Improved Search Rankings

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Our client is a Colorado Springs auto maintenance and repair business with several local shops.

Our client achieved a no. 1 spot in Google search for the keyword “auto repair colorado springs.”
 

Challenge

The company was spending its marketing budget on Yellow Pages ads and online marketing campaigns that were not providing the desired results. The company was not ranking well in searches; it wanted to upgrade its online marketing in order to generate new customers and to improve search rankings. Its goal was to dominate local search for auto repair.

Solution

We recommended that the company reallocate its online marketing dollars from underperforming advertising activities. We performed keyword research to support limited paid search campaigns and plan for organic search efforts. Since the company did not have a program in place to track referrals, we helped set specific, measurable goals for its online marketing efforts.

We optimized the company’s home page for the top handful of local keyword phrases and created and individually optimized website pages for particular vehicle brands and makes. We also optimized other key pages for selected keywords and created new landing pages for services such as transmission repair and free towing. In addition, we performed the following activities:

  • Continued keyword research and development
  • Created and split-tested PPC ads on Google and Bing
  • Performed web statistics analysis and adjusted strategy accordingly
  • Audited and updated Google Local listings, and added new listings
  • Made improvements to the site such as optimizing page titles, improving calls to action, highlighting key sales messages and adding social sharing buttons
  • Built backlinks to the website
  • Repaired and corrected directory listings and submitted the site to additional directories

We also monitored online mentions about the company through NSI Partners’ proprietary ReputationConnect™ solution. This became a crucial aspect of our work for the company after it experienced a negative report in the local media. Since almost 75% of consumers conduct online research before making purchase decisions, we were concerned not only about the report but about any negative online reviews.

We developed a crisis management plan for the company, the key to which was to bolster SEO to help drive the negative article down in search results. We also suggested that the company’s owners personally address negative reviews by investigating any problems and letting customers know what action was being taken to address them.

We also assisted the company in creating a unique digital coupon program in which it offered oil change and tire rotation packages through participating schools, churches and other nonprofit organizations. The packages represented savings for customers, and for every package sold, the company donated $40 to the participating organization of the customer’s choice. We set up a system whereby the coupons were tracked when redeemed.

Results

The company achieved No. 1 search rankings for “auto repair colorado springs.” Due to creation of the new page, the company ranks No. 1 in Google results for “free towing colorado springs.

The digital coupon program has been very successful in driving new business, helping to support area nonprofits and building good will for the company; 22 organizations participate in the program, and the list grows each month.

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