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Services provided: SEO

Merk America Co.

Technology Specialist Distributors

Merk America is one of the leading distributors of technology products, services and solutions. Based in California, they provide IT solutions to small to medium businesses.


Services provided: SEO

(PROBLEM)

An online presence malfunction

Merk America had previously been promised the world by other SEO services before, but only saw average results and inconsistent traffic.

After receiving poor SEO advice and spending tens of thousands of dollars on sloppy technical audits & SEO advice, Merk America were looking for an upgrade for their online presence.

(DIAGNOSIS)

Diagnosing the problem

After some troubleshooting, we discovered hundreds of technical errors that were missed by the expensive ‘technical’ audit from their previous SEO service. These were:

  • Non specific duplicate Title Tags not designed to drive action by users nor provide relevant information to search engines about the content of the pages of the site
  • Indexing of non relevant, duplicate pages with no additional value to users arising from tagging and categorisation function used in the blog
  • Overstuffing of meta keywords tag
  • Incorrect handling of canonical urls
  • Poor theming was identified after domain authority checks and keyword relevance checks. We found that traffic was coming from poor keywords with low conversion rates. Paid traffic was driving a lot of the revenue and there was no analysis or focus on terms that were providing the bulk of the sales.
  • Duplicate & missing Meta Descriptions on a significant percentage of pages on the leading to either repetitive or random, sometimes irrelevant snippets
  • Significant amounts of thin content pages that added little value to users
  • Inefficient site architecture causing crawlability problems for search engines
  • Errors in handling of 404 errors
  • Previous SEO campaigns were being overoptimizing the home page for a wide variety of general terms, including product specific long tail term that had high sales conversion rates.

major drops similar to the above occurred with: panda #1 (23 February 2011), panda #4 (21 June 2011), panda #24 (22 January 2013), and Panda Dance (11 June 2013)

  • strong possibility of a penguin penalty

(APPROACH)

Restoring the system

Beginning in August 2015 we restarted the system and updated Merk America’s SEO strategy. Our actions, amongst many other things included:

  • Regular and thorough technical audits with feedback from Google’s tools and our own in-house tools

  • A plan to fix all identified technical issues

  • A penalty recovery plan to ensure issues for panda and penguin were fixed

  • Deep keyword research was conducted through a thorough understanding of the analyzing the business, key product drivers and paid traffic sources.

  • A careful keyword targeting strategy of high value keywords was established by narrowing a set of associated keyword themes along with their short and associated long tail keyword counterparts.

  • Careful mapping of keywords to the most relevant pages on the site based on the sites content, historical profile and authority distribution.

  • Regular and thorough technical audits with feedback from Google’s tools and our own in-house tools

  • A plan to fix all identified technical issues

  • A penalty recovery plan to ensure issues for panda and penguin were fixed

  • Deep keyword research was conducted through a thorough understanding of the analyzing the business, key product drivers and paid traffic sources.

  • A careful keyword targeting strategy of high value keywords was established by narrowing a set of associated keyword themes along with their short and associated long tail keyword counterparts.

  • Careful mapping of keywords to the most relevant pages on the site based on the sites content, historical profile and authority distribution.

(OUTCOME)

Making IT all better…

We started optimizing the site in 2015, and within 12 months saw

230% growth in organic traffic

And

476% growth in online revenue

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USA - Contact

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7080 Hollywood Boulevard, Suite 1100, Los Angeles, CA 90028 United States

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(+1) 310 362 6373

bgEmail

contact@digitalspotlight.com

Asia Pacific - Contact

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Suite 804, 5 Hunter Street, Sydney, NSW 2000, Australia

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1300 891 181 or
(+61) 2 9113 7255

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contact@digitalspotlight.com

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