Specialty Doors

Specialty Doors is a progressive forward looking organization in the Interior Doors, Glass Doors, Acoustical Doors and Accordion Door industry. Included in its list of assets is Specialty Glass Doors and Modern Stainless Ladders brand. This brand can be experienced in both a print and online format.

Overview:
Specialty Doors wanted to increase their online traffic. SEO was a natural tool for this task as it was something Specialty Doors had not looked at with any level of seriousness in the past. When Specialty Doors started investigating SEO, only 7% of their website had gone through any type of optimization process.

Goals:
Specialty Doors had a decent number of articles. Optimizing this resource would be a major task and Specialty Doors knew it. At this point More Google Traffic explained to Specialty Doors that they would optimize the articles by building a spider for the XML article database. In doing this More Google Traffic illustrated a level of precision other SEO providers could not match. This transparency illustrated a willingness to communicate at a deeper level with the client and the end user.

Strategy:
More Google Traffic proposed a three step plan to Specialty Doors. Step 1 consisted of optimizing all the main web pages. Step 2 consisted of optimizing all the articles. Finally, step 3 consisted of integrating SEO into the business processes at Specialty Doors. Presenting this material in a step scenario provided Specialty Doors with a focused road map, complete with milestones to their principal goal: a consistent flow of new optimized online content that would continue to strengthen the well-built position Specialty Doors pre-existing online property already had accomplished.

Accomplishments:
The ROI of the step 1 activities have been enormous. In a typical month since the Optimization process has taken place Specialty Doors has seen month over month growth to their bottom line (calculated by determining the revenue from supplementary number of click-throughs since they began the SEO campaign, minus the SEO investment incurred to date).

It should be noted that this ROI only looks at the direct impact the greater number of targeted click-throughs has on advertising revenue. There is additional indirect revenue generated from the increase in click-throughs as the additional users clicking through to Specialty Doors’ online assets visit Specialty Glass Doors and Modern Stainless Ladders and become familiar with these brands through cross promotions.

The future outlook is bright, the ROI of this relationship for Specialty Doors will likely increase further during step 2 as More Google Traffic starts to optimize Specialty Doors’ archive of articles and other web properties. Optimizing the current content and new content creation along with targeted natural links will lead to an exponential increase of Specialty Doors’ material easily accessible via all the online search engines, like Google, Yahoo and Bing. This in turn should lead to a substantial increase in more targeted traffic by search engine end users to Specialty Doors’ online assets.

Concorde Financial

Concorde Financial is a company that cares about helping individuals reach their financial goals by providing outstanding service and industry leading low prices for gold, silver and rare coins. For the last 24 years Concorde has been an industry leader in precious metal investing. Concorde Financial used avenues like radio and TV for advertising but had not explored Search Engine Optimization (SEO) until they partnered up with More Google Traffic in 2008. When Concorde contacted More Google Traffic they started asking questions about how to increase leads and targeted web views to their website. More Google Traffic’s developers created a search engine friendly website for Concorde from the get-go and offered in-depth SEO services that only a dedicated search marketing firm can supply.

Concorde Financial Challenge
Concorde faced the challenge of having great products, but not enough traffic to supply them with many website leads. Since Concorde had such amazing prices and gold, silver and bullion that they felt were superior to the competition, they desperately wanted to get the word out to people searching the Internet. We knew their products were good as they had received praise from many industry professionals and coin collectors across the country. But their Internet presence could certainly be better.
Additional challenges were that although Concorde was experts at collecting and selling coins they had never worked to sell their products on the internet. They did not know which keyword phrases to target in their industry. With the help of the trained staff at More Google Traffic a complete 360 analysis was completed giving Concorde a better understanding of the keywords and reach they should come to expect.

Our Challenge
In order to comply with the legal restriction other industry leaders who had been doing SEO for years, we had to get creative with which phrases we wanted to drive targeted traffic for and how we said certain phrases on the website. We wanted to use the keyword phrases that people were searching for on the search engines to ensure increased rankings.

Kick-off Meeting
Our campaign got under way with an in-person kickoff meeting where we interviewed the Concorde team and discussed the objectives of the campaign and how we would meet those objectives. The phases of the campaign were reviewed and the processes of our work were outlined so that everyone on the team was on the same page.

Full SEO Services We Provided:
• We performed an initial site appraisal so that we could understand the issues the site was facing.
• We extensively researched keyword phrases; we knew would make Concorde a success online.
• We made site architecture recommendations to ensure that the most important pages of the site would receive the internal link popularity they deserved.
• We reviewed the site’s pages and decided which ones were the best fits for SEO.
• We worked with Concorde to choose which keyword phrases belonged on which pages of the site.
• We rewrote each page of the website in a manner that explained exactly what Concorde offered in easy-to-understand, descriptive language that spoke to their target audience.
• We optimized each page’s Title and description tags for their targeted keyword phrases.
• We set up their Google Analytics and began monthly reporting/recommendations.

Measuring Success
As was expected, the first month did not show major progress in traffic. However, we started to see progress around 45 to 70 days into the campaign. Traffic for those months’ was the highest they had ever been for the site. And more importantly, the increased traffic was converting at the same or higher rates than previous lower levels of traffic.
Here are some highlights of our groundwork data. Please keep in mind that it’s only been 5 months since our work has gone live:
• In terms of overall visitors the most visits in a month the site ever had were about 2,500 with about 900 unique visitors. In June, just the 60 days into the campaign, that number had already been surpassed, as June we saw about 4,000 visits and over 1,550 unique visitors. The campaign continued to gain steam as the benchmark numbers set in each previous month were surpassed in the following month. In October, the record that had been set in August was shattered once again as the site received 5,810 visits and 2,443 absolute unique visitors during this time frame.
• The number of visits from organic search previously established for the site was between 1,800 to 2,000 visits. June had 2,136 visits which was, at that point, the highest amount of visits sent by organic search to the site ever, a record that was then surpassed again in July, August and now September, which had 4,038 visits from organic search. That’s over a 100% increase since the start of the campaign!
• In terms of conversions, the site has seen fairly consistent percentages over the course of the campaign despite the large increase in traffic. Slight increases have been witnessed from month to month as well.
• There has been a steady increase in people finding the Concorde Financial website through the keyword phrases for which we optimized, as well as for additional variations of those core phrases.
• According to meetings we’ve had with the Concorde team and sales consultants, their team has been extremely pleased with the additional traffic and phone calls they are experiencing. Over the coming months we will be working on additional ways to drive traffic and phone calls to the Concorde staff, as that was the ultimate goal of the SEO campaign.
The initial 6-month phase of this case study has just been completed, and it is safe to say that the campaign has been a resounding success thus far. We expect to see even higher search engine traffic numbers in the months to come as the campaign continues based on past experience.