The organic search campaign that multiplied site traffic 100 times in three months

Why they called us (The challenge)

• HORNE had the basics down: a solid Web site for business development and recruiting and a sound traditional marketing strategy, all developed by GodwinGroup.
• However, larger national competitors such as BKD, KPMG and Deloitte dominated online market share.
• To compete for online market share against these larger competitors in Southeastern markets, HORNE needed to grow their digital efforts beyond the basics. That’s why they called WebMetro/Godwin.

What we did, Part I (The big picture)

• We researched the industry’s online traffic and search volume to identify the best opportunities for market share growth.
• WebMetro/Godwin took steps to enhance HORNE’s online brand identity, create a more powerful Web presence and manage HORNE’s online reputation.

What we did, Part II (Strategic details)

• WebMetro/Godwin sculpted HORNE’s online brand identity around the specific accounting disciplines HORNE wanted to own in Southeastern markets.
• With those disciplines in mind, we optimized HORNE’s web site for effective keywords, as well as all links to and from the site, for a better ranking in organic search results.
• In addition, we applied SEO writing techniques to press releases prior to posting online to maximize readership and help raise brand awareness.

How it worked (The results)

• Organic search traffic multiplied over 100 times in three months.
• Visits from undecided shoppers—the traffic with the most potential to grow market share—jumped 90 times in three months.
• Achieved higher search ranking for chosen keywords in top three search engines.
• Brand awareness grew through press release readership.
  • One release reached 636 people nationwide in six days.

In conclusion (What we learned)

When you start with a solid foundation—a strong Web presence supported by consistent traditional marketing—a concentrated search marketing strategy could multiply your site traffic many times over, helping you grow online market share.

And it all could happen faster than you think.

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