Viking Professional Service is a specialized home appliance repair service provider in the United States, focusing on high-end appliances. With a niche market and a target audience primarily searching for premium appliance repair services, Viking Professional Service needed a robust online presence to connect with potential customers effectively. Despite being a leader in their field, the company faced challenges in organic visibility, which translated to limited online engagement and customer acquisition.
In January 2022, Viking Professional Service engaged Ensight Digital Marketing to revitalize their SEO strategy and significantly boost their online performance. This case study delves into the methods employed by Ensight Digital Marketing and the results achieved over the course of 11 months.
Challenges
Before the start of the SEO campaign, Viking Professional Service encountered several critical issues that hampered their online growth:
Low Organic Traffic: The website was attracting minimal traffic from search engines. From January to November 2021, the site registered only 653 impressions and 6 clicks, a clear indication that it was not effectively reaching its target audience.
Stagnant Click-Through Rate (CTR): Despite a CTR of 0.9%, the website’s limited visibility meant that the volume of traffic was insignificant. The challenge was not just converting impressions into clicks but also increasing the overall number of impressions.
Limited Keyword Rankings: The website’s average position on SERPs was 10, which, while not terrible, was insufficient to drive substantial traffic in a competitive market. Additionally, the limited number of keywords for which the site was ranking meant that it was not appearing frequently enough in search results.
Objectives
Ensight Digital Marketing’s primary objectives were to:
Increase Organic Traffic: Substantially grow the number of impressions and clicks by improving the website’s search engine visibility.
Improve Keyword Rankings: Optimize the site to rank for a broader set of relevant keywords, thereby improving its average position and increasing its exposure to potential customers.
Maintain CTR: While the initial CTR was satisfactory, maintaining or improving this metric while scaling impressions was crucial to ensuring that new visitors were effectively converted into leads.
Boost Online Visibility: Position Viking Professional Service as a top contender in search results for high-value, relevant queries related to appliance repair services.
Strategy and Implementation
To achieve these objectives, Ensight Digital Marketing developed and executed a comprehensive SEO strategy that included the following key components:
In-Depth Keyword Research:
Conducted an extensive analysis of the most relevant keywords and search terms that potential customers were using. The focus was on identifying keywords with a balance of search volume and competition, which could yield the highest return.
Implemented a mix of short-tail and long-tail keywords to capture a wider audience across different stages of the buyer journey.
On-Page SEO Optimization:
Improved the website’s on-page elements, including meta tags, headers, and content structure. This involved refining existing content and creating new, SEO-friendly pages to target specific keywords and customer needs.
Enhanced the website’s usability by ensuring that it was mobile-friendly, fast-loading, and easy to navigate, which are all critical factors in Google’s ranking algorithm.
Content Strategy:
Developed a content plan that included regular blog posts, service page updates, and informational articles focused on high-priority keywords. This content was designed to engage users while providing valuable information, positioning Viking Professional Service as an authority in the appliance repair industry.
Created localized content to target specific geographic regions, helping the business attract customers in areas where demand for their services was highest.
Technical SEO:
Conducted a thorough technical SEO audit to identify and fix issues that could be hindering the site’s performance. This included optimizing site speed, improving the XML sitemap, ensuring proper indexing, and eliminating crawl errors.
Implemented structured data (schema markup) to enhance the site’s appearance in search results, including rich snippets and other features that can improve CTR.
Link Building:
Executed a targeted link-building campaign to improve the domain authority of Viking Professional Service’s website. This involved acquiring high-quality backlinks from reputable websites within the home improvement and appliance industry.
Continuous Monitoring and Adjustments:
Monitored performance using tools like Google Search Console and Google Analytics, making iterative improvements based on data-driven insights. Regular reporting and analysis allowed for quick adjustments to the strategy as needed.
Results
The results of the SEO efforts were remarkable, showcasing significant improvements in key metrics:
Substantial Increase in Organic Traffic:
From January to November 2022, the website saw a dramatic increase in impressions, rising from 653 in the previous year to 307,000. This 46,900% increase indicates a vastly improved online presence and visibility.
Clicks surged from 6 to 2,710 over the same period, reflecting a 45,067% increase in organic traffic. This boost in traffic directly translates to more potential leads and customers for Viking Professional Service.
Sustained CTR:
Despite the massive increase in impressions, the CTR remained steady at 0.9%. This stability suggests that the quality of traffic was maintained, with the website continuing to attract relevant visitors likely to convert.
Improved Keyword Rankings:
The website’s average position shifted from 10 to 37.7, reflecting broader keyword coverage. While this may seem like a decline in position, it’s indicative of the site ranking for a much larger number of keywords, some of which are more competitive. This broader reach is essential for sustained traffic growth.
Enhanced Online Presence:
Viking Professional Service established itself as a key player in the appliance repair market online, leading to increased inquiries and business growth.
Conclusion
The SEO campaign for Viking Professional Service, executed by Ensight Digital Marketing, demonstrates the transformative power of a well-planned and executed SEO strategy. Over the course of 11 months, the website’s visibility, traffic, and overall performance improved drastically, positioning Viking Professional Service for long-term success in the competitive appliance repair industry.
This case study highlights the importance of a data-driven approach to SEO, where continuous optimization, content development, and technical improvements work together to achieve significant business outcomes. Ensight Digital Marketing’s expertise in this area offers valuable insights for other companies seeking to enhance their digital presence and achieve similar success.
