STUDY CASE FOR FIFTEEN CAR OPERATOR IN A TERTIARY MARKET

Posted on: November 21st, 2017

tertiary market

For over a decade a fifteen car operator in a tertiary market has been offering its customers luxurious and secure transportation services. Their business has grown on referrals and paid advertising. However, the referral system reaches a limited number of people, so they approached us to increase their online presence. In the span of only a year we have increased the organic traffic heading to their website by 166% and saw significant improvements in all search engine metrics.

Read on to see how we have redefined the target audience and increased their targeted keywords from 500 to 1400 phrases.

The Client

Our client provide everything from executive car services to airport services, and even wine tours in and around the greater New York area. They have relied, so far, on “in house” website development and SEO practices, to minimize costs and to grow the business as fast as possible.

Their website was clean and they managed to get it in front of some of their potential clients. Their main strategy was to buy advertisement space from Google Adwords. The inherent problem with that model is that the more your client base grows, the more you will pay in total for the increased traffic coming through those links.

The Challenge

They approached us to see if we could increase the traffic coming to the website and get their services in front of more potential clients. They felt that some of their services were not explored to their full marketing potential. They also realized that the cost of acquisition of new customers for their wine tours and other special occasion categories were too high to be fully explored through paid ad placement.

Campaign

We decided to focus our entire SEO efforts into promoting their website. After a first quick analysis of the current state of their website and rankings we custom built our strategy to match their current situation and needs.

Step 1 – Site Optimization

Although the site was fairly well built, it was becoming occasionally unresponsive and it had not been optimized for search bots. We implemented an optimized website map, switched to a simpler article structure and created specific categories for each of the target clients. We also strengthened the security systems behind the site and gave a short presentation on the importance of secure user name and password combinations. We made sure to include the latest details on how to come up with an easy to remember but difficult to break password.

Step 2 – Keyword Analysis

Like many businesses , our client had not focused enough of their attention on the potential keywords that best described their business. We expanded their initial keyword target system from 500 to more than 2000 phrases.

Step 3 – Link Building and Website Development

Our current SEO strategy focuses on building high quality relationships with strategic websites that are well positioned in the targeted market. Our philosophy matches that of the current search engine algorithms where the quality of the links is much more important than the number of links provided, as detailed on our dedicated article here : https://www.driveprofit.com/blog/google-killed-domain-authority/

For that reason our team started cultivating relationships in more than 100 niches that would turn out to be relevant to our client’s user base. Of course each niche had hundreds if not thousands of websites and we evaluated each one to determine their potential and status.

The Results

As we have mentioned before after just a year the number of keywords that our client’s website was ranking for grew from 500 to 1400. The website’s organic traffic has grown by 166%. To be more specific, Google Traffic has grown by 94%, Bing traffic is up by 54% with Yahoo traffic showing a growth of 150%.

Conclusion

While we are very happy with the increase in traffic to the website we are planning to further expand the keyword data base. Targeting addition keywords and developing new links will further improve our standing with Google, and position our website as an authoritative resource. We are also constantly adjusting our SEO strategy to match the Google search bots philosophy. We will continue to implement changes to the link building philosophy as well as to the way we develop the website itself.

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