How does a pet boarding facility grow its client base with minimal advertising investment?

By understanding how people in the local market search for pet boarding services and optimizing the brand for maximum visibility.

Who: Pet Palace Resort

Location: Columbus, Ohio

Industry: Pet Care

Challenge

Pet Palace Resort is a beautiful pet boarding facility with two locations in Central Ohio. While they are the premium pet facility, they didn’t have premium Google rankings for important keywords. They needed to improve their rankings and ensure that anyone searching for pet boarding facilities would find their website before finding competitor sites.

Solution

Adept began with keyword research to understand how pet owners search in Central Ohio and what terminology they use most frequently. Eight keywords were identified that have the highest search volume locally among people looking for pet boarding providers. Pet Palace did not rank well for the most important terms. In fact, they were on page 6 of the Google results for the most searched keyword.

Armed with a very strong list of targeted keywords, Adept began to implement a series of localized SEO optimization techniques.

Result

Just 6 months after Adept began the local SEO program for Pet Palace, their rankings have jumped all the way to the top. In fact, Pet Palace is now ranked #1 for 6 out of 8 targeted terms, #2 for 1 term and #3 for 1 term. In summary, Pet Palace now has 99% visibility in Google for keywords important to the business.

As a result, traffic to the site has increased by over 800%.

How does a real estate company increase occupancy and rents for apartments in a challenging economy?

By creating a web presence that clearly communicates key points prospective renters care about and keeping things simple.

Who: Waterford Village

Location: Medina, Ohio

Industry: Real Estate

Challenge

Waterford Village is a beautiful apartment community set in the woods of Medina, Ohio.  With the recent economic declines, the apartment community was experiencing a lower occupancy rate than usual and needed to find a cost-effective way to efficiently market the apartments to prospective renters.

Solution

It sounds simple, but the first thing the Adept team did was to look at the existing website design for Waterford Village.  As it turns out, Waterford Village did not have their own website.  Instead, they had been utilizing the various apartment finder websites to post their community.  While this method worked in the past, prospective renters now have higher expectations when shopping for apartments.  They want to see an apartment community with its own unique website so they can learn more about the community at their own pace, and find information that is most important to them.

Adept worked with the team at Waterford Village to concept a website design that would deliver exactly what prospective renters are looking for, and the results the community was looking for – more renters!

Adept created a website that is easy to use, and allows prospective renters to find exactly what they are looking for within one easy click.

Result

Just 6 months after launching the new website, Waterford Village had leased 100% of its apartments!  Plus, they had accomplished this during an off-renting season (not during the peak summer months).

How does a newer brand engage consumers in an established market?

By using social media to engage their customers and become a part of their daily life.

Who: Phoenix Bat Company

Location: Columbus, Ohio

Industry: Baseball Product Manufacturing

Challenge

Phoenix Bats makes professional-quality wood baseball and softball bats for players at all levels of play including major league baseball. Over the past few years, they have struggled to find cost-effective marketing strategies they could employ to build brand awareness in a niche market and compete effectively with larger, more established brands.

Solution

Adept began with our proprietary social media research and analysis to identify areas of opportunity for effective engagement of consumers through social media. We identified the most appropriate technologies and developed an independent strategy for engaging consumers within each platform.

We identified Facebook, Twitter and YouTube as the best platforms for finding current and potential Phoenix Bats customers.

TWITTER

• Created a branded profile where Phoenix Bats provides interesting commentary on current events in baseball, highlights specific products and pushes out Twitter follower-only promotions on a semi-regular basis.

• To reach new customers who do not currently know about Phoenix Bats, created a strategy that would encourage followers to publicly post messages to Phoenix Bats displaying our profile address in their profiles for all their followers to see.

FACEBOOK

• Developed a business profile page where we post product videos and engage fans in conversations about current events in baseball.

• To engage new sports enthusiasts, we utilize Facebook ads, encouraging sports enthusiasts to fan Phoenix Bats for a chance to win free baseball gear.

YOUTUBE

Created a branded Phoenix Bats channel on YouTube where we host all of our videos and embed them throughout all other social media properties.

Results

The results have been truly amazing. The average dollar value of a visitor to the Phoenix Bats site from Facebook and Twitter is 110% greater than a natural search engine visitor. This means that our social media strategy is reaching the ideal target market, driving highly qualified traffic to Phoenix Bats and generating incremental sales for the company.

How does a local retail business attract new customers without spending thousands of dollars in traditional advertising?

By understanding how people search for the products they carry and ensuring that they have high visibility for important keywords in the search engines.

Who: Western Reserve Decorator Fabrics

Location: Akron, Ohio

Industry: Home Goods

Challenge

Western Reserve Decorator Fabrics is a beautiful retail store in northern Ohio offering a huge selection of beautiful fabrics. They created a new website to drive traffic to their store but did not have any search engine visibility so people searching for products in their area were not finding them.

Solution

While the Adept SEO program should  be a 12 month minimum commitment, Adept is usually able to make considerable improvements to a company’s search engine visibility by doing a one-time optimization of the site.

In this example, Adept began by doing in-depth keyword research to identify “efficient keywords.” This means that we found keywords that have a high volume of search traffic but aren’t incredibly competitive. Once we identified the ideal list of keywords, we ran a “ranking report” to inventory where the Western Reserve website currently ranked for every search term in all three search engines. This report assigns an over all “search engine visibility score” for the client’s site. The score is calculated by assigning points to each keyword based on how high it ranks in each search engine. A score of 100% would mean that the site ranks number one in all three search engines for every keyword.

With the keyword research and current ranking report complete, Adept began to optimize the website. This involved changing the URL strings, revising alt tags, revising navigation elements, updating image file names, updating content, rewriting title and description tags and creating links throughout the site to important pages on the site.

Result

In less than three weeks, the Visibility Score for Western Reserve jumped from 14% to 44% and achieved a first place ranking on over 56 keywords and are on the first results page 154 times.