Case Study Archives

Commercial HVAC Company Increases SEO Traffic Exponentially 2 Years In a Row

Pam Ann Marketing is subcontracted by a local inbound marketing agency to provide SEO consulting and services for a client of theirs in the HVAC commercial services space. The engagement began in October 2014, and is still ongoing as of 2017.

The first phase of the project focused on assisting the agency in architecting a website redesign to ensure that the new site would be as SEO-friendly as possible. Pam Ann Marketing provided a technical “blueprint” to ensure that the new site was coded as search-engine-friendly as possible, as well as in-depth keyword research and keyword optimization guidelines for the new site’s page content. That work culminated in July 2015, when the redesigned and newly-optimized version of the website was launched.

Ongoing post-launch work for this project consists primarily of advising the inbound agency on keyword optimization of each piece of new content for the website, including 8 blog articles per month, as well as landing pages for downloadable content assets. Additional ongoing services include technical SEO consulting, analytics data integrity monitoring, reporting and analysis, and local SEO citation management.

This powerful collaboration between Pam Ann Marketing and the highly-competent inbound marketing agency has resulted in exponential year-over-year growth in organic traffic for this client, as shown in the chart below.

The first year post-redesign brought a 1,820% year-over-year growth in organic traffic. The second year post-redesign more than doubled traffic again. Year two’s total organic traffic represents a 4,123% increase over the year prior to the optimized redesign.

This case study demonstrates how Pam Ann Marketing’s unmatched SEO expertise can greatly enhance any digital agency’s content marketing or web design offerings. We help ensure that new websites are coded with the highest level of search-engine-friendliness, and contain the best possible modern keyword optimization tactics to draw in the right target audience, bringing clients exponentially more traffic to their website than they would otherwise receive without such an in-depth SEO-focused approach.

Visit our new sister company site, StealthSearchAndAnalytics.com, to learn how we can integrate our SEO expertise into your digital agency and bring these types of results to your clients!

Case Study: Dermatologist with Four Individual Locations Drives Massive Influx of Leads Using Google AdWords

Pam Ann Marketing was hired to professionally manage AdWords for a dermatologist practice with four individual office locations along the entire east coast. With no historical account content to audit and improve upon, we conducted extensive keyword and market research to identify the optimal strategy for generating results. This research, coupled with general practice information and dermatology insights from the client, enabled us to construct AdWords content for all locations.

Once conversion tracking was implemented to measure inbound leads, we established our first full month’s baseline performance as follows:

Total cost – $10,706.69
Average cost-per-click – $4.88
Total website clicks from ads – 2193
Total conversions (leads) – 162
Average cost-per-conversion – $66.09
Conversion rate – 7.39%

Through our standard routine of professional account management and optimization process, we identified month one trending and applied that knowledge to the improvement of the account. After two more full months of account management, we closed month three with the following results:

Total cost – $10715.42
Average cost-per-click – $4.47
Total website clicks from ads – 2399
Total conversions (leads) – 256
Average cost-per-conversion – $41.86
Conversion rate – 10.67%

Despite total account spend remaining relatively constant (only $8.73 variance), and CPC decreasing by a small factor of $0.41, clicks actually increased by 9.39%. This jump in ad clicks can be attributed to our refinement of the ad targeting and optimizing the ads to show to the exact right audience.

By evaluating the three month change in conversion data, we can see that there was an exponential increase in click conversions when compared to extra volume of clicks. A 9.39% increase in clicks generated a 58.02% increase in conversions, and cost-per-conversion efficiency improved 36.66%. After three full months, the client was spending the same monthly budget to generate 58% more leads.

By measuring the pacing of the conversions and conversion efficiency throughout the following months, in conjunction with refining the quality of website clicks, we continued to provide hundreds of inbound leads to the four dermatology offices through our management of the AdWords account.

Case Study: International Manufacturer has an 89% Increase in Conversions After Just One Month of PPC Management

Prior to our account management, this account was managed and optimized by a hybrid effort comprised of 1. A different agency and 2. An in-house specialist under the consultation of Google AdWords representatives.

After conducting an extensive audit of historical account performance, coupled with website product research, we built brand new AdWords campaigns centralized around the company brand and its core specializations. By utilizing match-specific keyword types, aggressive negative keyword lists, and tested ad copy concepts, we were able to generate high keyword quality scores and positive user experience.

