Case Study - Concrete Company

Increased traffic and lead flow
by over 50% in six months.

The Challenge

This customer came to us after their website was negatively impacted by Google’s “Helpful Content” update, which saw their web traffic and leads drop by over 50% in a matter of weeks. The website had previously been ranking in the top 3 results for 175 keywords, but these had decreased by 40%.

Services

  • SEO Audit
  • SEO
  • Targeted Content creation

Results

  • Sitewide penalty was removed allowing new content to be indexed
  • Increased traffic and lead flow by over 50% in 6 months
  • Increased the number of top 3 keywords by 46%
  • Recovered 80% of their previous rankings
  • Achieved ROI in less than 9 months

The Challenge

This customer came to us after their website was negatively impacted by Google’s “Helpful Content” update, which saw their web traffic and leads drop by over 50% in a matter of weeks. The website had previously been ranking in the top 3 results for 175 keywords, but these had decreased by 40%.
They had also lost their #1 ranking for the highest-volume search term in their competitive space. We needed to regain their lost rankings and lead flow as quickly as possible inorder to keep their sales from suffering further and keep their crews working.

The Solution

First, we conducted an extensive SEO audit and determined that they were being hit with a site-wide penalty for low-quality content. Second, we used a combination of traditional SEO tactics and proprietary techniques to identify what content was contributing to the penalty and took corrective action sitewide.
Finally, as it was not likely that they would regain their previous ranking with these actions alone, we launched ongoing content campaigns focused on useful, high-quality, authoritative content targeting the most relevant high-volume search terms.

The Results

  • Sitewide penalty was removed allowing new content to be indexed
  • Increased traffic and lead flow by over 50% in 6 months
  • Increased the number of top 3 keywords by 46%
  • Recovered 80% of their previous rankings
  • Achieved ROI in less than 9 months

The Conclusion

Our collective experience and acumen for testing and data analysis allowed us to respond decisively to a complete seachange in Google’s search algorithm, which had devastated this customer’s business. Beginning with no clues or clarifying information, we were able to determine the specific changes that Google had put in place and retroactively solve for these. Doing so allowed this customer to survive the immediate impact, stabilize, and then thrive. We got them to the top results in their space and have kept them there. More than this, our collected data and applied learnings gave us a contemplative advantage in helping other affected companies overcome their own penalties, which both ensured their future content would perform and that their past content, with the substantial investment it took to create, would not be wasted and continue to provide meaningful contributions to their rankings, leads, and sales.

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