SEO is one of the most valuable and cost-effective ways to reach customers at exactly the right time, but it’s difficult to optimize your content without an SEO agency by your side and a marketing strategy in place.
The majority of consumers begin their purchasing paths by going online to find information or answer questions. Those web users will likely make a purchasing decision based on the results that display at the top of their search.
However, many businesses can struggle with capturing these users effectively and can benefit from the support of an experienced SEO agency.
At KWSM, we have helped thousands of clients achieve high-ranking results in Google organic search since 2010 for nearly 15 years. As a Senior Digital Marketing Strategist, I have had the opportunity to help dozens of these clients apply SEO best practices to their marketing and strengthen their online presence and authority.
In this blog, I’ll explain how our team helped one art logistics client improve the organic performance of their blogs and services page which ultimately led to increases in leads.https://www.youtube.com/embed/U0aNrf2Ef1E
What is SEO?
Search Engine Optimization, or SEO, can be defined as the process of improving your website to increase your visibility in organic searches.
An SEO agency like KWSM has the experience and knowledge to use the right combination of keywords, formatting, structure, and user behavior to help Google’s automated spiders find, crawl, and index pages for optimal ranking. This process, when done correctly, will put your website in front of your desired audience organically while they browse.
“I’ve seen firsthand the impact that SEO can have on the success of a business and I strongly believe that every business needs an SEO strategy. Getting your business featured more prominently on Google can increase engagement with your content and drive conversions.”
– Stephen Wagner, KWSM VP of Finance and Operations
This optimization process can be further improved upon by following Google’s E-E-A-T guidelines, which search engines use to evaluate the quality and credibility of your website. Let’s break down this terminology further.
What is E-E-A-T?
By showcasing your company’s Experience, Expertise, Authority, and Trustworthiness through employee quotes, company stats, case studies, and outside publications, you can build trust with both your audience and Google.
In simple terms, Google’s E-E-A-T focuses on providing original and helpful content to online users. On your website, this takes the form of service pages, blogs, press releases, and even video content.
E-E-A-T directly impacts how high your content appears in organic searches. By including the above elements and highly searched keywords and phrases, you can help improve the ranking of your website and content in users’ searches.
Below I’ll share how we focused on implementing Google’s E-E-A-T to optimize one client’s blogs and service page to increase organic web traffic and leads.
SEO Agency Case Study
In the spring of 2022, our client, an art logistics based on the West Coast, was interested in highlighting their shipping and transportation services. Our team came up with a campaign that would focus on driving traffic to a service page that made all of the information easy to access through organic search.
Prior to running our campaign, we audited the current service page and concluded that it lacked the benefits of proper SEO keywords, blog resources, and form to nurture the ideal user experience.
In addition to reviewing the service page, we took a look at the current performance of their blogs. Although they were topical, they lacked a clear call to action (CTA) to drive leads for these specific services and did not include formatting around Google’s recent E-E-A-T guidelines.
Here’s how we optimized both of those elements of the campaign and the YOY results we received.
Tactic 1: Optimizing Blogs
Blogging was a large part of this client’s strategy in our campaign to reach artist professionals looking for transportation services for their pieces.
Although the weekly content being produced was topical and relevant to the right audience, it was not helping to drive an increase of interest in shipping and transportation services. We aimed to further optimize the blogs to establish our client as the expert in the shipping and transportation field and encourage form fills to request a quote.
In order to improve the blogs, we focused on the following elements:
YOY Results From Blog Optimization
Implementing these elements in our shipping and transportation blogs generated a 40% YOY increase in overall pageviews to the blog homepage, a 44% YOY decrease in exit rate for all blogs, and a 15% increase in page entrances for these service blogs.
We also added a variety of keywords for supporting services that work hand-in-hand with shipping and transportation inside the blogs. As a result, the website is now landing on the first page of Google for branded keywords and supporting service-related keywords such as “fine art crates,” and “Art installation Portland.”
We also saw the following improvements in the supporting keywords:
These results show that optimizing our copy and images have made a positive impact on the performance of all blogs and the ranking of this client’s services in organic searches.
Now let’s look at how the service page and form were changed and the YOY improvements we saw.
Tactic 2: Optimizing Service Pages
As mentioned above, the shipping and transportation service page lacked the right keywords and did not fall in line with Google E-E-A-T best practices.
To improve the performance of this page, we focused on the following:
Once we implemented these changes in Q2 of 2022, we began tracking the performance of this page as well as the number of organic leads coming in from the service form embedded on this page and at the bottom of the service blogs we were writing.
YOY Results From Optimizing Service Pages
We saw a 200% YOY increase in form fills from our organic searches, a 100% increase in time on site, a 10% increase in page views, and an 8% decrease in bounce rate.
When looking at the overall behavior of users visiting the service page, we see that 30% of page visitors reach the form at the bottom of the page as a result of the new layout.
We also see that all users click on the newly added FAQ blogs. This has helped those four blogs experience a 20% average increase in page views and a 30% increase in time on the site.
These changes also have had great impacts on the overall SEO for the website YOY. As a result of updating the metadata and focus keywords, we tracked a 37% increase in CTR on all of our keywords, a 45% improvement in position in organic searches for our main keyword “art transportation services”, and a 7% increase in organic search impressions.
From these results, we can see that our additions to this service page have helped increase the chances of users finding this page in organic searches, helped users move through the page to read FAQ blogs, and ultimately complete the transportation form to request a quote.
How Can an SEO Agency Help Your Business?
As you’ve seen from this case study, SEO is crucial for the online success of any business.
With the right SEO strategy, you can grow your online presence and authority, drive high-quality traffic to your website, and increase organic leads which improves your overall ROI.
Search engine optimization is a powerful tool for getting in front of people but it does require consistency over time. An experienced SEO agency can help provide your business with the structure it needs to improve its online presence with an effective marketing strategy.
Are you ready to appear in more search results, make sure the right people are finding you online, and generate the results you’ve been looking for? Our team remains on the cutting edge of constantly changing SEO trends.
Complete the form below to learn more about an SEO strategy for your business.
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