Problem –Vice President of Sales Andrew Didier originally came to Odd Dog for a redesign of their website in the fall of 2012, a few months later he came back to discuss how we could improve their web marketing efforts.
We determined that a full-blown local SEO campaign was in order due to the overall lack of local web presence.
Before we began doing any work we had to collect all the information we needed about Pure Water Technology such as correct current address, any previous addresses, what keywords they think they should be ranking for, as well as general information that is included in creating online directories.
We set out to identify what keywords we would focus on and target for the duration of the campaign. Because of Pure Water Technology’s main services we decided to target “office coffee services seattle” and “office services seattle”. Both were new keywords that were currently not being targeted by their site.
After obtaining this situation we began (the very long) process of beginning to claim the core web directory listings such as Google+, Bing Local, Yahoo Local, etc. Because this step takes a while to run its course we got started as soon as we could. This process is really similar to how canines mark their territory (it can be just as messy too). We sniff out which directories the client hasn’t claimed yet, which ones contain incorrect information, and where we need to create listings.
In PWT’s case this consisted going out and claiming their Google +, Bing Local, and Yahoo Local pages and updating the incorrect information. After sorting those out we performed what we like to call a “Citation Blast” which submits the client to 50 relevant web directories. This increases the overall web presence as well as creates the client a consistent searchable entity for the business.
We took a look at the code behind Pure Water Technology’s website to see if everything was in place to compliment the rest of our local campaign. We optimized the image alt tags, title tags and meta descriptions on the site. This is key to any local SEO campaign because this helps create a searchable website.
For example we took a look at PWT’s Coffee Services page and decided instead of simply targeting “Coffee Services” like it had before, we wanted to specifically target a Seattle audience. Because that’s where all of their traffic was coming from and it’s where the business is located. Targeting the local audience you want to service in the title tag of a webpage is a best practice. So we changed that service page to “Coffee Services Seattle | Pure Water Technology”. This localizes the title tag as well as creates a consistency between tags throughout the site by adding the company name.
Making sure image alt tags and meta descriptions are present and relevant can also be quite effective. Especially making sure that the logo of your company is named something other than “Logo_1.jpg”. This is something that is far too common among local websites. Here are some of PWT’s images that are showing up in search results.
We saw tremendous improvement in Pure Water Technology’s organic and localized keyword rankings and search traffic. This is a graph that shows the distribution of keywords and rankings. You can see the improvement in number of keywords they rank for as well as the distribution of keywords in the top 5, top 10 and the rest.
Diving into Google Analytics we can see the improvement in visits, unique visitors and page views. This is comparing the traffic from April – July of 2013 compared to 2012.
Below is a search for “office coffee service seattle”. PWT’s ranking rose from number five in the local search rankings to number two in a little under three months.
Check out their site at pwtpugetsound.com and here are some images from the site: