You read and hear about it all day, but what about your site? While there
are plenty of articles providing useful information, this article shows you
how a real world example met with success. The point of this article is to
emphasize creativity when approaching tough optimization situations.
In November of 2004, our firm took on the seo marketing for
BusinessTaxRecovery.com. The site was being promoted through offline
activities and pay-per-click campaigns. No effort had been made to achieve
high rankings in Google, Yahoo or MSN.
Keyword analysis revealed that combinations of the root keywords,
“business” and “tax” were going to be difficult to attack. The primary
problem concerned government agencies with web sites. The IRS site, for
instance, had roughly 9,680 inbound links and an absolute ton of content.
State agencies weren’t far behind. The California tax agency site had
roughly 7,000 inbound links and, again, tons of content.
For a final nail in the coffin, the client informed us the business was
cyclical with the busiest months being January through April when people
focused on taxes. The site absolutely had to rank highly during this period.
We had two months to achieve results.
After staring at a Salvador Dali painting for a few hours, we came up
with a solution. It involved a combination of internal site page focus, meta
tag optimization, link exchange and massive article promotion. The results
produced 145,828 hits from January through April, with only 5,000 coming
from the pay-per-click program.
The first step was to change the focus of the site from the home page to
the article page. Jumping the tax agency sites on keywords such as business
tax and taxes was impossible in two months, so we didn’t even try. Instead,
we decided to focus on the keyword phrase “business tax articles” and bring
people into the site through the article page. Meta tags were optimized and
a link exchange program undertaken. The key to campaign, however, was a
strong article promotion campaign.
Since taxes are confusing, it seemed obvious that an article campaign
focusing on tax information would meet with success. Boy, did it.
Approximately 35 articles were written, published and submitted to article
directories. Since the articles were timely, they were snapped up and
published. The articles produced direct traffic to the site as well as
numerous inbound links because of the link created in the article byline.
As for the search engines, we focused on everything but Google. We
expected nothing from Google because the major content and meta tag changes
would take six to eight months to show results per the usual practices of
Google. In reality, it didn’t matter. The Yahoo and MSN search engines
produced big time.
In mid-January, the site went to number 1 on MSN under “business tax
articles.” By the end of January, Yahoo was also listing it as number 1. MSN
started listing it at number 1 for “tax articles” in February. The
combination of these listings produced a significant amount of traffic,
conversions and a very happy client.
Can we go on cruise control now? No! With the end of the tax season, the
traffic to the articles page of the site has dropped by 75%. Nobody is
looking for tax information after April 15th, so this is hardly surprising.
The promotion of the article page was simply a short-term solution to a
difficult situation. While it should produce traffic during the first
quarter of each subsequent year, it is not a year-around solution.
Over the next six months, we will focus on the long-term goal of jumping
over the tax agency sites for keywords such as “business taxes”, etc. It is
going to take a lot of patience, but eventually will produce a significant
amount of business for the client.
Creativity is often the key to conquering SEO situations. Blindly
slapping up new meta tags and links isn’t always the best answer. Sometimes,
a more creative solution can yield amazing results. It did for this client.
Small busines website design.
Halstatt Pires is with Marketing Titan - an Internet marketing and
advertising company comprised of a search engine optimization specialist
providing meta tag optimization services and Internet marketing consultant
providing internet marketing solutions through integrated design and