Case Studies

The client contacted SEOP after acquiring a long-standing client of SEOP, All Covered. All Covered was a nationally IT Services provider that was acquired by Konica Minolta in 2011 and was a long-standing client of SEOP. Konica Minolta reviewed our performance records and acquired SEOP to facilitate the growth of their Copier and Large Format Printing divisions.

Konica Minolta had great brand awareness but lacked the non-branded market share exposure needed to grow their perspective divisions. An extensive client needs analysis had shown that there has been limited dedication by existing service provider s from a strategy standpoint. The research had shown that the web property lacked the proper call to action and user flow as well as a poorly conceived paid search strategy.

The action plan included various website adjustments from a design perspective by leveraging the Konica Minolta brand and improving the user experience with a more simplistic approach to creating higher consultation requests and increases to other actionable items. The paid search strategy expanded into new markets by introducing new networks in conjunction with a vastly expanded core search campaign and the incorporation of new display strategies.

The results of the combined new strategies resulted in visitor’s engagement session times dramatically increased from site times to pages viewed. The website changes in conjunction with new search strategies culminate d in the reduction of the average cost per conversion by 23% and increased consultation requests by 35%.

The client contacted SEOP after a disappointing experience with a previous service provider. The client is a software and technology provider based out Austin, TX. The company needed a provider to help grow new business within its core conversion matrix, as their previous provider was unable to achieve in the timelines expected by the client.

Upon the completion of our proprietary online forensic audit on the current paid advertising campaigns a plan of action was put in place that would achieve both core objectives that the client desired. The audit had shown core paid search architecture and analytical data needed to be addressed as the analytical data being provided was inaccurate and the adverting campaigns needed reconstruction to stop the inefficacies while allocating budgets in new directions to increase both lower cost per acquisitions and large scalability.

The action plan consisted of a dual prong approach to achieve maximum efficiency from a timeline perspective. The analytical goals were re-established and configured utilizing in­ house and client-side resources, resulting in accurate ROI reporting. New advertising directives were instituted with new online strategizes based on data that the analytical pieces were reporting. New campaigns were launched with best of bread architecture to ensure maximum performance.

The result of the swift execution of both core action items resulted in an increase all core matrix directives established with client. The cost per conversion was reduced over 150% and the quarterly budgets have been increased by 30% to keep pace with current growth projections.

Brake Performance is an online performance brake rotor and brake Accessories Company based solely online based in southern California. The client contacted SEOP in 2009 with the desire to increase the sales volume and grow the business according to the market share that was forecasted by internal management.

SEOP conducted forensic online analysis and confirmed the market share indeed was there and the client was positioned for positive growth above previously forecasted modeling. The analysis had shown that a multi-channel approach would be needed to achieve the client’s goals so a plan of action was put in place with extensive client participation.

The action plan incorporates a dynamic website enhancement project that insured a better user experience in conjunction with shopping cart optimization tactics. Upon the completion of our propriety, online forensic audit on the current paid advertising campaigns a plan of action was put in place that would achieve both core objectives that the client desired. The audit had shown core paid search architecture and analytical data needed to be addressed as the analytical data being provided was inaccurate and the adverting campaigns needed reconstruction to stop the inefficacies while allocating budgets in new directions to increase both lower cost per acquisitions and large scalability.

The action plan consisted of a dual prong approach to achieve maximum efficiency from a timeline perspective. The analytical goals were re-established and configured utilizing in­ house and client-side resources, resulting in accurate ROI reporting. New advertising directives were instituted with new online strategizes based on data that the analytical pieces were reporting. New campaigns were launched with best of bread architecture to ensure maximum performance.

The result of the swift execution of both core action items resulted in an increase all core matrix directives established with client. The cost per conversion was reduced over 150% and the quarterly budgets have been increased by 30% to keep pace with current growth projections.

The client contacted SEOP after having a bad experience with past service provider from both a revenue and transparency perspective. The client had no idea of the day to day operations associated with the SEM Strategy and campaign methodology. The client is a Chia Seed E-commerce web property based out of Rancho Santa Margarita, Ca. that provides a wide verity of Chia Seed based products to the health-conscious consumer.

Upon meeting with the client it became obvious that a more transparent approach was warranted due to the historical experiences so a Web X calendared appointment was established as well at the forefront so client-side participation was seamless and production began with that in mind.

