If you’re a small business and you think you cannot compete with the big corporations in SEO, think again!
The case study below is a project I did for a friend’s company which is a small and local business in a very competitive niche with national and multi-national players. This company is not local to me and I won’t say which market or markets they are in. This is at their request.
The traffic in the screen shot below might not be massive, but this company is up against a Google algorithm specific to high trust and authority (not E-A-T, E-A-T is a concept and not an algorithm with factors and signals).
Each conversion is worth $20,000 to $200,000 in revenue annually, and the users normally stay for multiple years. This makes it high value and really expensive to advertise for.
Needless to say all channels are saturated and there is big money involved making it really hard for small and local businesses to compete.
So how did we beat the big players?
- I scrapped the entire site
- We deleted more than 3,000 pages of copy
- The company used their resources like friends to build trust
- No backlinks were built, we did PR work
- Schema and site structure were added
- We kept each other accountable even when there was no time
So here’s the results YOY for 2019 and 2020. Remember, they are a local company in one or a couple markets and they are competing with the big players. There is also a limited amount of customers and users that exist in each market.
Please note that:
- Only the old lead form path is listed here for conversions.
- There are multiple new lead options based on the theme of the page the incoming traffic hits.
- The bounce rate started lowering later in the year when we upgraded the PHP and speed up the site.
- The pages per session lowering is a good thing. We added in lead forms and CTAs to the more important pages making it easier for leads to contact us. Less searching the site for contact information means easier conversions and more money, even if there are less pageviews.
Step 1 – Scrap the Entire Site
The very first thing I did was delete the entire site (after backing up all of the copy and pages of course). The old site was built with outdated code, it lacked structure and had no solid calls to action. Only a button that leads the visitor to a form and a phone number to call. It also featured giant rotating hero images. This was the first thing to go!
Pro-tip: Giant hero images on the homepage kill conversions and can be incredibly bad for SEO. If you have these on [Read more…] about SEO Case Study – Small Business Beats International Corporation