Increasing Search Rankings with Search Engine Optimization

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1 Increasing Search Rankings with Search Engine Optimization Search Engine Optimization for Business-to- Consumer Services A Case Study by: Evolve Systems Donald Raleigh President, Evolve Systems March 2011

2 Copyright 2011 Evolve Systems All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior permission of the copyright owners. Published by Evolve Systems October 12 Any comments relating to the material contained in this document may be submitted to: Evolve Systems 1935 County Road B2 West Suite 101 Roseville, MN or by to: whitepapers@evolve-systems.com

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4 The records management company wanted to use social media to strengthen their online presence while using SEO techniques to optimize their website to increase regional and state search rankings. Executive Summary A regional records management company was struggling to find consistently high search rankings on the Internet. They had a cutting edge website set up, and needed it to be optimized for stronger search engine results. Additionally, they realized the need for a stronger online persona, and were currently not able to manage any social media accounts on their own. The records management company wanted to use social media to strengthen their online presence while using Search Engine Optimization (SEO) techniques to optimize their website to increase regional and state search rankings. Approach Evolve Systems analyzed the clients website, website rankings, search engine result rankings, and competitors, and came to several conclusions: The content on the website was driven by traditional promotional means including strong ethos and pathos appeals, but was not optimized for search terms potential clients would be using. There was no strategy in place to optimize each page for each unique service provided by the company. Pages were optimized for the company as a whole but not for individual services, products, or themes. This led to a significant number of page views but no discernible increase of sales per product or service. Common website programming elements were neglected or were auto-generated, such as image tags and metakeywords. Many CMS platforms today have the ability to

5 auto-generate fields based on content provided, but they are lacking the strength that human research can provide. Optimization is not a onetime only event but something that requires monthly, weekly, or even daily updates; it is a longterm strategy such as marketing. There was no fresh content being put on the company website. This affected their rankings in the long term because no fresh crawlers would come to catalog and store new information. Because of these factors the customer s website was losing rankings and failing to stay competitive in their regional markets. They were also failing to connect in any meaningful way with their clients online. While the graphical look of the website was strong, and the content was informative, it hadn t been optimized to draw in customers from search engines. However, the website did a great job of guiding people to requesting more information or placing an order. After showing the client their website rankings and search engine rankings, they decided that extensive SEO work was needing to be done to their website, to be done hand in hand with launching a social media presence. Implementation Optimizing a website for Search Engine Optimization is a fairly simple but time consuming task that requires upkeep. Optimization is not a one-time only event but something that requires monthly, weekly, or even daily updates; it is a long-term strategy such as marketing. You get what you put in to it. Using common SEO elements, Evolve Systems cleaned up and optimized the client s website. Canonical URL settings were fixed, thus ensuring rankings weren t being lost due to search engines believing sites had duplicate content. A proper analytics package

6 was installed, allowing greater tracking of visitors and their search terms. Each page was individually optimized to be more appealing to search engines, by including SEO elements in title tags, meta tags, content, keywords, image tags, and other page elements. Additionally, extensive research was conducted on the company s competitors and their search engine rankings, thus providing rough benchmark figures for expectations. Craft a comprehensive and sustainable SEO strategy and website maintenance program that ensure our clients continual updates and optimization of their website. Evolve Systems also created fresh content for the client s website. Using information provided by the client, news posts, blog posts, new pages, and social media messages were created and optimized for SEO. Evolve Systems took a hard look at the content on the client s website and determined where the website could be improved by breaking up pages with multiple ideas on them into separate dedicated vanity pages. Outcome Initial analysis of the company website and search engine rankings took a day or two, with an additional 3-4 days being spent programming and optimizing the website. On a weekly basis additional research using analytics tools was conducted, with changes being implanted monthly. Implementation of the SEO analysis and strategy was accomplished in less than a week and included Evolve Systems 5 step approach: Strategy: Identify an existing or potential company that needed Search Engine Optimization and website maintenance. Design: Craft a comprehensive and sustainable SEO strategy and website maintenance program that ensured our clients continual updates and optimization of their website. The goal was to strengthen and grow the clients online presence.

7 Build: Research and implement changes based on analysis findings. Strategize with the client on how each page of their website should be optimized. Rebuild legacy elements such as dead links, rewrite website content to be more relevant, and put in a place a process for future updates as well as potential marketing strategies for social media channels. All accomplished in under a week. Market: Introduce customers to optimized content and pages Within a few weeks of changes, visitors to the website increased by over 200 a month, and the client was able to launch a new service and product they had been unable to before. through fresh content such as news and blog posts or by social media channels. Focus heavily on those products and services that the client has struggled with against competitors. Support: Continue to monitor analytics packages to determine how effective SEO optimization changes were to the website. Assistance in generating fresh content for website on a weekly basis. Monthly report on changes and statistics on website. The client was also able to come in to Evolve Systems Open Lab for more strategy and marketing efforts. Additionally the customer began using the Evolve Systems Help Desk ( for any follow on questions. The client spent less than $ for all five stages of the implementation, which includes additional months of maintenance. Within a few weeks of changes, visitors to the website increased by over 200 a month, and the client was able to launch a new service and product they had been unable to before. Page visitors have steadily increased by 20-25% each additional month, and the client now has the data to see how popular his website is, where he stands in online rankings, and which products and services are most profitable online.

8 Conclusion The initial benefit that the client saw was a cleaning up and sharpening of their website. This first step went a long way to improving the time visitors stayed on their website; the visitor retention rate increased dramatically. After significant research into their company, website, and competitors was conducted, changes for Search Engine Optimization were added, and new site visitors were being brought to the site by search engines. These changes had a cumulative effect as the website matured and was refined by monthly updates. The real long-term benefit for the client was that they now had the tools in place to continually stay on the cutting edge of Search Engine Optimization, ready for any search algorithm changes the search engines or their competitors would be making. They were now ranking much higher for their region and products and services, with hundreds of visitors coming to their website. This put additional pressure on their sales team to convert these visitors into sales, leading to a strengthened and successful sales force. When the customer first built their website, they were creating a static website that announced their services and tried to gently persuade you to convert largely through descriptions and emotional appeals. After investing in Search Engine Optimization, they now had a website that advertised their products and searches in a way that normal Internet users would be searching for their products, and increased their search engine rankings significantly.

9 Evolve Systems utilizes a five step methodology to assist with your buiness. Our consultants take you through: Strategy Design Build Market Support To ensure your business success. About the Author Donald Raleigh, President, Senior Technical Lead. Mr. Raleigh has designed several large-scale web implementations and hundreds of small and medium scale projects. Mr. Raleigh is a former Military Intelligence Liaison specializing in Russian with nearly 8 years active duty in the US Army split between Washington, D.C. (Presidential Service) and the former East German Border (American Liaison Mission). Mr. Raleigh has been the Principal Lead on over 1500 web site deployments. Mr. Raleigh is also very committed to community-based activities. About Evolve Systems Evolve Systems, specializes in two business verticals: merchant processing and web development, which intersect in E-commerce websites. Adding strength and value to our websites is our Merchant Processing Program with its lowest-available, custom-priced processing rates that keep profits where they belong; in our clients pockets. Value pricing, coupled with best-in-class customer service keeps customers in our pockets. Our aim is to help our clients create a positive experience for their customers by taking the guesswork out of check and credit card acceptance with our state-of-the-art cash management solutions. Both clients and customers appreciate the speed and security of our systems, as well as reduced waiting time and simplified ID requirements. Further information on Evolve Systems can be found at

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