The action plan consisted of many fronts, first and foremost was leveraging the existing data in the SEM campaigns in conjunction with new strategies based on organic and a healthy lifestyle. The campaigns were revamped and launched within days after taking ownership of the project. While the campaigns were under construction there were many visual updates made to the site globally as well as the shopping cart needed addressed. The shopping cart was a one-step process with no express check out and the data at hand was lacking due to the current cart solution so a new cart solution was adapted that included a 3 step process that included the express option as data shows that over 75% of buyers pick this method. The contextual networks were leveraged utilizing current assets across multiple network s to health-conscious consumers. The international market was non-existent so a dedicated strategy was placed in queue for asset creation and a launch date was established.

The result of the action items increased daily transaction by 370% in the US market alone, the international market now makes up 17% of total sales. The cost per sold item was r educed by 24% while the average order value increased by 37% globally. The Web X continues to this day on a monthly basis.

The client contacted SEOP after the current service provider lacked the SEM strategy that the client desired. The client is a hair care company based in Los Angeles, CA. The company needed a provider to help grow new business while creating a brand awareness in new markets. as their previous provider was unable to create an out-of-the-box approach that had the campaign stagnated.

Upon meeting with the client and the discussion topics were based to the historical benchmarks as well as the short term/long term goals then SEOP went to work on the strategy that would include brand growth as we all maintaining current customer base while breaching new market share that the client needed for growth.

The action plan consisted of brand protection as well as brand management with the involvement of high-level agency representatives with all major engines trademark violators were immediately notified that no longer would certain terms be available on search. New creative initiatives help launched a remarketing campaign ahead of timelines to remarket specific messages to non-buyer and creating continuation sells through sophisticated retargeting methods to current members. The action plan also consisted of leveraging existing media assets to be utilized in rich media networks. The search hand was lacking due to the current cart solution so a new cart solution was adapted that attract new members involved in other hair loss related programs.

The result of the swift execution of brand trademark violators in conjunction of new media assets leverage s  in the rich media and re-targeting arenas increased brand sales  70% within 45 days and the new client acquisition campaign back by sophisticated software and competitive analysis increased new client acquisitions 220% upon launch.  The client’s goals for overall growth were increased 300% of full strategy saturation.

TVG.com, the official TV and Interactive Wagering partner of the National Thoroughbred Racing Association (NTRA) and a subsidiary of Gemstar-TV Guide International, Inc. (NASDAQ: GMST), is the most widely distributed horseracing network in the world. TVG viewers in certain areas can wager interactively on races via telephone, the Internet, TVG Mobile or Interactive Television by establishing a wagering account online at www.TVG.com or by telephone at 1-888-PLAY-TVG.

TVG approached SEOP to assist with increasing their low traffic numbers and online branding. They had no significant rankings for their top 20 keywords. They were concerned about their top competitor YouBet.com taking away more of their market share. Given their vertical, PPC advertising was prohibited, so a strong SEO campaign was critical to their success.

SEO – Initial coding adjustments for deeper site indexing, site optimization, deep linking, and on page/off page content creation.

Through the development and utilization of the above strategy and additional items, the following goals were met:

SEOP achieved first page rankings (Google) for 75% of TVG’s top 20 keywords.

This resulted in a 31% increase in yearly traffic over the last year of the SEO campaign.

For over 45 years, Shoe Mart has been a family-owned and operated business dedicated to customer satisfaction and personalized service. TheShoeMart.com sells the largest selection of the most popular shoe brands in the world for men, women, and kids. At this store, buyers can find shoes of the highest quality. There is a vast selection available, with over 30,000 pairs of shoes ranging from size 5 to 20, and widths going up to EEEEEE. This makes it easy for the site’s full-service professional staff to give you that perfect fit. Orders can be placed online or by phone at (800) 850-7463.

The Shoe Mart approached SEOP for assistance in increasing their organic rankings for major brand name shoes. One of the main issues with the site was an abundance of long dynamic URLs for all their main brand pages, which were not search engine friendly. They also had only minimal rankings for shoe brand keywords and no organic presence for gender-specific shoe keywords. In order to improve on these, an in-depth URL rewrite strategy and strong SEO campaign were crucial.

SEOP strategized a URL rewrite formula and theme to help the site grow organic rankings beyond just the brand names. The strategy was to create a foundation for them to be able to rank highly for all major shoe keywords for men, women, kids, brands, and styles.

SEOP was able to improve organic rankings on major shoe brands within the 1st month of completing the URL rewrites and implementing the SEO strategy.

After only a couple of months, SEOP was also able to make significant gains on very competitive gender-specific keywords.

Thus far, this has resulted in a 46% increase in organic traffic.

