Background
When Doherty Associates first approached GoldLadder they wanted to use PPC to widen their online presence and increase leads from their website, they also wanted to compete with rival companies in the top positions of Google.
After successfully running the PPC campaign for 2 years, the costs for some of their best performing keywords were spiralling into double figures and the need for SEO was becoming more apparent. In January 2008 GoldLadder were commissioned to carry out full SEO across the Doherty website.
Objectives
With the SEO, the target was to take the existing website and promote their services across the all search engines using the most lucrative keywords from their existing PPC campaign. This was a tough challenge as their competition was fierce and already had a good online presence in a very competitive industry. Their keywords ranged from general words such as ‘IT support’ through to specific software such as ‘Altiris Software’, we needed to set about the optimisation in a way that could meet their needs and excel them.
Pre Campaign Analysis
Before the project started we took a benchmark measurement of the website rankings for the most desirable keywords and by using Google Analytics we were able to establish the level of visitor traffic. This confirmed that they had no organic presence on Google, MSN, Yahoo and very limited presence on other smaller search engines and subsequently they had very few visitors to their website.
Results
After less than 6 months we had taken their monthly site visitors from 123 to 376 a massive 305% rise. We also had very good success with promoting their most competitive keywords to the top of the search engines. We had managed to get top 10 positions for some of their prized keywords such as 'it support london' and taken their number of top 10 listings from 33 to 420
The Future
The ongoing target for the SEO is to continue broadening the amount of keywords that the Doherty website can be found under and trying to edge the keywords that are already showing nearer to the top positions. We continue to operate PPC for keywords which were not optimised and to bring in extra visitors where needed.
