Summary
SOM was initially called in to help ToolsToday with their Google PPC campaign as it was becoming increasingly ineffective and costly to run. The campaign was duly optimised, many words being removed from the list, with many others being put on a 'watch' list because their effectiveness could not be proven. Once the campaign had been tuned it was then handed back to ToolsToday for day to day operation, the job of optimising having been achieved.
The main issue however was ToolsToday's reliance on PPC to bring in traffic, this as their Organic rankings were not as good as should have been the case (bearing in mind the relatively good linking structure the site enjoys). Investigations as to the cause of this shortcoming proved that it was due to a poor level of on page SEO (this as much so do with the construction of the underlying CMS as anything else) as well as the poor use of the all important 'anchor text' in the links to the site.
The Solution
The possible number of keyphrases the site could target (and was targeting via PPC) was massive, far too many to build links for each one. The best performing keywords from the PPC were therefore selected, these being added to a number of words that were thought to be key to ToolsToday's success.
Discussions with the website designers took place and a range of improvements to the CMS suggested and approved. Some of the site's pages were also altered as they overused the use of the Header Tags (and thus could be confusing the Engines). Details of how to 'weave' the selectedwords into the pages were provided (at the time of writing this still had not been done) and the link building campaign started.
The Results
The main target was to decrease the reliance on the use of PPC by obtaining first page placements for terms like 'Sealey Tools' and 'Teng Tools', as well as increasing the number of search terms that obtained good rankings and therefore brought in visits, the all important 'Long Tail' This target was achieved for a number of keywords in just three months.
As to the number of visits being brought in via Organic searches also increased by over 25% in this period, something that bodes very well for the future as the linking campaign is only in its initial stages and the On Page SEO has yet to be fully put into practice.
Long Tail Keyword Numbers Increase by over 20%
Most importantly perhaps is the increase in the number of different search terms that are bringing people into the site. This is an important fact as it demonstrates that the site has a large 'footprint' on the Engine's databases. This causes it to be listed for more and more diverse (and yet related and relevant) search terms, which in turn will lead to more sales, perhaps from a group of customers they would never otherwise have been found by?
Conclusion
In this instance the improvements have (so far) been down to the increased number of quality of the links to the site, the On Page SEO not being implemented (as yet). This demonstrates the power of the link in a very useful manner. Who knows what rankings the site will achieve when the second part (the On Page SEO) of this vital equation is completed...
Rankings Improved
First page rankings for two of the main keywords 'Sealey Tools' and 'Teng Tools' obtained.
Visits Increased
Number of visits for their main keywords increased by between 100 and 250 %
Long Tail Keyword Searches Up
Number of Search Phrases - 'Long Tail keywords' increases by over 20%.
0845 170 1800 or email us at info@s-o-marketing.co.uk
Serendipity Online Marketing Ltd
Costrels | Eaton Bishop
Hereford | HR2 9QW
Relevant Tags
SEO West Midlands UK
Search Engine Optimisation
Search Engine Marketing
Social Media Marketing
Social Media Optimisation
twitter, facebook, sem, seo, ppc, smm
Serendipity Online Marketing Ltd is a company registered in England and Wales with company registration number 7351077 and registered offices at: Costrels, Eaton Bishop, Hereford, HR2 9QW.