Increasing a website’s performance is a complex process, one that involves isolating and solving many separate business challenges.
One of the most significant issues to tackle is raising the number visitors to the site using search engine optimization, and a proven way to accomplish this is by increasing organic search results. Horizon Business Funding, a company that provides loan alternatives for small businesses that might not otherwise qualify for traditional bank loans had a well-trained team of telemarketers, but they weren’t getting the results they hoped for or reaching the at-risk business owners who needed their services the most.
The company needed help generating inbound leads. That is where AMMA Marketing came in. They needed to attract qualified small business owners the moment they needed their services and where searching online. Increasing organic search results to their website was the most practical solution. Here is a breakdown of the strategy that ultimately led over 12,000 inquiries per month to Horizon’s website.
Organic vs. Paid Search Results
In order to understand the process of increasing the number of users who click through to the website, it is essential to grasp the difference between organic and paid search results. When marketing professionals discuss SEO and keywords, they are referring to methods of increasing organic search results, also known as natural search results. This involves predicting and tracking the keywords users are most likely to search for and incorporating them into website copy and other materials, thereby increasing the site’s relevance to those specific searches.
Paid search results, on the other hand, are essentially advertisements. The most popular medium is Google AdWords, which works on a pay-per-click basis, PPC. The results are immediate and when managed properly, it can offer a great ROI. Horizon’s competition had been spending hundreds of thousands of dollars on pay-per-click (PPC) advertising. Thus, on a limited budget the proposal was set up to capture as much organic search market as possible. The long-term investment proved to be an invaluable one.
In the final analysis there are several components in making a successful marketing website. They are: content, design, ease of navigation, and showing up on search results, desktop and mobile devices. The case study highlights the AMMA Integrated Marketing Communications approach.
The new search engine optimization plan was conceived in conjunction with a website redesign in order to ensure that leads attracted to the site would be more likely to convert. This involved researching and testing relevant keywords for users searching for alternative lending solutions, then distributing those keywords throughout metadata, high-value, informative, and engaging website copy and blog content. This strategy was implemented gradually in order to allow organic search engine rankings to reflect the increase in traffic and relevance to search queries.
The result was a site that indexed 165 alternative business lending key terms on the first page of Google, with 56 being in the top 3 organic search results. This led to a long-lasting and affordable increase in traffic over time.
With these changes in place, Horizon was able to provide hassle-free capital solutions to a new set of clients, expanding their reach thanks to a focused, results-driven SEO campaign aimed at achieving specific goals.
Integrated Marketing Communications
The Horizon Business Funding case study demonstrates how the AMMA work-integrated learning approach may fit within your organization.
Integrated Marketing Communications ensures that all forms of communications and messages are carefully linked together. AMMA Marketing recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact.
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