|
Author: Halstatt Pires Article source: http://www.marketingtitan.com/. Used with author's permission.
Search engine optimization this and search engine optimization that. You read and hear about it all day, but what about your site? While there are plenty of articles providing useful information, this article shows you how a real world example met with success. The point of this article is to emphasize creativity when approaching tough optimization situations.
Problems for BusinessTaxRecovery.com
In November of 2004, our firm took on the seo marketing for BusinessTaxRecovery.com. The site was being promoted through offline activities and pay-per-click campaigns. No effort had been made to achieve high rankings in Google, Yahoo or MSN.
Keyword analysis revealed that combinations of the root keywords, "business" and "tax" were going to be difficult to attack. The primary problem concerned government agencies with web sites. The IRS site, for instance, had roughly 9,680 inbound links and an absolute ton of content. State agencies weren't far behind. The California tax agency site had roughly 7,000 inbound links and, again, tons of content.
For a final nail in the coffin, the client informed us the business was cyclical with the busiest months being January through April when people focused on taxes. The site absolutely had to rank highly during this period. We had two months to achieve results.
Gulp!
The Solution for BusinessTaxRecovery.com - 140,000 Hits
After staring at a Salvador Dali painting for a few hours, we came up with a solution. It involved a combination of internal site page focus, meta tag optimization, link exchange and massive article promotion. The results produced 145,828 hits from January through April, with only 5,000 coming from the pay-per-click program.
The first step was to change the focus of the site from the home page to the article page. Jumping the tax agency sites on keywords such as business tax and taxes was impossible in two months, so we didn't even try. Instead, we decided to focus on the keyword phrase "business tax articles" and bring people into the site through the article page. Meta tags were optimized and a link exchange program undertaken. The key to campaign, however, was a strong article promotion campaign.
Since taxes are confusing, it seemed obvious that an article campaign focusing on tax information would meet with success. Boy, did it. Approximately 35 articles were written, published and submitted to article directories. Since the articles were timely, they were snapped up and published. The articles produced direct traffic to the site as well as numerous inbound links because of the link created in the article byline.
As for the search engines, we focused on everything but Google. We expected nothing from Google because the major content and meta tag changes would take six to eight months to show results per the usual practices of Google. In reality, it didn't matter. The Yahoo and MSN search engines produced big time.
In mid-January, the site went to number 1 on MSN under "business tax articles." By the end of January, Yahoo was also listing it as number 1. MSN started listing it at number 1 for "tax articles" in February. The combination of these listings produced a significant amount of traffic, conversions and a very happy client.
Can we go on cruise control now? No! With the end of the tax season, the traffic to the articles page of the site has dropped by 75%. Nobody is looking for tax information after April 15th, so this is hardly surprising. The promotion of the article page was simply a short-term solution to a difficult situation. While it should produce traffic during the first quarter of each subsequent year, it is not a year-around solution.
Over the next six months, we will focus on the long-term goal of jumping over the tax agency sites for keywords such as "business taxes", etc. It is going to take a lot of patience, but will eventually produce a significant amount of business for the client.
Creativity is often the key to conquering seo situations. Blindly slapping up new meta tags and links isn't always the best answer. Sometimes, a little pre-emptive consideration can yield amazing results. It did in this case. Halstatt Pires is a search engine optimization specialist with http://www.marketingtitan.com - an Internet marketing and advertising company providing internet marketing services in San Diego, California.
Website Development: Become Your Own Expert Starting and maintaining a business is challenging enough without the additional financial burden of hiring a web site expert to put your vision on paper. If y...
Finding The Right Business For You: The Right Product Discover the key criteria to apply when searching for the business opportunity that's just right for you. Finding the right product is one of the key criteria.
Special Delivery! Tips for Improving Your Humor Public speaking is #1 on the list of fears. When you learn to use humor in the delivery of your message, it becomes more fun for you and your audience.
How to Create the Perfect Bedroom with NASCAR Bedding! Create a colorful and fun bedroom for your little NASCAR fan!
NASA and the Crisis Aboard MIR Some people say that we cannot put a colony on the Moon. Some say we do not have the technology to do this? Some people say it is too dangerous and it costs too...
Ebooks - the Easy Way To Get Published Now! Almost anyone in almost any part of the World can write and publish their own ebook in a few weeks. Should you try it and what do you need? Is it becoming harde...
7 Quick Hair Care Fixes Are you having a bad hair day, but short on time? Here's
some quick fixes to common hair problems.
Awaken The Genie Within When we learn to quiet our Gremlin and awaken the Genie within we
attract magic into our lives as easily as we breathe.
PR: Short Form for Managers Over the years, I have observed that too many business, non-profit and association managers pursue their goals and objectives largely without the insights, beha...
Crafty Country Decorating Style Ideas If you've ever seen Frank's decorations on TLC's Trading Spaces, then you know all about the country style of design. From stenciled drawings to wooden cows to ...
When Your Wee One Goes Wee Wee Well After reading several books about potty training (my son was a little tyke pre-Internet) and having little success, I found some helpful information tucked way ...
Online Casino Bonuses Explained Many casinos give away free cash bonuses when you sign up with them. These bonuses have conditions attached, however, and you must know how the bonuses work be...
Get Started Making Money With Your Internet Based Home Business Internet based home business is a great business to be in.
Everything Old Is New Again: Rebuilding Your Vision Glasses, contacts, or surgery. These are the usual choices offered to those of us with bad vision. Orlin Sorensen, though, needed an alternative. A commercial a...
Free Christian Dating Services On and Off-line While many dating services, both Christian and secular, have membership fees, there are many free Christian dating services currently available. If a person is...
How Many Sex Offenders Live On Your Block? For any parent, learning that a convicted sex offender lives on the same block, can be a chilling discovery. The thought of it alone, can be disturbing. Most...
Energy Aware and Waste Wise Authors of the book Trash Talk, share ways to save money
and reduce waste right in your own home.
Debt Reduction Solutions Finding solutions to reducing your debt takes some thinking and research on your part. You have some good choices available to you and we shall list these key d...
Weight Loss: Its Not Always What You Eat, But What You Dont Eat More often than not, losing weight isn't only about what you eat, just as importantly it's about what you don't eat on a regular basis.
What Do Your Site Statistics Mean, Anyway? What Do Your Site Statistics Mean, Anyway? The purpose of analyzing your web site statistics is to look for trends and to research the success level of your mar...
Your Voice is Your Instrument On an introductory call, your voice is your instrument. During a face-to-face meeting, you have visual cues and body language available to add layers of meaning...
Reading Labels How to read labels is the key to long term weight loss.
Using Bulbs in Your Landscaping Naturalized bulbs look beautiful in a wooded setting. You can plant them and leave them to multiply. After the bulbs bloom the foliage will die down, but you ca...
How to Use Color Psychology to Prepare Your Home for a Top-Dollar Sale (Part 1) You've decided to prepare your home for sale. Whether you sell by owner or hire a real estate agent, you want to get as much money as possible without spending ...
|