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CASE STUDIES
websites
Area of assistance: Search Engine Optimization
Website: www.dring.com
Background: Dring is a residential
and commercial heating and cooling service provider
for the Dallas/Ft. Worth metroplex. Previous versions
of their site had no search engine visibility. Client
depended primarily on billboard and some television
advertisements, as well as conventional peripherals
(business cards, paperwork, and vans) to display their
web address.
Analysis: Client’s previous site was made using frames, an outmoded form of web design that all but guarantees that search engine spiders will not index the site’s content. Additionally, the frames were pointing to vendor websites for much of the site’s content. No title tag optimization or keyphrase analysis had been attempted.
Strategy:The first step involved analyzing the client’s business and the popular search terms for its industry. Factoring in the client’s desires, five (5) keyphrases were chosen for which the content of the site would focus.
In order for those terms to be found, the new website
was of course designed without frames, but much work
had to be done to bring over vendor content to the
client’s site. Much of the content had to be re-written
not only to give primacy to the client over the vendor,
but also to insure that the established keyphrases
were effectively represented. In addition, the topics
discussed on each page of the site were optimized page
by page, making sure that search term variants were
employed (Dallas air
conditioners, air conditioning,
air conditioners, A/C, etc) in the copy and title tag.
Prior to launch, a baseline report for the chosen five keyphrases was created to establish the ground level on which rank improvement would be judged. In the case of this particular client, none of the five keyphrases showed up in any of the surveyed six top search engine websites.
Conclusion: Less than two months after launch of the new site, the client now enjoys the following ranks for its five keyphrases:
If you would like to know more about this solution
or the client for whom we provided it, please contact
us.
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