How Local SEO Services Helped a Business Grow
Case Study: How a new website and local SEO helped an environmental services company
About the Client
This client is a well respected environmental consulting and management company that has been in business for over 20 years. They conduct asbestos inspections, mold assessments, air monitoring, lab analysis, and environmental training services.
They have had a website for 8 years, but it was not driving very many visitors to the site or creating any new revenue streams. It was built with the GoDaddy Website Builder and was hosted by them. No updates had ever been done to the site. Google Analytics was not installed, so the exact number of visitors was not available.
Objective
When we first approached this company, they were hesitant to use our services. After several months, they were convinced to let us help improve their online presence with a new website and our SEO services.
Our objective was to increase traffic to the website and increase sales revenue.
The Strategy
Initial Assessment
We met with the client for a discovery session to learn more about their company, the services they offer and what their goals are. We were then able to develop an online strategy to drive more customers with a new website and local SEO.
With the help of the client, we developed a mission statement and vision for the company.
We made a plan to target their main clients: property owners, building management companies, and business owners.
Keyword Research
While we started on the basic layout and design of the website, our team developed a list of keywords that would drive traffic to their website.
Through research, we determined the ranking difficulty for each keyword.
We analyzed which keywords we world target for the home page and any interior pages.
Content Creation
This is where we start writing the words that will engage visitors, inform them, and persuade them into a call to action. This action could be to fill out a contact form, make a phone call, or signup for a training session.
The content needed to be written in a natural way for readers and also include our keywords so that search engines will rank the page highly.
Visual Design Elements
This is where our web designer incorporates the colors and visual elements, such as images and icons, to complement the written content.
Images and graphic elements can be used to break up the content into smaller sections enabling easier reading for visitors.
Search Engine Optimization (SEO)
This is probably the most important aspect of the website’s creation. We want a website that looks good, easy to navigate, and presents solutions to visitor’s problems.
Some of the SEO was done when the keywords were identified and the content was created. The rest of the on-page SEO consisted of:
- SEO friendly URLs
- Heading Tags
- Title Tags
- Meta Descriptions
- Optimize Images
- Add Alt-Text to Images
- Robots.txt
- Schema Markup
- Optimize Page Speed
- Responsive Design
- Make the Website Secure with HTTPS
The Result
When the new website was launched the client’s site had 38% visibility in Google, Bing, and Yahoo search engines.
After 5 months, the website’s visibility increased to 76%.
The website went from zero keywords ranking in the top 10 in Google to 6 keywords ranking in the top 10.
Four important keywords are now ranking number 1 in Google local search.
In just three months, the number of users to the website increased by 36.7%.
Conclusion
