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Challenge: An established site seeking to increase their visibility in the major search engines, while ensuring the correct demographic of people is able to find the site… that demographic being potential investors and clients.
A unique problem facing this client was that their domain had previously been associated with free downloadable software. Despite 5 years having passed since the domain changed hands, there were still numerous links and search engine listings promoting this free download.
These outdated links and search results were bringing visitors who left after only seconds on the site as they discovered this wasn’t what they were looking for. This inflated the analytics and led to a terrible search traffic bounce-rate.
So in addition to improving page titles and descriptions to include relevant keywords, we were faced with the challenge of removing as many outdated referring links and review articles as possible.
Actions: We researched and contacted numerous sites around the world that still carried links to the old software. We were very successful in having the most popular of those links removed.
We then analysed and made recommendations to the client to fine-tune the page tiles and front-page text to more accurately describe their service and industry, and to utilize more industry-specific keywords and phrases.
Through our proven search submission methodology, the updated pages were very quickly crawled and included in the major SE’s while outdated links dropped out of the listings.
Results: Only 3 months after beginning our optimization work, Microplanet realized a significant improvement in both the volume and quality of the traffic they were receiving. Early results and improvements include:
Total number of unique visitors from all sources increased 54%
The total number of visitors arriving from search engines rose 33%
This includes a 32% increase in Google, and 60% rise in Yahoo traffic
More important than the volume of traffic is the improvement in the quality of search engine referral traffic. This is measured by:
The average # of pages viewed per search visitor increased by 18%
The average time spent on the site increased by 49%
The bounce-rate for search traffic dropped by 26% to a rate of only 30%
Bounce-rate for MSN referrals has improved by 37% |
snaptech marketing group