SEO Success Stories
(Actually, this has a PPC Success Story after the SEO success story below. I hope you find them both enlightening and a boost if you ever have the same problems I do J.)
It can be infinitely frustrating dealing with clients who only want consultative SEO. In other words, they want a full site audit, with all the trappings, as well as a comprehensive list of recommendations based on ease of implementation and importance due to potential rankings impact….
…BUT, they (the client) choose whether or not to actually implement the changes – all or any – and sometimes you spend days doing a top-notch, detailed audit… and never see anything come of it. (Not for lack of pushing, cajoling, enticing etc… it just gets, ‘put on the backburner’, ‘delayed until budget becomes available’, ‘focusing marketing dollars elsewhere’ etc…etc)
In most cases they eventually end up implementing at least some of the changes – not ideal, but better than nothing – but every now and then you have a star client who not only implements everything, but actively seeks your consul throughout the process to double check…. THAT’S what I’m talkin’ about!
Case in point; client starts implementing changes immediately, but cautiously. Client takes innocuous ‘About Us’ page for a test drive. Client utilizes recommended keywords and all recommended onpage elements, and initiates a backlink campaign for the page based on a (very comprehensive) backlink acquisition strategy guide. Four weeks after ‘optimized’ page goes live they call and ask to check the analytics.
Based on the optimization of ONE page, 4 weeks after deploy (and initiation of backlink strategy):
- Number of visitors from non-paid search engines – up 20.4%
- % of all visitors from search engines – up 24.4% to 40.73% (and counting)
- Google organic visitors – up 26%
- Yahoo! organic visitors – up 53%
- MSN organic visitors – up 240% (yes, I said 240%)
- The term for which the ‘About Us’ page was specifically optimized gained an increase of more than 2000% in visitor traffic, and was the second highest traffic driver from an organic keyword perspective (after the brand name)
The client has decided to continue, in full, with the optimization of their somewhat more important pages. I am thrilled to actually see the fruits of hard work on all parts really pay off. It highlights the potential positive effect of effective SEO, efficiently implemented by a proactive company which really wants to maximize its web site’s exposure and use as a marketing tool.
PPC Success Stories
The positive impact a really good negative PPC keywords list can have on a campaign shouldn’t be underestimated…Ahh, I hear you say ‘but we already use negative keywords…’ Come sit by my cozy fireside and let me tell you a story about the wonders of a truly effective negative keyword list…
The background gumpff
Advanced semantic analysis software enabling the creation of an extensive list of negative keywords (the top 10,000 – being the maximum number currently permitted by Google) is produced and added to a PPC campaign. The most pertinent negative keywords are identified by the software and ranked in importance of 1 through, 10,000 yielding both quality and quantity data. A long-tail filtration effect is enabled, maximizing the potential for broad and phrase match PPC efficiency, typically saving 20 – 40% on PPC ad spend.
In other words, by maximizing the application of 10,000 negative keywords within a Google PPC campaign, the benefits of negative match keywords (improved targeting and reduced wasted ad spend, all while not eliminating the long tail via exact match) are also maximized.
In a nutshell, impressions are down; CTR is down; cost per conversion is down (20-40%), profit is up; ROI is up; conversions remain constant. It’s a PPC win-win situation.
I am so super impressed by this. It appears as though the industry is as well… So far we have given three presentations this year since July on our semantically enabled negative keyword software at HostingCon, Marketing Profs and SMX New York. I realize this sounds like a sell. It’s not meant to be. My objective is to get you to seriously consider and evaluate your negative keyword list, and if you want to know more about how Epiar does it just comment here, or email me. My email is in the footer of this post.
To end…. and to quote the infamous Hannibal (I’m aging myself with A-team references *sigh*)…
“I love it when a plan comes together!” J
Thanks for reading!