Search engine optimization this and search engine optimization that. 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.
Problems for BusinessTaxRecovery.com
In November of 2004, our firm took on 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 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 coffin, client informed us business was cyclical with 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.
The Solution for BusinessTaxRecovery.com – 140,000 Hits
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 pay-per-click program.
The first step was to change focus of site from home page to article page. Jumping 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 keyword phrase “business tax articles” and bring people into site through article page. Meta tags were optimized and a link exchange program undertaken. The key to campaign, however, was a strong article promotion campaign.