The manufacturer saw the following results after one full month of account management and optimization:

89% increase in month-over-month conversions (from 35 to 66 total conversions).
A $9.33 decrease in cost per conversion, which represents a 28% increase in conversion cost efficiency.
3.23% increase in click conversion rate, indicating a significantly higher quality website visitor and positive improvement to overall user experience.

The client is a firm believer in long term commitments to drive results, and has expressed a desire to increase advertising spend as the ads continue to generate positive ROI.

Case Study: Global E-Commerce Store Spends Less, Earns More

We were hired to overhaul an e-commerce account that the owners were managing internally since 2002. We started with a strategy meeting to identify highest volume and highest margin product segments, and then conducted a full-scale audit of the existing AdWords account to pinpoint strategy for imperative optimizations.

Our initial objectives:

Eliminate wasteful spending on non-converting content.
Aggressive segmentation of existing campaign content starting with the discussed products and branching out over time.
Improve user experience and e-commerce conversion rates through use of granular and segmented account structure, product specific landing pages, and dynamic search ads.

By applying that strategy and re-launching content, we produced the following month-over-month results after just two months of professional account management.

Month One -> Month Two:

Despite a $0.07 higher cost-per-click, total monthly advertising cost decreased by almost 30% and the e-commerce metrics all improved substantially. In this case, because of the large increase in revenue, a decrease in website clicks is not of concern as this is a classic example of quality over quantity with reference to website traffic.

Highlights include a 66.13% increase in total sales transactions, 118.71% increase in e-commerce conversion rate, and a whopping 133.70% increase in transaction revenue. The client spent $2699.38 LESS, yet had $8992.09 MORE in sales. This represents a 231% increase in e-commerce revenue/transaction value.

Month Two -> Month Three

In the second month of management, the same trending of less clicks and higher cost-per-click continues, along with even more improvement in e-commerce performance. By refining the account even more in month two, we were able to eliminate more waste and drive even more sales for less cost. Significant month three improvement include a 336.48% jump in e-commerce transaction rate and a $5948.17 increase in revenue despite spending $146.24 less in ads.

Since project launch, the client has spent 45.33% less, yet has a 222.14% increase in revenue.

The client is exceptionally pleased with early results and is eager to continue working with Pam Ann Marketing to drive more of the same actions long-term.

Case Study: SEO for Medical Clinic

Medical Clinic Organic Traffic Increases Nearly 200% after 9 Months of SEO Services

Update! After 12 full months of SEO implementation, this client’s organic search traffic is now 482% higher than when we began! See updated screenshots below

In the ninth month after we began providing SEO services for a multi-location medical clinic, the clinic’s website was getting nearly 200% more organic search traffic than the month when SEO efforts began.

We began our efforts in September 2014 with comprehensive SEO research and planning, including a technical audit, keyword research, content strategy, and link research.

In November of 2014, we transitioned into an ongoing implementation routine where the results of our planning were put into play. As of July 2015, 9 months after SEO efforts kicked off, the site was seeing nearly 200% more organic search traffic versus the kickoff month. The kickoff month had approximately 9K organic search visits, whereas the comparison month saw nearly 27K. This site’s organic search traffic continues to steadily increase month-over-month.

Update!

After a few more months of continued implementation, this site is now seeing organic traffic numbers that are 482% higher than when we began.

Case Study: SEO E-Commerce

Children’s Clothing E-Commerce Site Sees 405% Increase in Organic Search Traffic After 6 Months of SEO Services

In the sixth month after we kicked off SEO services for a children’s online clothing retailer, the site was getting 405% more organic search traffic than the month when SEO efforts began.

As always, we started with comprehensive SEO research efforts, including a thorough technical audit, extensive keyword research, content strategy development, and link acquisition research. Those efforts kicked off late September 2014.

In mid-November of 2014, we transitioned into an ongoing implementation phase where the research and planning was put into motion. As of March 2015, 6 months after SEO efforts kicked off, the site was seeing 405% more organic search traffic versus the kickoff month.

Case Study: First 4 Months of SEO Campaign Led to 176% Increase in Google Organic Search Traffic for Industrial Manufacturer

After completing a comprehensive audit and research phase, we developed an SEO Strategy Plan for an industrial manufacturing company, and then moved into an implementation phase where we worked with their in-house web developer to begin implementing the recommended technical changes, crafted new keyword-optimized content for the website, and began link and social signal building efforts.