38% increase in page views.

42% decrease in their bounce rate.

Swiss America is one of the nation’s largest precious metal brokers. The founder, Craig Smith, a celebrated expert on numismatics, is featured on prestigious shows such as CNBC’s Squawk Box and Fox News Money.

Swiss America approached SEOP while they had an in-house managed PPC campaign that was resulting in a high CPA. The Client wanted to increase sales and have a better control over their PPC cost.

Utilization of Google Adwords, Yahoo! Paid Search, and Bing PPC

The campaign used tightly themed keywords, ad text, and landing pages that target The Client‘s key services

Refined keyword list by eliminating non-conversion keywords

Focused on the trends, seasonality of the product, and economic conditions to evaluate and continually optimize campaigns for best performance and reduce cost-per-acquisitions.

Through the development and utilization of the above strategy and additional items, the following goals were met:

SEOP lowered Swiss America’s cost per acquisition from $60 to $20.

The company began an SEO campaign in conjunction with the PPC campaign. The SEO campaign has resulted in a 167% increase in monthly unique organic traffic.

Founded in 2001, Free Conferencing Corporation of America is the industry pioneer and leading provider of collaborative communications solutions serving small to large-sized businesses, communities, and organizations. Free Conferencing Corporation’s pioneering all-digital network is built on proprietary media servers. Unlike other VoIP-based services, Free Conferencing Corporation uses the PSTN (public switched telephone network) to deliver unparalleled, high-quality audio conferencing services at the best pricing models available.

Freeconferencecall.com approached SEOP because their top competitor (freeconference. com) was becoming the 800lb gorilla in their marketplace. They hit a wall and were unable to achieve top rankings on “Conference Call” and their main derivatives. Many of the site’s pages were not being indexed by the search engines and were appearing to have less relevant content than www.freeconference.com. The PPC campaign was mismanaged, miscommunication and reporting were lacking. The result was confusion and a high Cost Per Acquisition. The Client wanted to rank on the first page of search results for these fiercely competitive keywords:

“conference call” (74M+Results on Google), “free conference call” (65M+Results on Google) “call conferencing” (5M+Results on Google).

SEO Solution – Initial benchmarking of the site and deep competitive analysis of rankings and algorithm variables.

Initial coding adjustments for deeper site indexing, creation of LSI (latent semantic indexing) relevant page content, site optimization, deep linking, and off page content creation (press release and article syndication).

PPC Solution – Reorganized the campaign, identified negative keywords, and set up weekly calls to go through reporting and analytics. The result was a 50% increase in signups (sales) and a decrease in CPA of over 20%.

Currently ranked for “Conference Call” on Google for #1 or #2, and also page one rankings for 11 of the derivative phrases (e.g. conference calling, call conferencing, conference calls).

Unique organic traffic has increased 150% over the calendar year according to site analytics and they have closed the gap with freeconference.com). n 50% increase in signups (sales).

Decrease in paid search CPA of over 20%.

Because The Client was happy with The Result, they turned over 2 additional websites to perform SEO campaign for.

STORIS Management Systems is the leader in retail software and solutions for the retail industry. Over 350 leading Big Ticket retailers rely on their management systems to integrate operations, streamline processes, and outperform the competition. Within the past twenty years, STORIS has grown significantly to over 100 employees, with corporate headquarters in Mt. Arlington, NJ, and an R&D office in Deerfield Beach, FL.

When STORIS first came to SEOP they did not have a strong web presence in the natural search results for many targeted and general keywords as they would have liked—they wanted to achieve top rankings in major search engines and boost visibility with the end result being increased profits and an increased share of the online market for qualified traffic. Due to the highly competitive nature of their industry and a small marketing department, STORIS knew that they needed the expertise of a reputable SEO company such as SEOP to help achieve those goals and maintain that success over the years.

SEOP performed an initial technical analysis and recommended extensive onsite changes necessary to make the website more SEO friendly. Some of these recommendations included the integration of custom-themed 404 error pages, improved content (rewritten to theme the site around the suggested keywords, and optimized for ease of use for both Users and spiders), optimization of page metadata and tags, removing non-SEO friendly content, CSS and JavaScript externalizations, code optimization, URL restructuring/renaming and other SEO best practices.

Employed an aggressive link building strategy based on keywords for targeting STORIS’ unique niche markets and customers, including a whole range of content-rich, natural looking links that Google and the other algorithms crave. Implemented short-term and long-term industry “white hat” practices and proprietary strategies designed to net an increase in front page rankings, boost traffic, and increase conversions, with the added economic benefit of reducing expensive PPC dependency.

