winning with local seo
DESCRIPTION
Illustrating the success of optimizing an e-commerce website for visibility at the neighborhood level amongst organic search results.TRANSCRIPT
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Case Study
Refocus, Redesign & Locally Optimize An eCommerce Site
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Client
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
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Architect Solutions
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Design Solutions
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Write Solutions
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Optimize Solutions
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Develop and launch a custom website with a robust content management system Solutions
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
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
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
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
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
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
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
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Results Increased Online Bookings
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Online appointments increased 30% within first month
Appointments
30%
Sep
Jun
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
60% more appointments were booked within five months
Oct
Jun
Appointments
60%
Sep
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Results Engaged Brand Enthusiasts
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
10% increase in Facebook fans post launch
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Passively grew customer database by 1% after just two months
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Promoted relevant content, suggested action and illuminated pathways via contextual callouts
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Results Raised Brand Awareness
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
Increased or secured natural search engine rankings within Google and Yahoo for critical, geo-specific keyword phrases
Increased or secured natural search engine rankings within Google and Yahoo for critical, geo-specific keyword phrases
Created visibility for new keyword phrases focused on new areas of treatment
Created visibility for new keyword phrases focused on new areas of treatment
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!
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!
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
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
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!
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!
Richard Verne / 312.543.2375 / [email protected] © 2014 uaoWriter LLC
Results Identified New Opportunities & Areas for Improvement
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
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