TABLE OF CONTENTS:
- SEO Client Overview and Scope
- Website Value and Traffic Metrics
- Rank Tracking
- SEO Tasks Completed
- Sample Backlink Metrics
1. SEO CLIENT OVERVIEW AND SCOPE
This client has a multi-location legal consulting business the operates across most of Pennsylvania. They started out as a family business in 1990 headquartered near Pittsburgh but grew the business to operate in Wexford, Bridgeville, Canonsburg, Philadelphia, Erie, and more eastern Pennsylvania locations.
The client had previously worked with another Pittsburgh SEO company who did well getting them to page 2 and a few page 1 keywords but the rankings stagnated and they weren’t generating as many leads as the client wanted.
To gain more traffic and leads, the previous SEO provider suggested building more backlinks (correctly) to move up their rankings but they told the client to, “build the backlinks yourself.” This was an obvious pain point for the client and it consumed a lot of his time.
The client approached us to help with SEO and backlink building as it is one of our specialties. It was no surprise to us that as a busy business owner, he wouldn’t have the time nor the capabilities to complete this task himself.
After reviewing the website, we agreed backlink building was the best strategy to move forward and we identified other metrics that were lacking including inaccurate citations, poor meta titles/descriptions, poor use of H-tag headings, and issues with a number of the Google My Business locations.
All these were metrics holding the client back from ranking higher and became tasks for us to improve.
One thing to note is the legal industry is one of the most competitive industries when it comes to SEO. Payouts in the thousands or millions of dollars means many companies are willing to use black hat or grey hat SEO techniques that break Google’s terms of service to achieve results. This was a great opportunity for Top Rated Marketing Pittsburgh to put our white hat SEO strategies to work against those other techniques.
Initially recommended but not completed:
Call tracking was recommended at the start of the project but the client already had phone systems in place for each separate location and did not want a new system. The website had Click-to-call goal tracking in place to track website call conversions but we could not track calls by location with no analytics integration.
In addition, blogging was suggested at the start of the project but the client said previous iterations had only generated website visits and very few paying clients. They were interested in generating leads, not website visits.
2. RESULTS CONVERSION: PHONE CALLS, WEB FORMS AND GOOGLE MY BUSINESS
In the table below, the client said between 1 in 5 and 1 in 10 calls converts into a paying customer.
We are conservative in our estimate at 1 in 20 or 5% conversion.
***IMPORTANT NOTE: At the start of the project, we were only told to focus on 2 locations, Pittsburgh and Canonsburg. We did not track data from the 13 other Google My Business locations and we cannot get historical data to know past and present call volumes. This skews the success of this project and conversion data.
For the most recent 3-months during COVID-19 lockdown (Feb 21 to May 21 2020), the locations received the following number of calls:
Pittsburgh – 441
Canonsburg – 210
13 additional locations – 1863
Combining the 13 other locations averages to 621 leads/month – potentially producing $31,050/mo in revenue!
3. WEBSITE VALUE AND TRAFFIC METRICS
AHREFS WEBSITE VALUE AND METRICS:
TRAFFIC VALUE = +$27,900 (+775%)
Organic Keywords = +1800
GOOGLE SEARCH CONSOLE:
Clicks = +6280 (+106%)
Impressions = +544,000 (+254%)
IMPORTANT NOTE: The 0average Click Thru Rate (CTR) and Average Position were expected to decrease as more keywords lowers overall ranking position and lower rankings mean lower click-thrus.
GOOGLE SEARCH CONSOLE MONTHLY TRAFFIC DATA
The start date of our campaign was August 21, 2018 at after our first full month, the website had 917 visits. Fast forward 18 months later while only focusing on local Pittsburgh keywords, the client website is up to 2764 visits in February 2020 before COVID 19 shutdown Pennsylvania.