Client Background
This case study is about ourselves, EIC Agency. We serve businesses across the United States helping them with Web design, Marketing Automation, SEO, Content Production and Advertising.
The Problem:
Recently we launched our new website. Like many sites, when transferring the hosting and launching new pages the existing SEO on the site can oftentimes be damaged. Errors such as 404’s can occur causing issues as it relates to the entire site infrastructure. Applying white hat SEO tactics to solve these problems can greatly increase search engine results.
Pain Points
- Sitemap Errors
- 404 errors
- Drop in Google Search impressions
The Solution
We started by matching pages on the old site to pages on the new site with 404 redirects to ensure there were no errors in our sitemap.
Next we performed SEO keyword research using Spyfu to understand which search terms had existing traffic relevant to our content and a keyword difficulty score low enough to compete. Additionally we reviewed the SERPs (search engine results page) to make sure we had a real opportunity to rank on the first page over time. If we saw that publishers like Forbes, Hubspot, Adobe or other top publishers already owned the first 2 pages of results we found more niche keywords that weren’t yet saturated with large publishers.
Using the SEO plugin ‘Rank Math’ we began indexing new pages with specific focus keywords from our research that described the content that was present. These white hat SEO tactics are easy to apply with Rank Math’s guidance. Additionally we further optimized pages with proper URL slugs, keyword density, meta descriptions, and internal and external links.
Action Items
- Correct 404 errors
- Perform keyword research
- Index pages with focus keyword
- Properly optimize meta description
- Add internal and external links
- Optimize URL structure
The Results
After proper optimizations to sitemap and pages we saw an increase in search engine results impressions by 8x. The impressions increased from roughly 100 per day to over 1,200 per day.
Headline Results
- 8x increase in search impressions
- Increase in page rank for focus keyword terms
