Background: This case study specifically addresses the potential impact of Search on a website. We are sharing this illustration to show our approach to client relationships and how we aim to increase our clients’ business in the most effective way, with budgets, goals and conversions in mind.
Many websites are created with only a design element in mind and little consideration for site structure and page configuration. Yet, all of these elements directly determine the overall performance of a site.
Challenge: Increase visitors and online reservations to the web site throughout the year, but especially in the winter months.
Results: From 2004 until 2007, business increased by 6% during the off-peak months of June and September and again in December and March. The website played a big factor in that increase, as it now brings in 60% of the reservations.
Situation: During the design phase of the 320 Guest Ranch web site, we strongly suggested an organic and Pay-per-Click campaign. The click through budget was small. The initial request was to improve online visibility
through a pay-per-click program. Since the budget was not sufficient to make an impact with PPC, we began by reviewing all of the client’s resources, marketing tools and sales efforts. When SEO was evaluated, we found that the existing website was underperforming and needed significant attention. We recommended a more robust web site, including a full rewrite of content.
- Created a fun and user-friendly website with online bookings, collecting emails and contact information for online visitors. This site is optimized frequently with keywords, based on seasons and occupancy. The site comes up on page one in Google and other search engines regularly.
- To increase business during non-peak months, we developed a “Park Your Car, Ride A Horse” promotion to drive traffic to the new site. Reservations had to be made through the new site through a new landing page. We marketed this promotion on the web site, through PR efforts and e-marketing. Within 2 days, 7 reservations were made.
- To increase web usage statistics, we focused on generating more organic traffic. After performing significant research, we adjusted the content’s keyword density, as well as the title tags, alt tags, header tags and page descriptions.
Results: After 90 days, we saw a significant jump in the usage stats. Overall site presence was up, and organic search represented well over 30% of total traffic to the website, while PPC was close behind. Site visits had increased by 30%. Also, the bounce rate had a 5.42% decrease. Overall search engine traffic increased by 8.13% and was accountable for 58.20% of total traffic. Of that traffic, Google experienced an 8.80% increase in organic visits, which accounted for 53% of all traffic to the site.
To back up this hard data, the client noticed a dramatic increase in calls and leads coming from the web site.