SEO Case Study 2018

SEO Case Study 2018

Actual Case Studies Of Our Client’s Website

So you already have an existing website. You have spent a fair bit amount of money and wonder if you are getting the most for your investment into your website.

These thoughts are probably running through your mind…

Am I getting the most visitors as I can to my website?

Is my competitor’s website doing better than my website?

Why am I not getting many inquiries or leads from my website?

Why are my products and services not found on Google?

Well, you are not alone..

These are pretty common questions that we heard from our clients and prospects.

Our answer to these questions is usually this: No, your website can do better in terms of traffic and the number of new leads.

We have the data to back it up.

I’m sure by now, you already have traffic tracking installed on your website such as Google Analytics which we will be using to analyze this case study.

One of our earliest SEO (Search Engine Optimization) client first approached us and told us about their problem: They have just invested RM5000 into a new website with another company, and spend RM2000 on Google Adwords PPC (Pay-Per-Click) campaign. But they did not get ANY calls or leads.

They asked us what we can do for them.

We studied their website and found the main problems:

1) It was poorly optimized for SEO, and their products and services key search terms could not be found on Google.

2) The Google Adwords (PPC) campaign was not the best way to create long-term value for the website.

The client agreed for us to do a comprehensive SEO campaign for them, and the results we will be looking at is over the course of 2 years ++.

Here are some stats of their website before they engaged us for the SEO campaign.

Total Website Per Month: <50 (Less than 50 visitors a month) **Note: This is quite common for most websites that are not optimized for SEO. They hardly get any visitors, and usually, it is less than 50, and rarely gets more than 100 unique visitors a month.

Here is the chart of the traffic tracking in Google Analytics from June 2016 to Sept 2018 (28 Months)

We started off by ranking for 25 new keywords for them for their products.

The first month, we have increased their website traffic from less than 50 visitors a month to over 460 visitors.

From there, traffic has continued to grow steadily until today without much maintenance.

Throughout the 2 years, we have steadily continued to add new keywords and rank them on the first page of Google, and today, they have 50 keywords on the website. As of this writing, we are in the midst of preparing another 15 keywords, so 2 weeks after this post is published, the website should have about 65 keywords on their products and services, with most ranking on the first page of Google.

Today, they have an average of 1350 to 1500 unique new visitors a month to their website.

Let’s analyze the data a little more.

Over the course of 28 months since June 2016, we have generated over 23,609 unique visitors.

Bounce rate for these visitors is 50.77%, which means 50.77% of these visitors leave the website without clicking on any other page. We will consider all bounce rate as Not Qualified Leads.

Of these 23,609 visitors, 49.23% of them continued to browse the website and spent an average of more than 2 minutes looking through the website, viewing the products and interacting with the branding represented by the website.

Now, do you think all of these 23,609 visitors will buy something from this company? Of course not.

Only a small percentage of them will result in actual customers who made an actual purchase.

From this screenshot, you can see that all the traffic was either from Organic Search from Search Engine like Google or returning (repeat) customers as represented by Direct. There was no paid traffic since we took over the marketing of this website.

So what is the percentage of conversion from Visitors to Sales?

According to Eric Siu for Search Engine Journal, SEO leads have a 14.6% conversion rate, while outbound leads (such as direct mail or print advertising) have a 1.7% conversion rate. These are the average number of leads generated from the SEO traffic.

However, not all of those leads will turn into actual sales. The more accurate answer is, it varies from industry to industry. Usually, only 1 to 5 percent of that traffic will turn into an actual sale. On a well-optimized website, the conversion rate can be even higher. But for this case study, we will use a conservative figure as an example.

1% Conversion Rate

We will be using a conservative figure for this case study.

How much of the traffic convert into sales if the conversion is 1%?

Total Unique Visitor: 23,609 x Conversion Rate: 1% = 236.1 visitors turn into sales.

What is the value of 1 single transaction?

As this customer is supplying high-value industrial products for both local market and export, their average transaction can range anywhere from a few hundred into tens of thousands Ringgit.

However, again for this case study sake, we will be using a low value so that the case study reflect the actual figure more accurately.

Let’s assume the average revenue for each transaction is RM1000 (One Thousand Ringgit). I can assure you that this figure is ultra conservative as the actual figure would likely be 2 to 3 times or more.

How much revenue did the website bring in?

Total 236 transactions x RM1000 = RM236,000.00 in revenue for the 28 months the SEO campaign has been running.

What if the average transaction is RM2000?

Then the math would be:

236 transactions x RM2000 = RM472,000.00 in revenue for the 28 months the SEO campaign has been running.

How much did they invest in the SEO campaign?

Being one of our earliest clients, we gave them a great price for the whole comprehensive campaign. Total I think they have spent RM7200.00 (Seven Thousand Two Hundred) only.

Do you think they have gotten their money’s worth in terms of ROI (Return on Investment)?

We will leave it to you to make the conclusion.

What else did we miss?

Answer: Lifetime Value Of Each Customer. This basically means that some of the customers who have purchased from this company would have repeat purchases, over the next few years, so this would boost the sales figure even more. Think about that.

What is the average transaction volume for your customer?

How many times would they be a repeat customer?

What are your conversion rates?

How may visitors are you generating to your website every month?

What will happen next?

If they were to do nothing, their website will continue to rank well, and the traffic will continue to grow for years and years, without them paying another single Ringgit. That’s the nature of SEO.

If your SEO campaign is done right, your ranking should continue to strengthen year by year, and not diminish.

