Case Studies
Overview:
Garmo & Kiste, PLC Attorneys and Counselors at Law is a professional law firm located in Troy, Michigan. Garmo & Kiste was looking for an affordable SEO solution that would increase targeted traffic to their website. We began working with the Garmo & Kiste law firm in May, 2009.
Challenges:
Garmo & Kiste's original website was based on Flash Technology with very little content. And although "flash" makes for a nice looking website, it also makes it very difficult on search engines to properly crawl and index websites. This leads to inadequate indexing and ranking of keywords, resulting in low or even no SERP (Search Engine Result Pages). In addition, the website had only basic information about the law firm with no content for any targeted keywords. Content is what the Internet principle is based on, especially in the eyes of Google, which happens to be over 70% of the search market share. Having very little content, Garmo & Kiste website presence was almost non-existent.
Marketing Objectives:
Our objectives were clear from the onset. Because Garmo & Kiste had a very good physical proximity to a large population, we felt there was a lot of opportunity to increase exposure through website marketing and presence by applying a number of local Internet marketing principles. To make their website presence more effective, we suggested a total revamp of their website from the ground up which included a comprehensive SEO plan:
Therefore, the following steps were taken:
1. Redesign their website using a Content Management System (CMS) platform - either Wordpress or Joomla.
2. Keyword research based on location and services they provided.
3. Add significant content to the website based around the keywords and services they provided.
4. Create a comprehensive SEO plan that concentrated on good site structure (Meta tags, sitemaps, etc.), good content, and linking, with the ultimate objective to increase traffic from targeted prospective clients from organic search results.
Solution:
We designed an entirely new website for Garmo & Kiste using the Wordpress platform. Wordpress is an excellent CMS with superior site structure making it a more viable solution for search engine crawling and indexing. In addition, we mapped out a comprehensive plan to add content regularly related to the keywords and services they provided. The content was going to be key on getting more pages indexed and subsequently, more keywords and page rank.
Benefits to the Client:
Garmo & Kiste has experienced a gradual and steady increase in traffic which includes a very healthy trend line as noted below. Presently, Garmo & Kiste is receiving very targeted traffic totaling over 7,200 targeted site visitors since inception of the new site in June. Of the 7,200+ visitors, over 5,000 of them are from search engines, Google, Yahoo, Bing and others. In addition to the drastic increase in visitors, over 16,600 web pages were viewed by visitors during this period. That's results!
We were able to accomplish these very positives results from a combination of link building, wide spread content syndication and keyword research. In fact, Garmo & Kiste were able to not only rank #1 for major keywords organically, they also monopolize the top ranking in Google Maps.
Below, is a screen shot that shows the high rankings in both Google Maps and organic SERPs for the highly targeted keyword phrase "Troy Michigan Attorneys". By the way, check out the paid advertising on the right. Law firms are paying for the very same keyword Garmo & Kiste cornering the market on - Troy Michigan Attorneys. Note below, Garmo & Kiste are solidly ranked, taking up two spots on the page. That's circling the wagons!
Summary:
The traffic attained by a well structured website coupled with a comprehensive SEO plan has steadily increased traffic to Garmo & Kiste. And we are not done yet. We believe an effective SEO plan is one that continually evolves, one that is considered a continuous improvement aspect of the business.
Staying competitive on existing keywords as well as targeting new ones, requires an SEO component that constantly changes with the times.
In addition, if a website is properly optimized, results can be phenomenal. Changing from a flash-based website to one of content was the right move in this case and the results show it.
Stay tuned, we will follow up on this case study with a detailed look at the the keywords and visitor engagement for Garmo & Kiste.