Case Study: Improving Google Search Rankings
Project Brief
A company sought to improve its Google search rankings to consistently appear on the first page of search results.
The Challenge
To achieve this goal, we conducted a comprehensive analysis of the company’s website and existing practices:
- Website Audit:
- The site contained over 250 posts and 13 menu pages.
- All existing content focused on items currently for sale.
- SEO Practices:
- While some SEO techniques were being used in the posting process, several critical strategies were missing.
- Analytics Review:
- Google Analytics was used to establish a baseline of the site’s performance:
- Monthly user count: 1,300
- Average page views: 5 per user
- Google Analytics was used to establish a baseline of the site’s performance:
The Solution
Phase 1: Goal Setting and Strategy Development
- Defined clear goals for improving search rankings and site traffic.
- Identified the tools, platforms, and procedures required for success.
- Established a keyword list based on geographic locations and business lines.
Phase 2: Website Updates
- Created a content publishing calendar to leverage existing content.
- Focused on cost-effective updates by:
- Leaving the 250+ post pages unchanged.
- Rewriting content for the 13 menu pages using targeted keywords.
- Updating URLs, page titles, image file names, and meta tags for the menu pages.
Phase 3: Content Optimization
- Developed a standardized template for new content creation, including:
- Keyword integration.
- Guidelines for page titles, image file naming, and meta tag usage.
- Instructions for utilizing excerpt fields, which were previously unused.
Phase 4: Implementation and Monitoring
- The project was initiated in February and completed in May.
- Regular monitoring and adjustments ensured alignment with SEO goals.
Results
By October, the company experienced significant improvements in website performance:
- User Growth: Monthly users increased from 1,300 to 3,200.
- Improved Engagement: Average page views per user rose from 5 to 9.
- Enhanced SEO: The website achieved higher rankings in Google search results, driving increased visibility and traffic.
Conclusion
This project highlights the impact of strategic SEO practices and targeted content optimization. By focusing on cost-effective updates and leveraging existing resources, the company achieved its goal of improving search rankings and significantly increased its online presence.
