Enterprise >> Technology
By optimizing a high domain authority website with the proper keyword, and reducing the amount of "thin content" on the site, we were able to achieve some large gains in keyword rankings by expanding the content and getting more traffic from long-tail keywords. Within one year, the number of keywords that the website was found for increased 40%.
The original goal of the business was to rank as highly as possible for the keyword "managed hosting," which was the cornerstone product of the business and generated the most revenue. Within one year, their website was hovering between the #4 and #7 spots. Shortly after that, we were able to get them the #1 position in several geolocations, overtaking their biggest competitor, RackSpace.com
For the first time in the history of the company, the amount of visits coming from non-branded keyword searches -- people who did not enter a keyword associated with the brand -- exceeded branded traffic -- people who are familiar with the brand and are searching specifically for it. This was a major indicator that the SEO program was working, especially in the long-tail search segment.
Enterprise Business That Always Relied on PPC, and Didn't Have an SEO Strategy
PEER1.com was one of the top 5 hosting companies in the world with over $100MM in annual billings, yet were practically invisible when it came to organic search. The company relied mostly on paid search to generate leads for both managed and dedicated hosting products. Their goal was to develop a content strategy, combined with social media to enhance the brand's visibility in organic search, and to be visible both paid and organically with their "money" keywords.
We worked on 4 web properties, and eventually led their SEO efforts in Canada, the United States and the United Kingdom.
We started with a strategic list of keywords by culling data from the PPC campaign and Analytics. We started with those that had a better chance of ranking quickly.
We optimized the entire website around the target list of words, and added content where necessary to avoid "thin content" pages.
We added more links to the site by doing more press releases and pushing for customer reviews. We also launched a badge program.
We opted for a long-tail keyword strategy, which helped the rankings of the primary keywords as well.
Getting an increase in organic traffic led to more leads for the sales teams with the lowest cost per lead and acquisition compared to any other channel.
Over a period of 12 months, we worked on getting 4 different web properties ranked as highly as possible for the keyword "dedicated hosting" -- a very competitive term in the industry. We were able to get two properties on page 1 and two properties on page 2, allowing the brand to control more of the real estate within the first two pages of results.
Initially, PEER1.com did not rank for the keyword "managed hosting" within the first 10 pages of Google. We were able to optimize the pages on the site, expand the content on various pages, and fix some of the inbound links to achieve a #7 spot around July 2011 -- after 1 year of work. However, the ranking hovered between the #7 and #4 spots until more work was done to push the site into the #1 spot. Note: Not all geolocations were able to get the #1 spot, but in many geo's, we were able to bump out RackSpace.com, which was the primary goal. Traffic from that one phrase alone increased 40% by getting to the #1 spot.
For a high-traffic site, getting a 53% increase in organic traffic is quite significant. As you can see here, we pulled the data straight from Google Analytics and compared the first year of our engagement with the prior year of data, when we were not engaged. Also, the % of new visits was up and the bounce rate was down, primarily due to our long-tail strategy.