Case Study Details
Branding Experts Extends Visibility via Organic Search
When we first met Allan Gorman we quickly realized that we were sitting with someone who "got it". Allan's message about branding and marketing was very inspirational to our company's CEO. Allan was aware that he website needs to rank higher in organic search results. So at our first meeting, Brian Pasch, CEO presented our approach and style. In the end, Allan decided to conduct a 10 hour test. We were confident that 10 hours of consulting would have a major impact on his search visibility.
The reason why we so confident was Allan's website had many positive characteristics including good traffic, pagerank and unique content. Allan is a prolific writer on brand marketing and his website had dozens of articles that give great advice. The key was to unlock the value of these articles by allowing people to locate them via search.
There we just two things hindering his visibility; text as images and no META tags that were meaningful. The hardest part of optimizing a website is creating good content. In this case, we just had to allow the word to see the content that was already there.
Google Ranking Results
Brandspa wanted to dominate local search as an initial step in their SEO strategy. Since their business model is very consultative, their first geographic region they wanted to attack via organic search was the New York and New Jersey market.
The following search engine rankings were measured from Google and were last taken on August 27, 2007.
The best possible organic listing in Google is the first page of search results, Listing 1. For this table, we will call this the "Top Position". We are only showing a few of the optimized search phrases due to space limitations and to keep our larger strategy confidential.
Local Search Results
National Search Results
After seeing the positive impact of our SEO consulting services, the client has contract us to start another project to further enhance his brand visibility. More results will be posted periodically throughout the year.
Project Summary
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Company Information
Allan Gorman is the CEO of Brandspa, a leader in brand development and brand revitalization. Allan's unique approach is geared towards increasing the value for all stakeholders in a company.
Initial Website Analysis
Brandspa had an attractive website with ample content and good Google pagerank scores. However, the site was missing key SEO basics so their content was not showing up on the first pages of search results from branding topics. In this case, we recommended a conservative budget and knew that a little would go a long way for this client.
Scope of Work
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With an initial budget of 10 hours, we we able to
update the site without changing its look and feel.
In 30 days we started to see amazing changes in
rankings and web traffic.
Our task was complicated a bit because many of the text pages were actually JPG files. So, we had to convert the images to text so that the content could be indexed. Visually, the pages looked the same but since they were convert to HTML, the content could finally help them get better rankings.
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Summary
Brandspa is a perfect example of how text formatted in image files or text in flash movies will not help with your Google rankings. Once the content was converted to HTML text, their placement jumped significantly.
Finding the "balance" between art and function is a common theme in companies we work with. We are advocates that a website should be attractive and visually interesting. However, if no one can find this artistically perfect website via search, was it worth the development cost?
Branding Ideas
If you are interested in taking your company to the next level or to revitalize your existing brand, pickup Allan Gorman's best seller. You can also visit Allan's website for additional materials and whitepapers on branding, advertising and marketing concepts that work. www.brandspa.net