I worked with a dosimetry company that was having trouble ranking in Google results. Even though it was in a very niche market with not a ton of competition, it just couldn’t get much traction in organic traffic. I came into the picture and immediately recognized the quick wins to help set the site up with good foundational SEO. Within the first month of working with them, we were already seeing a difference in organic traffic. By 3 months in, we saw triple the amount of traffic to their services pages.
What Strategies Were Used?
Home Page Metadata Optimization
Metadata refers to the content that Google usually pulls into the search result listing for the blue title link and the description you see before clicking through to a site. Google can pull this from many places on the site, but ultimately it pulls what it thinks provides a good result. A best practice is to make sure your meta title and description are written manually so you have more control over what that listing looks like and you can make sure Google has a good option to pull. By including more keywords that refer to your general business services, you’re able to rank for more of those kinds of terms. After I optimized this content, their home page listing in search results contained much more detailed information about the services they offered.
Unique Content on Industry Pages
The site had pages dedicated to each of the industries they focused on, but all the content on each page was the same. By optimizing the metadata and on-page copy for each of these industries, we were able to differentiate the pages and indicate to Google which terms each of these different pages should rank for. This helped the pages to start ranking for relevant industry terms.
Blog Content
We added a number of blog posts to help establish this company as an authority in the industry. The topics contained both general overarching explanations of their services, as well as answers to very specific questions. The blog posts were also optimized for important keywords and contained a strong internal linking strategy to help boost the informational signals to Google.
Fast Results in Traffic
During our 6 months of working together, we saw increases in organic traffic across the board, but most strongly in two areas: the services pages and the blog pages.
Their services pages saw an initial 54% traffic jump after the first few changes were made in the account, but maintained a 28% increase in traffic over the 6-month engagement.
Their blog pages saw a 65% increase in traffic over 6 months with continued growth trajectory.
If your site is struggling to serve in Google organic results, there could be some very simple areas of opportunity that make a big difference in your ability to rank. By ensuring you have your bases covered, you can start driving traffic while continuing to grow your website and your business. If you need help with a plan of action, reach out to see how we can help!