Consulting company – SEO & SEM – Case study

In November 2008, I began a long-term cooperation with a company involved in the implementation of quality management certificates. The project was a complex challenge to optimise online marketing activities, combining the areas of SEO and SEM.

Challenges

Prior to the collaboration, the company was struggling with the following challenges:

• Inefficient use of the advertising budget in Google Ads
• Lack of a coherent content marketing strategy
• Limited visibility in organic results
• Suboptimal technical structure of the website
• Dependency on a single traffic source

Actions taken

Google Ads optimisation

We carried out a major overhaul of the ad campaigns, focusing on:

Implementation of precise conversion tracking
Eliminating ineffective remarketing spend
Optimisation of geographic and demographic targeting
Improving campaign structure and ad groups

SEO development

As part of our organic efforts, we focused on:

Conducting a comprehensive technical audit
Optimisation of page load speed
Improvement of internal linking structure
Implementation of SEO best practices

Content marketing

We created and implemented a content strategy including:

• Systematic expert publications on the company blog
• Presence in industry media
• Creation of high-quality educational materials
• Building an expert position through external publications

Results

The most important indicator of success was the significant improvement in visibility in the search results. The number of key phrases in the TOP10 systematically increased, which translated into:

• An increase in organic traffic
• Increased number of enquiries from potential customers
• Improved conversion rate
• Lowering the cost of acquiring leads

Key findings

1. A long-term SEO/SEM strategy requires a systematic approach and continuous optimisation
2. Diversification of traffic sources increases business stability
3. Quality expert content builds brand credibility
4. Precise targeting in advertisements translates into better efficiency of expenditure

Summary

The project demonstrates how a comprehensive approach to online marketing, combining SEO and SEM activities, can bring long-term business benefits. The key to success was systematic work on all aspects of the online presence and continuous optimisation of actions taken.