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Specialised SEO service delivers..
Paul Maietta at Fitzgerald Photo Imaging knew he had a good website but realised it wasn’t performing the way he wanted. With a goal to grow his business in a tough economy, he sought professional advice. What he got was much more than he originally expected.
“I have a significant investment in the website” Paul said, “but now I want to quantify it and see how it works for me.”
The Fitzgerald Photo Imaging website is attractive and feedback was positive, but there was no way to tell how many new customers it was generating. Paul assumed that Search Engine Optimisation (SEO) had been considered when the website was developed, but suspected his rankings on Google, Yahoo and MSN were low or non-existent. While Paul didn’t know a lot about how to change that, he knew that if his company wasn’t appearing on the first page of a search, he was missing valuable business opportunities.
Finding the right partner
About the time Paul realized he needed help, Ryan Briggs approached Fitzgerald Photo Imaging with a proposal to implement a SEO package over an 8-week period. Promising measurable results and regular progress reports, Paul felt he had found the right service. Before he could make a decision, he wanted to make sure that Ryan was the right person to deliver that service.
“I’ve dealt with too many people in the web industry that are happy to take your money then they just move on to the next person. ” says Paul “I prefer to have a working relationship with someone, an on-going relationship”.
Prepared to pay for a customised service, it was important to find someone that could dedicate themselves to his website. Paul was looking for a level of service and professionalism that would see the actual work performed with minimal disruption to him and his staff. He wanted someone that understood if he was going to achieve his growth objectives, he had to be capturing a broader clientele base. He needed someone accessible. Ryan met the requirements.
Developing a customised SEO solution
An initial consultation with Paul helped Ryan to understand the business objectives of Fitzgerald Photo Imaging. Ryan was then able to design an intuitive SEO plan that would produce business intelligence from the website that would assist in decision-making. The initial goals were simple:
- 300% increase in Google page 1 results
- 600% increase in Google, MSN and Yahoo results
- 30% increase in unique user traffic
The plan included comprehensive recommendations that formed the initial step in attaining the established goals. Possessing an in-depth knowledge of the complexities of SEO, Ryan provided
detailed information on:
- Changes needed to the website
- Key phrases that would help drive business to Fitzgerald Photo Imaging
- How to infiltrate the Fitzgerald Photo Imaging brand on the world-wide web
- Designs for an on-line ad creation campaign
Importantly, Ryan took a benchmark to ensure that results could be accurately measured throughout the service period. Paul’s suspicions about the effectiveness of his website were confirmed. Of the six key phrases that Paul considered important to his business, only four were getting any traffic. The rankings were abysmal.
Unexpected Results
Ryan was delivering much more than SEO tuning. He was providing consultancy that entailed multiple layers of service. The first progress report delivered three weeks into the exercise detailed more improvements. Paul started getting data on unique user traffic that he had not had before.
With hard data to prove results, Ryan developed a new set of recommendations to steer more business towards Fitzgerald Photo Imaging. Notably, he was able to tell Paul which parts of his website were generating low returns in user traffic. In a short time, the SEO was providing high quality data that could be used to operate the entire business.
Paul puts it this way, “It helps us gather data about what people are interested in. You get to know your potential customer population. If you know three areas we thought people would be interested in and one of them there’s no interest regardless of what we do, there’s no point in wasting money providing that particular product.”
Intuitive Decision Making
As the 8-week SEO project continued, so did the benefits. With each benchmark, Paul was able to determine how he wanted to tune his website. With each progress report, Ryan was able to provide more data that was relevant to the day-to-day operations of the business. Ryan and Paul were able to take an attractive website and turn it into a significant tool to deliver a continual source of business intelligence.
Paul began to consider how he could use the SEO to leverage future business. What started as a short-term project to improve the effectiveness of his website was turning into a long-range business practice that could assist him in modelling new marketing ideas.
“It’s quite interesting to experiment with a few other bits and pieces. A couple areas are really working and that’s paying dividends,” Paul states. “Maybe we’ll revisit an area that wasn’t successful and dedicate some time to see if we can drive that. Just because something didn’t work the first time, doesn’t mean it isn’t going to work.”
By the end of the project, Fitzgerald Photo Imaging realized an extensive improvement in the function of their website exceeding the goals defined for the exercise. Ryan Briggs had successfully delivered the benefits promised. By providing a controlled, measurable SEO with progress reports and recommendations at regular intervals, Ryan Briggs is a proven and worthy business partner in any economy.
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