We’re back with part two of our Google Partners Get Results series, following up on why working with a GOOGLE PARTNER is so important to your digital marketing efforts. As a reminder, by selecting a Google Partner, you’ve selected a marketing team that has been approved by Google for its product knowledge. You’ll have access to Google offers, reporting, and events only provided to its Partners.
But what about the results? The proof is in the pudding, they say. This time, we’re going to take a look at a Search Engine Optimization campaign.
Case Study #2: Search Engine Optimization
Search Engine Optimization (SEO) is a sensitive subject in the digital space; many business owners do not understand it, and quite frankly, have a hard time comprehending its value or purpose.
While I’d like to reiterate that the Google Partner status is specific to AdWords, I think it’s important to point out that a healthy understanding of AdWords contributes to a healthy understanding of search marketing as a whole, and provides valuable knowledge to properly scope out and plan an SEO campaign that, ultimately, will be effective.
If you’re planning on utilizing an SEO strategy, or already are, here’s the skinny. SEO boils down to two goals.
First, to increase the ranking of a website in Google for a designated set of search terms/keywords that a user may enter into Google, so that the higher visibility presents a better opportunity for a user to click and visit the website through the organic, natural search results.
Second, to generate more clicks and thus more traffic to the website from the organic Google search results because of the increased the visibility.
SEO as a campaign should always be evolving. Did the ranking increase for the designated keywords? Great. Did we see an increase in organic Google search traffic year over year? No? Then we need to rethink our keyword strategy.
Here’s another example of a client, this one utilizing SEO to boost their organic Google search rankings for a provided service.
This particular client was focused on a selection of keywords specific to service keywords for two counties in their market area.
The rankings for the keywords are shown below in June of 2016, prior to the start SEO efforts, and in June of 2017, well into the campaign:
|June 2016||May 2017|
|home automation xxxxxxxxxxx xxxxxx ny||Not in 50||2|
|smart home xxxxxxxxxxx xxxxxx ny||Not in 50||1|
|smart house xxxxxxxxxxx xxxxxx ny||Not in 50||1|
|home automation xxxxxxxx xxxxxx ny||12||1|
|surveillance systems xxxxxxxx xxxxxx ny||Not in 50||1|
|alarm systems xxxxxxxx xxxxxx ny||16||3|
|home security xxxxxxxx xxxxxx ny||41||2|
|best home security system in xxxxxxxx xxxxxx ny||Not in 50||1|
After researching the target keywords and determining they both had value to the client’s business and were capable of generating a significant volume of monthly searches in Google, optimization efforts were started, ultimately resulting in the client’s site ranking within the first three organic search results for all keywords.
So, we were successful in our first goal. How about the second? The organic Google search traffic to the client’s website was as follows, year over year:
May 2017: 120 Visits
May 2016: 73 Visits
By improving ranking for just a small selection of valuable, well-researched keywords, organic Google search traffic was up 64.4% year over year.
So to recap – no, Search Engine Optimization is not always a boogey man. When done properly with the two main goals in mind, it can be a valuable way to drive traffic to your website and a sound long-term investment to dominate search results without having to pay for every click – and when you’re working with a Google Partner, you’re making use of search knowledge that contributes to an effective campaign.