A Remodeler Asked…

"A Remodeler Asked" is a section in most of our Marketing Matters issues. Because so many remodelers ask us about search engine optimization or SEO, in this issue we are presenting the first report in an ongoing case study about search engine optimization for remodelers. This addresses many questions remodelers have asked us about search engine optimization results. Rather than devote too many Marketing Matters issues to this case study, we give you the opportunity, below, to sign up to get future reports about the progress of this case study in separate communications.

Please remember this is a case study of one remodeler and may not be typical of the results you will get.

Search Engine Optimization (SEO) Case Study
for Remodeler "X" – Report 1

(See below if you want to follow this case study)

We started an SEO campaign for this client in January 2011. Here are some of the results after the first two months. SEO is a long term and ongoing marketing effort. You don't always see results quickly, but sometimes, as in this case, meaningful results can come faster than expected.

Background. We are optimizing 8 primary keyword phrases for this remodeler plus towns they work in and their company name. We are also tracking some keyword phrases that are used on their site that are similar to the primary keyword phrases (example: kitchen remodeler is the primary keyword but we are also using kitchen remodeling contractor, kitchen contractor and kitchen remodeling). In total, we are tracking a total of 189 keyword combinations. And, because we are checking the rankings on the three major search engines, we are doing so for a total of 567 rankings.

The client ranked higher than is typical at the start, because of some on-site SEO we did when the site first went up a few years ago. They were particularly high in the town where they were located but did not show up much in other towns they worked in. Also, for some words, they did not show up well in their own town.

Stats. Below are some charts that show changes from a ranking report done prior to launching our SEO program through one done about 2 months later.

*For the most part, keywords that did not move up or moved down were not the primary keywords and in most cases not the related keywords. They were keywords for which we did nothing relative to SEO, but only tracked as controls.

Back links. Of all the back links the company had to their website prior to our starting, only 54 were still active. Of 47 back links to their site we had submitted, so far 27 have showed up in our reports and more will show up over time. Some back link submissions take time to be approved, put in place and indexed. Some percentage of link submissions don't get accepted.

Results So Far:

• Web inquiries and phone calls to the client are up with noticeable increases in the calls from towns where, in the past, the company did not show up well in search engines.
• The quality of the calls are said by the client to be more qualified than in the past, on average.
• Website traffic is up 16% month to month (both months were affected by SEO efforts) and were also up this year to last year. Website traffic of the most recent 30 day period is up 147% compared to September 2010.
• Some keywords have reached page 1 of the search results in most all of the towns the client works. Some have reached page 1 on some towns but not others, but have improved their rankings nonetheless.
• Some of the keywords we optimized have moved up in the rankings, but still have not turned up on page 1 of the searches for all search engines (though some have). Efforts over the next month or two will be focused on getting to page 1 the more important words that are not yet on page 1 of search engines in most places the client works.

Summary and Comments:

For most of our clients' prospects, the use of online research by Americans for products and services is estimated to be between 80% and 85%, compared to 58% for Americans in general. Online research often includes the use of search engines with Google, Yahoo and Bing dominating the search market in the US. Social media sites are also starting to factor into homeowners finding remodelers online and also support SEO efforts.

Because of this and changes in the way SEO is done, we believe SEO is an affordable and cost-effective marketing option for more and more remodelers. In some areas, it is becoming a necessary part of a marketing program for remodelers who want to grow, or even survive. But SEO is not needed or appropriate for all remodelers or in all cases, despite what most SEO firms will tell you.

In the few weeks since the numbers above were collected and this article was prepared, the numbers for this remodeler have continued to improve. They now have 193 listings on page 1, position 1; 377 listings are on page 1; 443 are on page 1 or 2. In addition, 277 of their listings moved up while only 43 moved down, and 20 more entered the top 100 with none leaving.

We will provide another report on this case study in the coming months. Please follow the link below to get the additional reports.

Note: This is one case study and it may not reflect the type of results you would get under an SEO program.

Want to Follow This Case Study? If you would like to get updates about this case study, fill in the Remodeler SEO Case Study request form.

If you would like to learn more about SEO for remodelers, sign up for our upcoming free webinars on SEO for Remodelers.

Upcoming FREE Webinars*

From Search Engines to Sales: What Remodelers Need to Know about SEO*
Free* 60-minute Webinar presented by Continuum Marketing Group LLC

Date: Thursday, May 26, 2011 3:00 – 4:00pm EDT

From Search Engines to Sales: What Remodelers Need to Know about SEO*
Free* 60-minute Webinar presented by Continuum Marketing Group LLC and
Co-Sponsored by Remodelers Advantage Inc.

Date: Thursday June 16, 2011 2:00 – 3:00pm EDT

*Webinar attendance limited to owners, senior management, marketing staff of remodeling companies and members of the press. Register today to reserve your place. Space limited.

Comments & Questions
If you have questions or topics you would like us to address in future issues of Marketing Matters, please let us know. Send them to editor@continuum-mg.com.

Sincerely,


David Alpert
President, Continuum Marketing Group, LLC

©2011 Continuum Marketing Group LLC, All rights reserved
ASPIRE-CM is a registered trademark of Continuum Marketing Group LLC