Here’s an actual SEO case study based on a client’s SEO implementation after a period of eight-months of on-page optimization (3/22/2013 – 12/26/2013). It compares key metrics from two 30-day periods using Google Analytics – Organic Channel only.
Metrics from 3/22/13 – 4/22/13 (starting date of improvements) are compared to the same metrics from 11/26/13 – 12/26/13.
Keep in mind that these SEO results reflect a real-world example after about eight months of on page optimization only. No link building effort had yet been implemented and the number of external links is very low.
No new pages were added to the website, but changes were made to about 2,200 product and category pages. Keywords for each page were researched to find new more relevant keywords and efforts were made, when possible, to choose less competitive keywords with lower monthly search volumes in order to increase the likelihood of a first-page ranking. Each chosen keyword was written into the page content (product description) once or twice without sounding stuffed. New page URLs were created to include each new keyword and the keyword was put in the Meta Title, Meta Description and Alt Text for each page.
Actual SEO Results
Eight-month comparison of organic traffic (Google, Bing, Yahoo) only
3/22/13 – 4/22/13 (one-month prior to start)
- Organic Site Visitors: 2,820
- Number of pages ranked on Page-One of Google SERPS 42
- Keywords with >5 visits during this time period 64
- Organic Revenue $5,941
11/26/13 – 12/2613
- Organic Site Visitors: 12,640
- Number of pages ranked on Page-One of Google SERPS 765
- Keywords with >5 visits during this time period 156
- Organic Revenue $21,560
SEO Results Using the Rule of “Less Versus None”
This SEO case study is an example of what can be accomplished if you follow the best practices of on page optimization and, as importantly, if you follow the rule of “less versus none.” The rule of less versus none applies to those situations when your competition is high and your domain and page authority is lower than that of your competition. (Domain and page authority can be measured using Open Site Explorer or the MozBar, Moz’s free SEO toolbar. ) The rule of less versus none means that optimizing each page with a less popular keyword may help put the page on page-one of the SERPs, but bring you less traffic than the more ideal highly competitive keyword which, if used, may bring you no traffic because you have yet earned the authority required to rank on page-one with that keyword. A major component of authority is the number of external links pointing to your domain/page from high-authority sites. See post on Link Building.