A Media Genesis Case Study. Citizens Bank - SEO

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1 A Media Genesis Case Study

2 Introduction Media Genesis is the agency of record for Search Engine Optimization (SEO) services for Citizens Bank, the largest bank holding company headquartered in Michigan and the 42nd largest bank holding company based in the U.S. For Citizens main website, we developed content that would appeal to an end user and demonstrate the credibility of Citizens various services to search engines. This information guided our suggestions and allowed us to deliver a defined plan that included target key phrases for which viable customers would search. We collaborated with Citizens Bank representatives to develop an SEO strategy using the following guidelines: Current SEO status Client base Business goals Specific key growth areas Media Genesis delivered keyword competition reports that aided in the decision making process by allowing us to identify which key phrases would be attainable and have the greatest impact.

3 Developing Content After Media Genesis and Citizens Bank agreed upon a strategy, our writing team developed content. Creating SEO content is a delicate process. The primary goal of any content is to: Offer value to the reader by delivering on the expectation of information when he or she searches for a key phrase. Centralize on target key phrases in a way that was relevant and meaningful. The key phrase cannot be arbitrary in relation to surrounding content or a search engine would interpret this as keyword stuffing, a trick that is punished with reduced page rank. Content written by Media Genesis was implemented on the site (including metadata) at the end of September 2011.

4 Traffic One key indicator of the success of this type of campaign is based on how well general search terms, terms that do not include the root of the company name, drive traffic to the site. In reviewing the analytics for this campaign, we found a drastic increase in organic search traffic for key phrases that do not include the root of the client s company name. In September of 2011, the organic search traffic that did not include the root of the client s company name was just over 5,500 visits. In July of 2012, that number was over 35,800.

5 Ranking High Ranking Key Phrases: Another success metric we looked at was the rank of the company for specific key phrases. Here is a small, sample list of top rankings earned within Google s search throughout this campaign: Online banking Michigan Online banking Wisconsin Accelerated savings account Banks in Michigan Banks in MI Boat loan Ohio Free easy checking account Personal checking Michigan Unsecured home improvement loan Michigan Commercial lines of credit

6 Ranking

7 Value Value of SEO: By implementing an attentive, forward-looking SEO strategy with broad key phrases, we expanded our client s audience and gave that audience high-value, informative content about the services for which they were searching. In addition to the increased service provided to our client s customers by offering accessible, relevant content, the Return On Investment (ROI) can be determined by the cost per click and by the quality achieved by the client s investment.

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