If the company who does the SEO for you uses tricks and short cuts (Black Hat SEO) to rank your website, then you will find that the result that you are getting is short lived.

But like this client, we are using only White Hat advance SEO strategies only, so we have no worries of their website suddenly losing ranking. We are confident that their website will continue to bring in revenue for them month on month, year on year.

What is happening now?

This client has hired us to revamp their existing website, and create another new one for their other business products. We are also adding more keywords for this existing website, and also rank new terms for the new website. I can safely say, the client is quite happy with the performance of their website.

-end-

P/S: If you have any question about this report, feel free to ask and and we will be happy to answer them for you.

Get In Touch With Us Now

How To Improve Your Website Loading Speed

How To Improve Your Website Loading Speed

How To Improve Your Website Loading Speed

Website loading speed is one of the contributing factor towards the bounce rate of a website.

Bounce Rate is defined as: “the percentage of visitors to a who navigate away from the site after viewing only one page”.

For example, if someone visits your side, and your website or images are loading slowly, and this visitor clicks on the “back” button on how browser, then this will be tracked as a Bounce in your analytics.

So if you notice a rising or high bounce rate on your website, a few things could be going wrong such as:

  1. Website Design is not responsive
  2. The contents on the page that the visitor landed on is boring and dull.
  3. The contents on that page does not match with what the visitor is looking for.
    • In this case, you might need to optimize the page to rank for the appropriate keywords on the Search Engines.
  4. Or, your website could be loading very slowly.

For today’s post, we will be focusing on the fourth reason: Slow Loading Websites

What are the major contributing factors for a slow loading website?

Here are some:

  1. Poorly designed theme or content management system (CMS) – although with the advances made in this field, this is seldom the case now.
  2. Images that are not optimized.
    • Inexperienced web designers will upload pictures exactly as they have received it from the clients without resizing it and then optimizing the size of the picture.
    • For example, a full-width hero image will often have the dimensions of 1920px x 1200px (W x H). 
      • An experienced web designer will optimize the file size of that image to between 100 t0 300kb in size max.
      • What would an inexperience web designer do?
        • They will upload the full resolution picture at 4200px x 3250px (W x H) with a file size of 5.3MB.
        • Is it an wonder why these websites are loading very slowly?
  3. Your Hosting Services
    • This is one of the major factor for website loading speed.
    • One note to make in this field is, you get what you pay for.
      • A good and fast loading speed will cost you more.
      • and if you pay for a cheap hosting service, your server will likely be slow as more users will be using it.

What you can do about it.

  1. Poorly designed theme or content management system (CMS)

Not all CMS or themes are created equally. But for this post, we will use Themes for WordPress as an example.

There are thousands of WordPress themes out in the market, all the way from free to premium prices. Here in The Ultimate Webmaster Malaysia, we use the best of the best, namely Divi Theme from Elegant Themes. You can click on the banner below to check it out. The Divi Theme can be considered one of the most used paid WordPress theme in the world, and it is also one of the best, if not the best.

Summary, choose a great theme, pay for it, as you get what you pay for. You may think you are saving money with a free theme, but the subsequent hacking and other issued that will crop up sooner or later is not worth the trouble.

2. Images that are not optimized.

For this second factor, is actually one of the simplest factor that you as a website owner have full control over.

Just make sure that all of the images are optimized before you upload them. I usually follow these steps in the same order:

  1. Resize the dimensions of the picture according to the usage. For example, if you are uploading an image for a Blurb, you do not need a picture that is 1920px in width. a 500x to 800px (depending on the usage) width picture will more than likely do the trick.
  2. There is a perfect guide by Elegant Themes on picture size here. You can read more here. Guide to image size.
  3. Once you have resize the picture in your image editing software like Photoshop, you can save the picture at a moderate quality size.
    • For example on Photoshop, if you save the picture a .jpg format, you can save the quality from a scale of 0 to 12, with 12 being the best quality.
    • Often, saving the picture at 6 would still look great.
  4. After the picture has been has been properly resized, you can optimize the space one more time bu uploading it to TinyPng, and then download it back to your computer.
  5. Your image is ready for your website used now.
  6. One other automated solution to step 4 is to use an image resizing plugin such as Resize Image After Upload or any from the image resizing list here.

3. Your Hosting Services

What hosting services are you using? Are you using a cheap shared hosting services like Hostgator or something similar?

If you are, that explains a lot why your website loading speed is slow. Shared hosting as the name implies, are used by many users, sharing the same resources of that server. So if you want a fact loading speed, you need to upgrade from using using a Shared Server to something better.

For most website, a VPS – Virtual private server will work for most SME websites, even commercial ones where transactions are being done such as an E-Commerce Website.

There are many VPS servers available on the market, from fix amount of resources to flexible plans where you can scale up or down at will.

We highly recommend the VPS services from Cloudways. From USD10 to USD12 a month, you can get a decent server for your website which will improve your website loading speed significantly.

And in the situation wonderful where your website is getting so much traffic because you have done great Search Engine Optimization, and your business is booming, then all you need to do is scale up the server specification and you are good to go. Its as easy as a few clicks of the mouse.

Location of Server – You will also want the location of the server to be close to the market where your website will be serving. For example, if you are serving the Malaysian market, you would want a server located in Singapore or Malaysia, and not in the USA.

Additional Info:

You can check the performance of your website speed with these tools below:

  1. Google PageInsight
  2. GTMetrix
  3. Pingdom

If you need help optimizing your website, get in touch with us for a free assestment today.

Get In Touch With Us Now