Thawing Out Frozen SEO Traffic with a Holistic Approach
IMPAQT Case Study: Consumer Packaged Goods
A large frozen food company recently redesigned its Web site, but implementing SEO was not a priority in that project. As a result, the company's organic traffic continued to remain low after the redesign and many of their core products had little or no visibility within organic search results and little or no growth in organic traffic.
QUESTION:
How could IMPAQT improve the client's organic visibility and convince the client of the value of SEO?
REVELATION:
IMPAQT began with researching how consumers were talking about the client in the social media space and how they were using search to find out about frozen foods, as well as what keywords competitors' Web sites were ranking for and why. The results of this research showed what factors were driving search traffic to competitors, such as searches for recipe-related terms. The research also indicated that IMPAQT and the client needed to implement SEO best practices across the site, instead of focusing on only a few areas.
Next, IMPAQT identified areas within the client Web site's architecture and design that were not compliant with SEO best practices. Specific recommendations were made on how to alleviate these technical problems, which their Web design agency immediately implemented.
IMPAQT also made Content and Meta recommendations for 25 Web pages. These recommendations were specific to the pages which were optimized. In addition, we optimized the content within the Web pages to reflect the keywords we found to be valuable in this space.
Finally, IMPAQT developed 12 SEO-optimized articles for the company Web site to add fresh content, which increased search rank and visits.
The IMPAQT:
As a result of implementing IMPAQT's SEO recommendations:
- The client's organic Search Position Score (IMPAQT's proprietary visibility metric) increased more than 150 percent over the course of four months.
- In the three months prior to optimization compared to the three months following optimization, visits increased by 46 percent and page views increased by 51 percent.
- The client has seen a 34% increase in year-over-year visits to the Web site.
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
Download this Case Study
Thawing Out Frozen SEO Traffic with a Holistic Approach