Content Overhaul for Local IT Company
01
Local businesses often depend on SEO in order to attract highly targeted traffic to their websites, as their goal is to draw in customers or clients from their local area. Relying on social media traffic can be risky, especially if their fan base is outside of their service area.
Here’s how we helped one IT firm generate more local, organic traffic and draw in new leads through search engine optimized blog content.
02
In 2018, The Web Edit began working with an internet technology (IT) firm in Vancouver, BC. This company was receiving 0 organic traffic and getting very few conversions on the social and direct traffic they had coming in.
Their goal was to increase their local presence and attract more clients through their website, while also improving their authority in their space.
PHASE 1
The Web Edit conducted an in-depth audit of existing site content (web pages and blog) to identify which content pieces did not have a clear keyword focus or were not effectively optimized for the focus keyword. The result was a list of articles and pages that needed to be pruned so we could create space for fully optimized content.
PHASE 2
This business had already attempted to target specific keywords on their site, to no avail. We pulled in these keywords, confirmed that they received ample search volume, and worked them into our new content strategy. We also conducted competitor analysis to identify new keyword opportunities and plan out our blog content.
PHASE 3
Budget constraints made going all-in on content creation difficult, initially, so we laid out a strategy to go after low volume, low competition keywords until we gained momentum. Then, we would scale up our efforts, funded by the new business coming in. Our strategy started with two articles per month at around 1250-1750 words per article.
PHASE 4
All articles were outfitted with optimized images, included focused calls-to-action, and were scheduled to be shared on social media. We cycled all published articles on Facebook, Twitter, and other social media platforms using an automated system. As a result, we not only increased organic traffic but social traffic as well.
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