We talked to the client about their business focus, competitors, and what would they like to get out of digital marketing. Getting leads for their specific services in engineering was the main goal of course.
After analysing their website, we noticed they don't really rank at all in Google for their target keywords.
We proposed SEO and some PPC service and implemented conversion tracking in Analytics. We set up an option to track contact forms, email, phone clicks on the website. This way we can attribute conversions to our online campaigns.
We analysed their website for SEO (rankings, technical issues), their competitors and the general online space in the industry.
We looked at what kind of websites rank on top for their target keywords, who uses PPC ads, what kind of content ranks well etc.
What to focus on:
We focused on the main keywords the business wants to get leads for. These are not high volume keywords, but they do have plenty of competition.
With PPC ads we wanted to avoid informational clicks and encourage only people who are looking to hire the services to click on ads. We had a very "call to action" focused ad text for that reason.
SEO wise we suggest to the client what content to write to get higher rankings. We focused a lot on Google my business and getting new reviews. After a couple of months, the business had the most reviews in Google compared to the competition in Ireland.
This is a great example of creating something out of nothing. The site didn't have any online presence in Google before.
Now with a well optimised SEO and PPC the site can get leads and traffic on its own.
The niche wasn't so competitive online (content isn't that well optimised for SEO, not many companies do PPC), which made things easier, but one would expect every niche to get more online competitive as years go by.
We have seen Google more than before try to show ads for keywords we are not targeting so some time has to be put at monitoring the PPC campaigns. With SEO rankings change (depends on each keyword) so that has to be monitored if a solid drop in rankings happens.