McKinley Group, Inc.
McKinley Group, Inc. is a corporate executive recruiter located in a suburb of the Twin Cities of Minneapolis and St. Paul.
Situation
The McKinley Group wanted to increase awareness online, drive a higher volume of traffic to this site and increase user interaction with its site.
Solution
Risdall Online Marketing Group created an aggressive search engine optimization strategy to increase visibility of the site to the search engine spiders and to users of the search engines. A new keyword content flow structure was created in order to allow the search engines to properly recognize page content and keyword related initiatives. This strategy was designed for a keyword hierarchy structure to demonstrate the most important search terms, as well as for longer keyword search terms which would drive additional, more specific traffic to the site.
In addition, ROMG started a sponsored search (pay per click) program to capitalize on a wide range of keyword terms and to increase visibility in the short term. Both the SEM (search engine marketing) programs of search engine optimization and pay search were designed as ongoing initiatives.
ROMG implemented web site analytics for both campaigns - paid search and organic search engine optimization - to capture what users were doing on the site and the conversions that were occurring. Key performance indicators were set up through the Analytics package in order to track the success and impact of the search engine marketing efforts.
Results
After the first quarter of implementation of search engine optimization and paid search efforts website analytics revealed the following results:
- Overall traffic visits on the site went up by 94.21%
- Google organic traffic escalated by 33.9%
- Yahoo! organic traffic rose by 69.75%
- The average number of visits per day went up 94.18%
On site conversion goals of Contacting and Resume Submission showed over 100% increase in conversions indicating that PPC and SEO efforts were targeting directed keywords with proper landing pages on the site for goal conversion.