Business to Business Case Study

Situation

Blue Chip Building Maintenance is a leading provider of cleaning services throughout NYC and the surrounding areas. They provide high quality janitorial and office cleaning services for businesses of all sizes. Our client wanted to drive more qualitative traffic to their business-to-business website and increase their clientele.

Challenge

Our challenge was to increase placement and visibility of the client's website in major search engines and directories using proprietary SEO Marketing techniques and strategies. This included thoroughly redesigning their website and researching, executing and managing PPC advertising campaigns throughYahoo! Overture and Google AdWords.

Strategy

SEO techniques were applied in redesigning Blue Chip Cleaning's website to enhance their visibility to the major search engines. To improve the site's natural keyword rankings we added targeted keywords to enhance preexisting copy. Also, new copy was added by creating separate pages for various company services (such as "Office Cleaning," "Floor Waxing," etc.). meta data, including meta keywords and descriptions, were updated, as was page title information for the appropriate pages. Header tags were utilized on all pages. We created a Links Landing Page for the implementation of a link-building campaign. Converting top navigation and graphical text throughout the site into HTML, and creating an improved site-map made the website increasingly search-engine friendly. The final optimization technique was to provide the company address for legitimization and place the company phone number at the top of the Contact page.

In order to drive qualified traffic to Blue Chip Cleaning's website, highly searched keyword phrases were researched and 41 were selected. These target keywords were then implemented in Overture and Google AdWords Pay Per Click advertising campaigns.

Results

As this data demonstrates, there was a tremendous increase in traffic to the site in less than six month's time. Although it is true that some of it can be attributed to Pay Per Click traffic, with an increase on Yahoo! of 609% and an increase of 44% of Google Pay Per Click traffic, the largest gains are attributed to better natural keyword rankings. Speaking of which, the natural keyword rankings experienced a significant jump in the ratings from the initial visibility score of 6.6%. At the time of this writing (less than 6 months since initiating optimization) the 41 target keywords on four target search engines including: AltaVista, Google, MSN, and Yahoo, have a visibility score of 21%. In addition, there are presently 6 First Place Rankings and 25 Top-5 Rankings on the 41 target keywords that originally ranked at 4 and 13 respectively. Another noteworthy accomplishment is the website's advancement from an initial Google Page Rank of 2, to the current Page Rank of 4. Last but not least, since relaunching the redesigned site, it is averaging 2 leads/week. Before the website optimization, it was only drawing in an average of 1 lead/month. This successful campaign has had an excellent ROI since converting a single lead with a potential worth of several hundred dollars, will sufficiently allow the client to recoup the Pay Per Click and SEO fees they incurred.

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