Case Study Compiled 2012
City Ranked Media was tasked by a brand new local transmission shop to develop a strong internet marketing plan that involved building a website from the ground up, implementing a local search strategy, and most importantly, getting the phone to ring from well-qualified prospects searching for what the customer provided.
Internet Marketing Challenges for this project included:
- Customer’s business was not located in a high internet traffic city, but was located near a major metro area. The challenge was to get the customer to rank organically for the keywords important to their business in the metro area over 10 miles away.
- Customer’s business was brand new, as such the age of the URL and zero indexed information on the major search engines and local search sites was preventing them from appearing for any relevant search results.
- Customer’s business offered much more than transmission repair. As such, the customer wanted to appear for results such as timing belt replacement, scheduled automotive service, brake repair and more.
- Customer’s shop location was a perceived deterrent for many prospects due to its remote location from most of the metro area. As such, we needed to determine a way to sell the customer’s services first, then let the prospect make a decision based upon what our client had to offer vs. their physical location.
What’s it like, working with City Ranked?
First, City Ranked developed a starter website comprised of nine pages. This website was developed to achieve rankings for high-level keywords such as “transmission repair,” “clutch replacement” and “differential repair.”
Second, City Ranked built out profiles, and business listings on sites like Google Places, Yahoo Local, Bing, Yellowpages.com, Citysearch, Yellowbook and others. Particular attention was placed to make sure desired keywords, headings, services offered and cities serviced were the same for each profile. Coupon profiles were also created to entice prospects on services offered by the client. Coupons were and are currently used as a closing technique to secure service appointments with the prospects.
Research & Tracking
Third, exhaustive keyword research was completed to identify prospects’ searches that resulted in inquires for the business. This exercise was completed using website analytics and call analytics, paying particular attention to bounce rates, call duration/quality and form submissions.
Fourth, additional content was built out targeting new keyword strings identified through the keyword research. This is an ongoing exercise of adding 2-3 new pages of content per month, each time targeting a separate list of keywords and services. Along with ongoing SEO for these targeted keywords, a targeted and precise SEM Campaign was built and launched targeting these high conversion rate keywords. This campaign was built and operates at an extremely low cost per month, but with extremely high conversion rates between 30-60% monthly.
Since launch, this local transmission repair facility generates 88.5% of its traffic through SEO. The remaining traffic has been driven through high-quality pay per click traffic that converts between 30-60% monthly.
Our client’s web site ranks on major search engines, and has achieved first page placement for over 149 keyword strings.
This activity produces an average of 69 tracked calls per month, and 4 form submissions. This activity tracking does not account for calls generated off of local search from sources such as Google Places, Yahoo Local, Bing or other local search engines.
Update – 2013
It’s been almost 7 months since we compiled the above case study.
With ongoing SEO work, website development and a small increase in Google AdWords, this client is now tracking an average of 126 calls per month, and has received 18 form submissions. Their average cost per call is at $8.45.