SEO & SEM Case Study

Updated April 15, 2023

Coordinating Paid Search & Organic Visibility

Before working with us, this professional services client experienced sporadic returns from their paid search efforts and significant fluctuations in their visibility in organic search. After completing an audit, it was clear they engaged several Grey Hat agencies that didn’t follow Google best practices. As a result, their site was routinely penalized by algorithm changes such as Panda and Penguin which decimated their results in search.

SnapShot Before Our Work Together

• Poorly constructed HTML website riddled with Grey Hat tactics including duplicate and hidden content, hidden links, and outdated architecture
• Multiple microsites that created an inbound linking scheme that violated Google quality guidelines
• Average monthly traffic of 1064 unique visitors with a dismal bounce rate of 73%
• Contact form had 0% conversion rate
• Messy Google AdWords account structure with over 40,000 broad match keywords that wasted their ad budget
• Cost per conversion was higher than necessary at $434.58, often costing more to acquire a customer than revenue generated
• Average quality score was 4 which negatively affected impressions and increased overall costs

SEM & SEO Case Study Results

• Completed Keyword research for two primary revenue-generating services
• Increased website traffic by 65% by launching a redesigned WordPress website using 100 top-performing keywords to structure the site
• Reduced bounce rate by 74% by writing and optimizing all new copy with clear calls to action (CTA) including a new white paper
• Increased average visit duration by 66% by creating a content marketing publishing schedule using keyword research. Established optimization and styling standards that increased the number 5+ page views by 300%
• Interviewed and published high-profile client testimonials
• Reduced Cost Per Conversion by 70% by streamlining campaigns and focused on 475 performing keywords and increasing ad quality scores
• Increased impressions 568% (127,523 to 724,825) and decreased unqualified clicks and reduced bounce rate 65%, improving the account performance without increasing ad budget

A Certified Google Partner & UC Berkeley Extension Instructors

Most likely your business can’t afford to waste marketing dollars. By working with Spectrum, you benefit from working with a certified Google Partner and instructors at UC Berkeley Extension. What does that mean for you?

• Directly access a professional team that’s been tested on their AdWords knowledge and experience
• Partner with marketers who understand the entire online sales process  including Web design and SEO
• Ensure your account is actively managed for performance
• Receive guidance on implementing systems that track accurate results
• Enjoy the option of learning AdWords management including analytics reporting

photo credit top: Steve Slater
photo credit body: Images Money
photo credit – Bottom: Mint Social