Idecution’s SEM And SEO Services Save The Day!
Click To Tweet
Case Study: How a mix of local SEO (Search Engine Optimisation) services and SEM (Search Engine Marketing) strategy helped our coworking client stay afloat during the pandemic.
To give you a glimpse of how a mix of SEO and SEM works, let us take you on the journey with one of our clients.
Client:
Our client operates in the coworking space industry in one of India’s metro cities. Their target audience is located within 5-10 km of the coworking space premises.
How did it begin?
SEO
The initial 3-4 weeks were invested in planning and implementing the navigation and the content for their main website (multiple-page).Since the website was originally not created with SEO guidelines in mind, it had to be improved for both content and design. This work comes under on-page SEO.
After we finished with the on-page SEO, we looked at the keywords for which we were trying to optimise and took a look at where we were placed for those. Out of 40 targeted keywords, the website appeared on Google SERP for only 5, and that too on the 5th to 7th pages of the results.
According to multiple studies, when someone searches for a keyword on Google, 75% of all users do not scroll beyond the end of the first page. This leaves only 25% of all search traffic to the remaining pages of results.
This meant that we had a lot of work to do here.
SEM
We had a separate landing page for Google Ads, which we optimised for the keywords that we were targeting.
The reasons to keep the landing page different from the main website were:
- No distraction for the website visitors.
- Maintaining only the information which the user is looking for, thus encouraging them to take immediate action.
Challenges faced:
While we worked to improve the SERP ranking using SEO and SEM, the world was going through a full-blown pandemic. The first wave of COVID-19 in India had left several businesses handicapped with nationwide lockdowns being implemented.
Amidst the irregularity and suddenness of this all, there was a drastic change in the demand and hence the search terms.
The only way to overcome this problem was to adapt to the changing nature of the demand by adapting strategies frequently and efficiently to create a pipeline of quality leads.
What did we achieve?
With the right mix of SEO services and SEM strategy, we were able to create a well-rounded digital presence for the client. This helped their brand gain more visibility and credibility.
SEO:
Within the first four months, our client’s website showed up for 21 keywords on Google SERP, 17 of which appeared within the first 3 pages of the results. We also started receiving relevant leads organically through the website and Google My Business.
SEM:
Within the first month, we started receiving relevant leads and within 3 months we saw a reduction of 30% in cost per lead.
This is indeed a success story, but the real lesson from this is that SEO and SEM, in the right mix, can get you the desired results. More importantly, as circumstances change and your business needs evolve, this mix can and should be changed to meet (and exceed) your expectations.
At Idecution, adapting strategies and execution to changing business scenarios is what we do day in and day out. That’s exactly why success stories like these are a regular occurrence for us. If you are looking to build an effective digital presence for your business then schedule a call with our team.