Harnessing the Power of Long-Tail Keywords

Objective:

Client specializes in financing commercial equipment for construction and transportation industries nationwide.

Goals included increasing website traffic from search engines, improving search engine ranks for relevant unbranded keywords, enhancing the website’s user experience, and achieving long-term success and growth through internet marketing campaigns.

Strategy:

Our website audit revealed an opportunity to capture additional traffic and leads through search engines for long-tail keywords, which are longer and highly specific search phrases users type into search engines. In addition to creating high quality content web pages focused on these keywords, we also updated existing pages with improved keyword focused content and meta-data.

Results:

Over the next year, the client’s website experienced continued growth for organic web search traffic for these interior services pages. This traffic continued to increase through the winter months, despite a historical trend of dropping off at that time due to the highly seasonal nature of their industry.

(Organic Traffic for Interior Service Pages – First 12 Months of SEO campaign)

Increases in Sessions and Users over this time period reflect the ranking improvements of preexisting web pages as well as new web pages being indexed and ranked in search engines. Additional metrics suggest that improvements made for the on-page content were effective in capturing relevant users who engaged better with the website by looking at more pages and spending more time browsing the website.

And Beyond…

Year 2 continued to see solid growth from our long-tail keyword focused pages in terms of both traffic and contact form leads, which we began tracking at the onset of our SEO campaign. More than half of all Organic traffic leads in this time period came from our long-tail keyword inspired pages. Continued expansion, refinement, and improvement of these pages in Year 2 led to an increase of 44 leads, more than doubling our first year efforts.

Continued evaluation and research of long-tail keywords in combination with a link-building campaign has successfully incorporated Organic Web Search as a key component into this client’s overall internet marketing strategy.