We were talking with a small family business that manufactures, sells and leases machinery used on construction and industrial sites.
They compete with 2 well-resourced international companies which use Google search ads. I noticed that the competitors’ websites were not doing very well in free search – it was obvious that they hadn’t optimized their websites to be found in free search (SEO). Instead, they were relying on buying keywords – Google search ads.
We decided on a simple plan that would be quick to implement with a high potential return. Their website didn’t have many pages and had little content so we decided on a quick search engine optimization, starting with a few main elements. That night I undertook keyword research and wrote home page content.
It usually takes awhile for optimization to deliver more free search traffic but in this case there was little competition for the main keywords. Opportunity!
Even before we had completed the site optimization (tags etc), the new home page content was having an immediate impact – the phone started ringing, they received more inquiries than ever before.
For this client, keyword-based marketing was the best channel.