I have been consulting to an incredibly interesting and somewhat challenging client over the past six months.
It was a fixed-term contract where I provided both SEO and Paid Search services to them.
Industry: Their industry is cyber security services, which is notoriously competitive.
KEY CHALLENGE: The challenge was not with their strategy, or even how competitive the industry is, but with their content.
The first challenge was their on-page content as they only had a one-page website, which had very little copy. I created a new page structure and site map based on analysing leading competitors, and rebuilt their site against their existing look & feel (their request). As they wanted very little on-page content we opted to build out and support their core optimisation through building additional content and articles through a blog.
The second challenge was that they did not produce nearly enough content to hit the success metrics I would’ve liked. Although we create content articles as part of our SEO service, the client chose to produce their own. We provided guidance on key-phrases required and what themes to focus on each month.
When content was produced, we would lightly edit and optimise the content.
OUR FOCUS: For the purpose of improving their SEO, we focussed primarily on on-page and technical factors, rebuilding the site structure, adding optimised and marketing copy; with off-page SEO strategically added where it counts.
Nonetheless, despite the content challenge, we still made some great improvements.
The last month of their contract they also chose to switch off their Paid Search account (due to budget), so the success metrics would’ve been a lot higher had this not been the case.
Success Metrics (without Paid Search):
- Overall Traffic improved by +165.5%
- Organic Traffic improved by +260%
- Total Leads improved by +452%
- Organic Leads improved by +567%