We”ve been asked this question a few times: does an SEO company need to have prior experience in an industry in order to be able to deliver effective SEO outcomes?
In this case study, we”re looking at a business category which we certainly had no experience in at all – the work done by reputable Sydney visual merchandising company EV Young.
This fashion / retail manufacturer had never scored anything on the first ten pages of Google, and in our first meeting we had to talk about what keyphrases they wanted to rank for – then we had to find out how many searches were actually performed by people in their industry – and what kind of people?
We came to understand that their clients are visual merchandisers for Sydney”s luxury and prestige retail outlets – and we needed to get into the heads of visual merchandisers and discover what Google searches they would be most likely to make when searching for the types of creations which EV Young and his company produce.
Not being on the first ten pages has served them fine for the last 50 years they”d been in business – as so much of their work is through word of mouth – but with the tightenings in the fashion retail market, they finally knew they had to think about what the internet could bring them, and how they might market themselves in there also.
Search engine optimisation was their first point of call with us, but also we discussed with them their onsite content and recommended a landing-page focussed sharpening of their content to turn a search engine find into an actual enquiry.
At the 6-week mark of their campaign we were able to report the following dramatic improvements in their rankings: