development of a nuanced keyword strategy involved comprehensive research to identify high-value, low-competition keywords relevant to the company’s offerings. By integrating these keywords into high-quality, informative content, the company saw a significant increase in rankings for targeted keywords. The average visibility increased from 40% to 75% in matter of 3 months, positioning 3 high difficulty keywords in the top 3 and top 10 results in Google searches.
External SEO
The company’s efforts in external SEO focused on producing valuable content for guest posting on authoritative sites within its industry. This strategy not only helped in building high-quality backlinks but also in enhancing the company’s online reputation and visibility. As a result, the company saw a 60% increase in domain authority, contributing to better search rankings and increased referral traffic.
Local SEO
For local SEO, the company optimized its Google My Business listing and ensured NAP (Name, Address, Phone Number) consistency across all online platforms. Local landing pages were optimized for relevant local keywords, and positive customer reviews were actively solicited. These efforts led to a 40% increase in visibility for local search queries, driving more foot traffic to physical locations and increasing local sales.
Conclusion
The comprehensive SEO strategy not only met but exceeded the set objectives, showcasing the importance of a holistic approach to SEO. The company’s enhanced digital presence led to increased organic traffic, higher search rankings, improved domain authority, and greater visibility in local searches. This case study exemplifies the transformative impact of well-executed SEO strategies on a business’s online success, underlining the importance of technical on-site, external, and local SEO in achieving digital marketing goals.
In this case, it took less than expected, since we were able to compete organically via content and other similar strategies, to position some of the relevant commercial and informational keywords in the best search result position. This means, that without any inversion in Search Engine Marketing, this client was able to increase it’s visibility by 40% via our SEO plan.