Major Increase in Visibility & Traffic as measured by new keyword positions and improvement of existing positions, in addition to many long-tail phrases which are a result of overall site optimization

14 Keywords on 1st Page of Google, meaning a front-page presence of more than 70,000 qualified searches a month

Reduced PPC cost, $100K+ projected PPC savings/year- as measured vs. similar positioning for PPC

All Covered is the nation’s leading provider of computer network services and technology solutions for small businesses—delivering cost-effective IT services such as IT Security, VOIP, Mobile Technologies, IT Consulting and more.

Allcovered.com sought SEOP’s help in improving rankings on the more competitive keywords terms and geo-target specific cities for “IT support” and “IT services”. These keywords have over 500 million search results each. When they came to SEOP, The Client ranked at position #44 for “IT support” and at #37 for “IT services.”

Increase overall keyword rankings through the implementation of keyword specific mapping of pages on the website.

Through the development and utilization of the above strategy and additional items, the following goals were met:

Started with SEOP at position 44 for “IT support’ now is page 1, position 1 out of 1.3 billion results.

“IT services” started at position 37, currently #3 out of 523 million results

All Covered is also on page one in all of their major cities geo-targeting the term “it support”.

Started the campaign on Oct 08 with around 7k unique visitors and as of last month is up to 11k unique visitors.

“IT services” started at position 37, currently #3 out of 523 million results

Cosmeticinstitute.org is the main website for the Institute of Cosmetic and Reconstructive Surgery (ICRS). At the Institute of Cosmetic and Reconstructive Surgery, they believe that it is natural for you to want to look your best and feel good about yourself. By enhancing what nature has given you, you can feel better about the way you look; and feeling better means achieving the life you have always known was possible.

ICRS was experiencing slow business and was not seeing rankings increase on main keywords. They had worked with a previous SEO company and were not happy with the results, leading to them seeking a new company to help grow the business. They had very specific goals in line and wanted to grow the business as a whole—“SEOP helped us with our ranking with Google. They had created the implements that were needed to help us be at the top of the list. Advised us what we were doing right and what we needed to do. Being that there is so much competition within this area alone we definitely had a lot on our plate. SEOP was able to establish a list of top ranking keywords for us. With competitors surrounding us from all directions; we needed our ranking to be at the top of the list.”

SEOP wanted to help grow The Client’s business by focusing on what was truly needed. SEOP provided a game plan to ICRS to help increase their overall rankings and provide the best ROI possible.

Increase overall keyword rankings through the implementation of keyword specific mapping of pages on the website

Updating the website template by removing items like internal scrollbars

Utilization of call tracking through specific phone numbers for specific campaigns

Creation of a Blog; Creation of Social Media platforms, like YouTube, Facebook, and Twitter

Introduction of a short form for quick contact

Utilization of Google Adwords PPC

Increased rankings on geo-targeted keywords, such as “Orange County Breast Augmentation”

Total Increase by 200% of the number of keywords ranking on pages 1 and 2 in Google.

Viral video creation that produced thousands of hits

New website design to help increase conversion

Total number of links pointing to site increased by 500%

Founded in 1984, Center for Car Donations is a vehicle donation processing center that is committed to helping charities nationwide with accepting vehicle donations and providing non-profits with the highest possible returns for such programs. The company will handle everything from start to finish, providing a level of service unmatched in the car donation business.

The Client came to SEOP with only one thing to accomplish: “I need to be on page one on search engines for organic search because the competition is so fierce.” The Client did not have a strong web presence as compared to their competitors. They ranked at page 3 to 4 pages or worse for many targeted keywords. The Client wanted to focus on geo-targeting for important keywords.

Perform a thorough website analysis and recommended key changes to enhance SEO friendliness, including optimized onsite content, URL analysis, meta titles, meta tags, anchor link analysis, code cleanup and optimization, redirects, sitemaps, integrated 404 error pages, a 301 redirect and more

Produce optimized onsite content to support the website and blog

Focused on link building strategies to target a nationwide niche market of charity organizations, including the whole range of content-rich, natural looking links that are craved by Google’s algorithm.

Proactively created rich offsite content to drive brand, visibility, boost traffic and build authority.

52 short and long-tail targeted keywords on the 1st Page of Google – these are some of the most expensive PPC buys on the market, meaning that similar positioning through PPC would cost between $3,000 and $4600 a day. Reduced PPC cost, $100K+ projected PPC savings/year.

