We offer a program for our top-level clients called The Essential Solution. As part of their ongoing services, clients who are part of this program receive ongoing monitoring and management of their website's Search Engine Optimization. I think that once clients are marketing at this level, they have a pretty good understanding of how SEO works, and why it requires ongoing oversight and maintenance.
This week we saw an excellent example of this very thing with one of our Essentials clients. During our weekly consultations, we started to discuss how a slight change in this client's market area focus could help him achieve better results from his online marketing. The client agreed that the change made good sense, so, we got our SEO team together to work on the project. We made some strategic changes to the back-end coding of the site, updated meta tags, tweaked some of the on-page content, submitted an updated site map, and revised our monitoring to include the new search strings. Then we ran a baseline report with the new search strings, so we could track our progress.
We did that two weeks ago. Today's web ranking report shows our client achieved a net gain of 81 positions across the three major search engines -- Google, Yahoo and Bing! Our client now ranks on Google's Page One for all but one of his new search strings. And the one that hasn't made it to Page One? It's at the top of Page Two.
Of course, it's not JUST the on-page SEO that helps our clients get these kinds of results. The Essential program includes a solid foundation of off-site marketing -- such as strategic blog posts, inbound links, social media, and regularly updated content, etc.
Now that we've achieved these results, we're sure not done! We will continue to monitor the website's search engine rankings weekly, meet with our client, discuss results and plan for even more success.
Truly effective marketing is always ongoing -- including your law firm website's SEO.