After the first 4 months of the implementation initiative, the following improvements were realized:

176% increase in Google Organic Search Traffic
96% increase in number of organic keywords on first 2 pages of Google

The client was very satisfied with the results and requested a proposal for a similar initiative for another company they are acquiring.

Case Study: Consulting and 6 Month Training Program for In-House SEO Staff Led to 37% Increase in Organic Search Traffic for Legal Services Company

After completing a comprehensive audit and research phase, we developed an SEO Strategy Plan for a legal services company.

Since they had in-house staff handling their SEO, after developing the strategy, we moved into a 6 month training phase where we taught the in-house staff how to implement our strategy.

At the end of the initiative, the following improvements were realized:

The client was very satisfied with the results and requested additional ongoing consulting.

Case Study: SEO Website Redesign Led to 51% Increase in Google Organic Search Traffic in 4 Months for Local Copier Dealer

After completing a comprehensive SEO research and planning phase, we managed the redesign of a website for a local copier dealer. The intent behind the redesign was to make the site more search engine friendly.

After the first 4 months following the launch date, the following improvements were realized:

51.46% increase in Google Organic Search Traffic
Went from having essential no organic keywords on first 2 pages of Google to 20 different key phrases

Case Study: The Role of the Client in Local SEO: Morristown, NJ Local SEO Case Study

Here at Pam Ann Marketing, we recently did a “local SEO” project for Morristown, NJ-based IT firm Sterling Rose LLC. We did some maps optimization, Schema markup, and citation building for owner Norman Rosenthal to give him a “boost” in regionally-based searches.

The Agency Only Lays the Foundation

By implementing these tactics, we laid the foundation for increased local search exposure, but the rest of the work was up to the client. We advised Norm to ask his clients to write reviews for him on his Google Local (Maps) listing to complete the optimization process.

Well, Norm hit the ground running and quickly got 12 (genuine) positive reviews on his Google Local listing. His listing then jumped from position #14 to #1 for “it support” on Google Local, from zero to #2 for “it support mac” on Google Local, and #4 for “it support” in regular (organic) Google search results.

The Client Drove it Home

We love when a client fully embraces our suggestions! But the key takeaway here is that the client has an important role to play in local search optimization efforts. Engaging an agency to provide local SEO services is essential in order to tackle the technical and tedious tasks such as Schema markup and citation building, but no agency can provide the GENUINE positive results needed in order to effectively increase a company’s regional online footprint.

Sure, the agency could ask the client’s customers to write reviews, but the customers won’t be nearly as compelled to do so for some agency they may never have heard of, versus getting a sincere request from the business owner that they have built a mutually-beneficial relationship with.

Reviews HAVE TO BE GENUINE

Yes, I intended to indicate that I’m yelling by capitalizing “HAVE TO BE GENUINE”, because fake online reviews are not only ineffective, but can actually hurt your rankings AND bank account. Both agencies AND clients are being fined up to $100,000 for this local SEO technique, as it is a deceptive advertising practice. Even private lawsuits have begun popping up – Yelp has started to sue both agencies and users for posting fake reviews. At the very least you may suffer irrecoverable algorithmic penalties by the sites such as Yelp that control your online reputation destiny.

Online Reviews are a Company Asset

It should go without saying that keeping your customers satisfied is a preclusion to getting them to write positive reviews. However, many companies are already focused on keeping their clients happy – yet they are not maximizing the payoff of those efforts by solidifying that happiness into a valuable online asset. A set of glowing reviews will grease the gears of the search engines to greatly increase your exposure in regionally-based searches. Combine that with the powerful effect of word-of-mouth, and online reviews practically deserve a place under “assets” on a company’s balance sheet.

What Are Your Review-Recruiting Challenges?

Sterling Rose Google Review 4 Step Instructions -sm 300px — Sterling Rose Google Review 4 Step Instructions

Soliciting reviews isn’t always easy, even from the happiest of customers. Norm will attest to that, but we helped him get over some of those challenges by creating this customized 4-Step Guide to Writing a Google Local Review that he can send to his customers to assist them in the not-very-user-friendly process of writing a Google Local Review.

We also created a shortened URL for his Google Local listing (http://bit.ly/SterlingRose) so that he could more easily direct his customers to his listing, instead of having to use the default gobbly-gook URL (yes, that’s a technical term). So don’t get discouraged if you encounter a hurdle or two in this process – there are tips and tricks to get around them.

What challenges have you encountered when trying to solicit online reviews? Leave a comment below and we’ll see if we can help you, too.