SEO Case Study: Key to Metals
Client: Key to Metals - the world’s most comprehensive database of metals.
Location: Serbia
Website: www.keytometals.com
Services: Search engine optimization and conversion strategy
Challenge: Key to Metals approached The Net Impact for search engine optimization services. The Key to Metals website was already getting strong traffic from all of their varied marketing efforts including paid search and on site advertising. This traffic though strong, had plateaued and was not increasing as needed. To add to the challenge, competitive pressure was driving up the expense of paid search. Key to Metals had two goals, 1) Increase organic traffic by ranking higher in SERP for the major search engines organically. 2) Increase conversion from this traffic defined as the number of subscriptions to their website.
The Net Impact’s Solution: The Net Impact reviewed this unique database company’s current website analytics. This meant gaining an understanding of where traffic came from including visitor quality, referrers quality and offsite linking to Key to Metal. In addition, The Net Impact conducted competitor studies in order to gain an understanding of the keywords in use by a select group of competitors as well as gaining insight into their online marketing strategies. For this specific vertical, TNI wanted to discern as well the best paths for generating leads by performing an in-depth conversation analysis. These efforts then would bring about a better understanding of the value of their current “calls to action” at the page level. Then we could begin to gauge this current performance and plan for potential tests.
After performing these studies, The Net Impact developed a Search Engine Marketing Action Report. This report included a new Traffic Based Design™ layout. This document illustrated how traffic should flow through their website to conversion. The report also contained a detailed Traffic Analytics Report and a Competition Study. Using this information, The Net Impact’s recommendations resulted in a page by page detailed plan for optimizing pages, creating new landing pages and building conversion testing criteria.
Looking forward: Next step with Key to Metals is to perform a comprehensive rework of their pay per click campaigns to go hand in hand with the organic search change. Currently underway.