Taking your products to the keyboard
When they hired us, the folks at SPOC knew they needed to raise awareness about their existence in their market space. They also wanted to promote and explain the benefits of their products and services.
Because SPOC was from its very beginnings a doggedly customer-centric company, this last initiative was especially important as the company wanted to show how its offerings could improve the profitability and efficiency of a potential client’s business. Then, too, the company wanted show how it’s variable frequency drives would positively impact—through, for instance, safety and ease of use—the well-being of those who interacted with those products.
Challenge:
Increase awareness of SPOC and its products.
Result:
Number 1 Ranking in Google paid media, as well as organically number one for keyword ranking.
The need to introduce SPOC was all the more critical in a market that had been oversaturated with big names and brands that provide those variable frequency drives, aka VFDs. So, to get the word out, we began a digital marketing campaign, involving the purchase of keywords and implementation of search engine optimization (SEO).
Doing our due diligence, we determined that 80% of the traffic for VFDs was on Google Search. It was there, then, that we made our play. And we decided to go big against the well-known names and the “legacy” products they marketed, purchasing keywords that people use when searching for information and products related to VFDs.
So that was the first step. The second involved SEO, the principles of which teach us that your website should reflect the same keywords that you’re purchasing and for which you’re trying to achieve a high rank.
#1 result in paid and organic searches for keywords like variable frequency drives and VFDs.
Done and done.
This combo of our Google search strategy and our SEO efforts on the SPOC website scored big: On Google, the world’s biggest search engine, SPOC, the tiny upstart with little prior name recognition, became the #1 result in paid and organic searches for keywords like variable frequency drives and VFDs. Also, traffic on the SPOC website increased by ??? percent, while sales during this period increased by ?? percent.
Research. Write. Rank. Repeat.
Ranking as one of the first returns in Google search is, of course, critical, as some 75% of people do not scroll past the first search page. Also important is the description of a product or service that’s in the meta description; that’s the text that appears just below the page link in a search engine result.
want your paid and organic keywords on the top page of google?
This description summarizes the content of the page that’s linked. While it’s not an official ranking factor in Google search results, it can be edited to encourage people to click through to the webpage.
There’s virtually endless data on how to write such a description. But let’s summarize here by noting that, while a good ranking for paid media or keywords puts you in the right spot to be seen, it’s the description that does the heavy lifting to convince the searcher to click on the link. Also, that description should connect with content that’s on the website to which you’re directing those doing the searching.
All that said, search isn’t a set-it-and-forget-it effort. It’s never static and requires constant monitoring and evolution. That’s for a multitude of reasons, the two main ones being that Google is constantly evolving its algorithms, and new market forces, products, and companies are themselves fluid.
That’s why we at FitzMartin stress the importance of 1) carefully composing the ENTIRE Google search result, 2) constantly monitoring the search and industry landscape, and 3) making any necessary changes. Throughout all of this, we work with our clients to understand their products. Also, we continuously survey customers to determine what benefits matter to them and research what keywords are hot in the moment.
All that is then rolled up to allow us to constantly evolve these types of campaigns, including the purchase of new keywords and tweaking of SEO efforts. It’s a nonstop process via which we keep all involved happy: The potential customer sees our client’s search and gets linked to a page that matches what they’re looking for, while our client gets, well, happy potential customers.
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