winning with local seo

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Richard Verne / 312.543.2375 / UnlikeAnyOtherWriter@gmail.com © 2014 uaoWriter LLC Case Study Refocus, Redesign & Locally Optimize An eCommerce Site

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Illustrating the success of optimizing an e-commerce website for visibility at the neighborhood level amongst organic search results.

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Page 1: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Case Study

Refocus, Redesign & Locally Optimize An eCommerce Site

Page 2: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Client

Page 3: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Create a unique, branded online experience that:

Challenges

•  is an active tool for sales and marketing •  promotes and streamlines the processes

of making appointments and purchasing gift certificates

•  allows for easy client maintenance of content

Page 4: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Architect Solutions

Page 5: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Design Solutions

Page 6: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Write Solutions

Page 7: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Optimize Solutions

Page 8: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Develop and launch a custom website with a robust content management system Solutions

Page 9: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

to provide an avenue of continued communication about relevant news, updates to the website (e.g., new articles) and special offers

That enables current and potential customers to easily locate critical information and complete key tasks by seamlessly integrating:

Solutions

Page 10: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

to facilitate online appointments

That enables current and potential customers to easily locate critical information and complete key tasks by seamlessly integrating:

Solutions

Page 11: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

to process online purchase of gift certificates

That enables current and potential customers to easily locate critical information and complete key tasks by seamlessly integrating:

Solutions

Page 12: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

to promote related events and video, as well as engage brand enthusiasts

That enables current and potential customers to easily locate critical information and complete key tasks by seamlessly integrating:

Solutions

Page 13: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

to share bookmarks and boost online visibility

That enables current and potential customers to easily locate critical information and complete key tasks by seamlessly integrating:

Solutions

Page 14: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

to track user clickstream data

That enables current and potential customers to easily locate critical information and complete key tasks by seamlessly integrating:

Solutions

Page 15: Winning with Local SEO
Page 16: Winning with Local SEO
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Page 19: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Results

Increased online bookings

Engaged brand enthusiasts

Raised brand awareness

Identified new opportunities and areas for improvement

Page 20: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Results Increased Online Bookings

Page 21: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Online appointments increased 30% within first month

Appointments

30%

Sep

Jun

Page 22: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

60% more appointments were booked within five months

Oct

Jun

Appointments

60%

Sep

Page 23: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Results Engaged Brand Enthusiasts

Page 24: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

10% increase in Facebook fans post launch

Page 25: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Passively grew customer database by 1% after just two months

Page 26: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Promoted relevant content, suggested action and illuminated pathways via contextual callouts

Page 27: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Results Raised Brand Awareness

Page 28: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Visits Page Views

Aug

ust

July

Aug

ust

1550

1500

1450

1400

1350

1600

1300

550

500

450

400

350

600

300

8% increase

5% increase

July

Immediately increased website traffic, page views & time on site

Page 29: Winning with Local SEO

Increased or secured natural search engine rankings within Google and Yahoo for critical, geo-specific keyword phrases

Page 30: Winning with Local SEO

Increased or secured natural search engine rankings within Google and Yahoo for critical, geo-specific keyword phrases

Page 31: Winning with Local SEO
Page 32: Winning with Local SEO

Created visibility for new keyword phrases focused on new areas of treatment

Page 33: Winning with Local SEO

Created visibility for new keyword phrases focused on new areas of treatment

Page 34: Winning with Local SEO
Page 35: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Chicago!Oak Park!

Elmhurst!

River Forest!Elmwood Park!

Berwyn!

Continually attracted visitors from key target areas

August!

Page 36: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Chicago!Oak Park!

Elmhurst!

River Forest!Elmwood Park!

Berwyn!

Continually attracted visitors from key target areas

September!

Page 37: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

October!

Chicago!Oak Park!

Elmhurst!

River Forest!Elmwood Park!

Berwyn!

Continually attracted visitors from key target areas

Page 38: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

August!Improved familiarity of brand and its URL as shown by direct entry of URL month-over-month

Page 39: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Improved familiarity of brand and its URL as shown by direct entry of URL month-over-month

September!

Page 40: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Improved familiarity of brand and its URL as shown by direct entry of URL month-over-month

October!

Page 41: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Results Identified New Opportunities & Areas for Improvement

Page 42: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Increased viewing of Weekend Warrior article in same month as Chicago Marathon highlighted the relationship between topical/timely articles & potential clients

Analysis of points of entry and exit, as well as bounce rates, exposed misleading SEO or insufficient content

Page 43: Winning with Local SEO

Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC

Roles Metrics analysis

and reporting

Brand strategy and social media consulting

Information architecture and interaction design

Creative direction, project management and quality assurance

Keyword research to determine most popular and relevant searches, and reveal high-value keywords/keyword phrases for new and existing conditions and treatments

Copywriting and SEO with an emphasis on high rankings for local results

Development & implementation of CMS