I would like to talk about a case study for a large Limited company I worked on for over eight months in the Indian market. This client originally came to the company with the typical SEO On page and Linkbuilding problem.
Step One: Look for Big On-site Technical Wins
Many websites usually have some big on-site technical wins. Some examples of huge technical problems I have seen in the past and fixed are:
Someone had completed a site move in the last year and they did not 301 redirect the correct URLS; they have missed plenty of key URLS which are now 404 errors.
Someone has blocked specific sections of the site in robots.txt for no specific reason.
Someone has used the same rel=canonical to only one page across all the website pages.
Someone has built internal indexed pages as PPC landing pages and copied all the content.
Fixing things such as the above can have a really great impact on the website. I have come across these and many more over the years.
For our client: It was a case of reducing the 404 errors on the website, reducing the number of 302 redirects which were not passing correct link value and also monitoring other areas of the website to improve the speed of the sites content pages.
Step two –
Use Advanced Keywords Research and use your Paid Search Data to Implement an Effective Long Tail Strategy
Using your paid search data to its full extent is an area of SEO where many do not delve into. My advice is if you are not using your paid search data to assist your SEO campaigns you need to start now.
Some fantastic articles on how to use for paid search data for Keyword Research and analysis can be found here: https://moz.com/ugc/advanced-seo-keyword-research-tips-and-ideas-14216.
By using paid search data and advanced keyword research you are able to pin point areas where you have a competitive edge and where you can drive revenue to the business. It makes business sense that if you are not implementing these key areas then you are missing out!
Step Three: Implement a High-Quality Content Creation Strategy
So, Google has accepted the reconsideration request, you can now move forward with creating high-quality link building and a content creation strategy. I see every one creating threads about great content marketing examples, but the problem is that most of the time these are big business examples. SME’s and start-ups do not have big dollars to do such things, so the next best thing is to is to create a content market calendar for your clients.
Work out all the events coming up in the year and work out how you can align these with the business. As an example, here are seven content ideas to get you started:
category pages content
Valentine’s Day Content
Mother’s Day Content
Christmas in July Content
Talk like a Pirate day Content
Christmas Time Content.
Any significant birthday your company has, i.e 20 years in business.
Work out which content strategies your selected client can use and plot it all in Excel (example below):
My advice is to also get everyone involved in this process, even the receptionist. Great content ideas can come from anywhere in the business. Creative agencies will charge you $1000’s for a “brain storming” session, but you can do it for free with your immediate team.
For our client: We rolled out numerous new pieces of content onto their blog and news section; we aimed to make the content creative and funny. As the client was in the careers space we made use of “funny interview questions” and “technical interview questions” style articles. It was amazing that one of the articles even made it to the first page of Reddit. We also pushed out content which was related to various holidays in that year and also specific to the client’s industry and also current trends in the market.
Step Four: Implement a High-Quality Link Building Strategy
Tie in your link building strategy with your content marketing strategy. Work out how you will be building high-quality links via outreach and also by integration with your content strategy.
Make sure you always include related links in PR that you push out.
Make sure you always look for suppliers or affiliates of your business that you can reach out to for links.
Track your competitors using tools such as Open Site Explorer and Majestic SEO, listed above in this post. Work out how your competitors are getting links and create content assets that are the same as your competitors.
Go to local events or Meetup events and connect with bloggers in your industry. An example of an event I run to connect with bloggers and people in the online marketing word is: http://www.meetup.com/Online-Marketing-Sydney/. Make friends first and then try to gain guest posts later. I am not really a fan of websites which are flooded with guest posts one after another; it is the type of thing which Google is just waiting to target.
Look for high-quality directories which you can obtain decent links and traffic from. I would go for directories which ask for verification processes such as phone verification and not ones who allow you to add your site in seconds. The harder the site is to get a link on the higher quality the link will generally be.
Further ideas of higher quality link building can be viewed here: http://backlinks.com.au/10-surefire-link-building-tips-for-2013/
For our client: We only used a smaller quantity of very high-quality link building each month. So, for example we only built 40 of the best links each month to supplement the work we were doing on the content marketing front. We also invested heavily into tracking competitor backlink profiles, using Majestic SEO and Open Site Explorer. We worked out how the competitor’s acquired specific backlinks, then by using outreach and content creation we obtained these links.
Step Five: Monitor Everything and Continue Doing High-Quality Work!
Monitoring what is happening with your domains is crucial and you can do this using the following tools:
SEOmoz Campaign manager: http://www.seomoz.org/tools
Webmaster Tools Analysis: http://www.google.com/webmasters/tools/?hl=en
I would advise you to complete analysis on a daily basis if the site is large and if the site is smaller than check the metrics several days a week.
I would also advise to monitor your competition sign-up to their RSS feeds and stalk their social profiles; see what they are up to and see if you can generate further ideas from your competitors for work moving forward.
I would also advise to continue doing what works. If something you have rolled out generates great traffic and links bring out a new version of the content, for example the 2012 version worked effectively bring out the 2013 version of the content. Another effective strategy is to make the piece of content into an evergreen article which you add to over time so it is always up to date.
For our client: We monitored everything on a daily basis. If something came up, which needed to be fixed, we were quick to implement it with the development team at the business. We also rolled out numerous campaigns multiple times as they worked effectively the first time around in generating significant traffic so it was second nature to do the same thing twice.
Overall, these were Five of the key elements which assisted our client in reaching this growth in organic SEO traffic. I hope this guide/case study can assist webmaster’s who have been targeted by recent updates over the last 12 months. If you want to learn more about these tactics or have any questions feel free to contact me via twitter https://twitter.com/tripathiromil or leave a comment below!