Established in 2000, Hike Bike Kayak Sports, Inc. is the first and largest multi-sport company in La Jolla offering Adventure and Eco tours throughout San Diego and has a website dedicated to individuals, tourists and families seeking fun beyond laying in the sun. They offer an impressive Sea Caves Tour, Whale Watching tours, kayaks for fishing, and more!

Like many, The Client was struggling during the economic downturn and came to SEOP to focus their marketing towards their main service, kayaking. With strong competition in a fairly small market, HBK needed to reduce spending and reliance on pay per click and implement a strategy that will provide increased page rankings for targeted keywords, boost traffic, drive conversions and ultimately increased revenue. HBK needed to be on the 1st page of major search results and stay ahead of the competition.

The Client has a great reputation as the “go to” place for adventure tours and kayaking, but SEOP’s plan was to drive that reputation across the web by increasing their web presence, drive top rankings for targeted keywords, and deliver profitability through higher traffic gains and conversions by implementing these strategies:

Performed technical website analysis to recommend specific changes to be an SEO friendly website by improving onsite content, analyze URLs, website usability and conversion consultation, meta tags and titles, and some proprietary SEO “white hat” practices.

Implement an aggressive link building strategy that focuses on developing inbound links to reach ideal consumers, including a whole range of rich offsite content to increase inbound links, driving visibility and authority by Google. n Produce offsite content to inform Users and spiders about the site.

Through the development and utilization of the above strategy and additional items, the following goals were met:

144+ Keywords in 1st page of Google – these are broad keywords such as “fishing rentals” that attract millions of eyeballs every single month

Increase in Visibility and Traffic in spite of a very small marketing budget, optimized for ROI with limited resources- 144 words on the front page of Google add up to more than 100,000 unique searches per month. PPC cost for that same traffic would be in the tens of thousands of dollars.

Increased visibility in local and geo-targeted searches – most of The Clients’ business is local, and it was a priority to come up highly in search results for local residents looking for outings. Client enjoys front page listings for organic search AND Google local, attracting a lot of local business.

– See more at: http://www.seop.com/seo/case-studies/#aztec-containers

Established in 1969, Aztec Containers is Southern California’s leading rental and sales company, specializing in large high-quality 14-gauge steel stationary containers, portable containers, and temporary offices.

Aztec Container came to SEOP seeking higher rankings for their targeted keyword phrases. They wanted to increase their authority and visibility with search engines, and become recognized as the worldwide leader in the container industry. They wanted to see an increase in qualified traffic to their site, and thereby increase the number of page impressions. This was expected to lead to a higher percentage of conversions and therefore, greater profits. The site needed to be properly themed and optimized for shipping container related keywords, and content to support said keywords was also required.

At the inception of the campaign, Aztec Container’s key indicator keyword phrases were at an average ranking of 12th, which is outside of Google’s front page results. Today, the average position of those same keywords is 5.5, indicating a substantial success with getting key phrases into key positions.

Currently, Azteccontainer.com has front page rankings on Google for over 50 keyword phrases. This represents over a half million searches a month for the targeted keyword phrases, where the website comes up in the top 10 results- the front page- of Google. Similar positioning through PPC click buys would cost The Client between $240 and $410 per day (between $7200 and $12,300 a month).

In addition, Aztec Container enjoys front page rankings for very competitive keyword phrases for 32 keyword phrases in Yahoo! and 44 phrases in Bing.

Properly redirect the site to the canonical domain so that both WWW and non-WWW versions of the site are seen as one by the spiders, increasing authority.

Updated key documents such as the robots file and XML sitemap to be properly formatted for ease of use, allowing the machines to crawl the site more quickly and index pages more effectively.

Produced original, keyword-laden and SEO optimized on-site content to differentiate pages, as all of the pages were effectively the same or 90% similar, at the beginning of the campaign.

Produced original, keyword-laden and SEO optimized off-site content to better represent the company on the Internet and procure quality, authoritative, relevant backlinks.

Installed a blog to the site to continue to expand the amount of relevant content- also produced keyword-rich and SEO optimized content for the said blog

Differentiated metadata on a per-page basis to maximize the number of keywords targeted.

Site-wide image optimization for SEO purposes.

Submission to multiple authoritative directories leading to increased visibility to the site, and increased authority due to highly targeted relevant backlinks.

Installed a custom 404 error page to keep visitors on the site in case of a mistyped URL.

Cleaned up the code to remove comments and white space, externalized JavaScript and performed other code optimization to allow for maximum crawl speed and subsequent spider authority.