Setting the right expectations is key to a happy client. Good SEO practices usually do not yield to fast results, especially if you are targeting a long-term positive effect. It takes time, and obviously, hard work to get things cleaned up and done. Shaneali’s approach to taking things one at a time with spot on strategy makes him truly an expert with standards.
Shaneali Mawji previously worked as a SEO specialist for Thrive Agency, the fastest growing digital marketing agency in Texas. He now manages his own Digital Marketing Agency, SimplySearch Marketing, catering to the needs of local businesses and organizations. Shaneali specializes in the healthcare and fitness industries.
Orlando Health SEO and PPC overhaul.
WHAT YOU DID
Analyzed and rebuilt their PPC campaigns from the ground up to provide a competitive advantage over their Central Florida counterparts. This included breaking down every PPC campaign by service line, and then breaking those campaigns into ad groups that focus on specific services and treatments rather than general campaigns that have no real target. I introduced patient-centric landing pages designed from the ground up to provide patients with a clear conversion path on the website which resulted in an increase of 20% for appointment requests.
I identified several key issues with their existing SEO campaign and set up a structure of guidelines for their digital team to follow to improve the overall SEO of their websites. One major factor that was working against their websites was the on-site optimization which was almost non existent at the time I joined the organization. I worked on setting up boilerplate templates for title tags, meta descriptions, and content that allowed the teams to optimize all new pages moving forward. The next phase is to bring in the resources to work on the 10,000 pre-existing pages on the website. I also worked on setting up an internal link structure that was clearly defined based on improving the user experience rather than link stuffing.
AdWords keyword planner was used primarily for preliminary research. SEMrush & Ahrefs were used for in-depth keyword planning as well as competitor analysis. AWR is being used to track keyword ranks on a weekly basis to provide us with data needed for optimization. AdWords editor is used for bulk changes that need to be made on the accounts. We also use Siteimprove which provides us with much needed data for us to complete technical SEO tasks. GTmetrix and Google page-speed tool are used regularly to provide updates on the performance of the website and to highlight any problematic areas that need attention.
Time is our biggest enemy when working with an enterprise website. We simply don’t have the manpower to handle such large workloads and so to combat this, we worked on automating much of our reporting tasks and use Excel to provide us the ability to change multiple page titles without manually changing each page. We leverage a web development agency who work on updating the website so that we can make these changes live on the site without needing to conduct the changes ourselves.
So far, our PPC campaigns have been performing approximately 35% more efficiently with our overall spend reducing slightly, while clicks and conversions have increased drastically. In regards to SEO, it’s still too early to attribute any strong growth to the SEO campaign specifically, but we have seen an increase in visibility on search results by 15%. Organic traffic is up 60% over last year but we began our campaign in July 2017. We will know more when we enter Q3 this year.
If I had been part of this organization sooner, I would definitely recommend building a website with SEO in mind. Picking the right platform makes a huge difference when it comes to optimizing for SEO. A big eye opener for me was working on an enterprise website that had over 20,000 pages split between 5 websites (all running on the same CMS but difference domains). It’s very easy to be overwhelmed at first, but put pen to paper and hash out a plan of action. When it’s written down, you are able to tackle each item one at a time and within the next 12 months, you can expect to see real results.
Don’t expect to get it all in the first 12 months though! We are 9 months in and still have about 85% of the list remaining! The key is to not let that get you down. I see it as a huge positive that we still have so much left to do but are already seeing strong positive results. Make sure you set the right expectations of the key decision makers as well. If they expect fast results, you’ll have a lot of hurdles to jump through later on when they aren’t seeing the big increases they may have hoped for. Setting a realistic expectation and delivery date will make all the difference between a happy client, or one who has a bad taste in their mouths after being “let down.”