Case Study: Consumer Services Retailer in Nevada

Highlights

  • 115 page one KWs in Google
  • 91 page one KWs in Yahoo
  • 59 page one KWs in Bing

Background

The client has several locations in and around major markets in the state of Nevada, selling mainly to consumers. As they are unable to sell any services through an e-commerce platform, their site generates foot traffic at their stores. The retailer is an authorized reseller of a nationally recognized name brand and competes with corporate locations in their market.

The client tasked Pop Labs with creating a campaign that rivaled their national, branded competitor, for whom they are a reseller. Because the client could not beat the competition with a significant price difference, placement on major search engines emerged as the means of letting potential customers know that the client’s stores were superior. As a small business, they lacked a huge budget to fund pay-per-click advertising, so Pop Labs focused on achieving high organic placements on search engine results pages.

Campaign Development

Pop Labs’ search engine optimization specialists began by conducting research and analysis on key competitive search terms. A set of these emerged as both highly relevant to the client’s business and frequently searched. The bulk of the traffic for these terms directed users to the client’s national brand and its various sites. Using strategic SEO techniques, Pop Labs’ specialists ensured that these essential terms triggered various pages on the client’s website.

We then directed our attention to the client’s website. Their current design lacked a sensible user experience and flow. It did not reflect the quality of services provided, and it did not create the right feeling. We needed to make the client seem larger and more professional than the competing stores in the area. A new graphic design helped position them as the main provider in their markets, and the website was built on an SEO-friendly content management system that allowed Pop Labs to capitalize on all maneuvers implemented by our specialists.

Performance Results

The newly designed website and SEO campaign launched in December of 2009. In less than 4 months, the client experienced a significant spike in site traffic, which translated into increased foot traffic at their various locations. This was due in part to over 250 key terms for which the client appeared on the first page of the major search engines’ results pages. This increase in visibility, coupled with the client’s social media efforts, led thousands of qualified, unique visitors to the website within six months. During this time, the client began to outrank their own national brand.

Services Implemented

  • Search Engine Optimization
  • Web Design
  • Competition Analysis

Goal Conversion Increase

Goals

Keyword Rank Increase

Keyword Ranking 1 Keyword Ranking 2