Tire Source Case Study
URL: www.yourtiresource.com
Product: Tire and automotive service retail stores
Campaign: Web Development, Search Engine Optimization, Content Management
Time Frame: December 2008-Present (Results look at Dec 08 vs Sept 09)
Challenge:
Tire Source is a full service tire and automotive repair facility with five area locations in Northeast Ohio. With some stiff local competition, they wanted to get a competitive edge by using their website to drive potential local customers to pick up the phone and call them, email them with questions or schedule an online appointment, and ultimately bring in their vehicle for service at one of their five brick-and-mortar locations. So, they came to TKG for a website redesign and SEO campaign.
Our marketing analysis found that their homepage was being slowed by unnecessary flash images, which can be a turn-off to impatient users, not to mention the search engines. We recommended using optimized images (which have smaller file sizes and faster load times) as well as targeted, unique copy and plenty of special offers to entice users. We then recommended some strategies to help improve their conversion rate by including online coupons, free giveaways, and optimization of key pages.
We also uncovered the following issues that needed SEO attention:
- Un-optimized page titles, tags, and copy
- Low link popularity
- Lack of rankings in the top 3 search engines
- Lack of unique site copy
On the development side, we gave them a slick new design with "calls to action" such as the ability to schedule an appointment or see promotions directly on the homepage. Phone numbers to each of their locations are featured prominently on the homepage, too. The old site navigation was de-cluttered and other usability issues fixed by adding a Robots.txt file and Custom 404 page to make for a more pleasant user experience.
Results:
Once some programming changes were made, Tire Source's search engine saturation (the number of website pages indexed by the search engines) went from one page to 248! We followed that up with a link building campaign to help build their online presence. Tire Source started with 0 incoming links and is currently at over 250 and growing. Then we went about the task of optimizing their meta data and copy to make it more attractive to both users and the search engines. In less than a year's time, Tire Source is already seeing some big results. Take a look:
- Total Site Traffic +87%
- Unique Visitors +87%
- Search Engine Traffic +111%
- Conversions +19%
Tire Source has some top rankings in Google for local phrases, despite being just a few months into their campaign:
|
Keyword |
Rankings Before SEO |
Rankings After SEO |
Page in Google |
|
Canton Full Service Auto Care |
Not in Top 50 |
1 |
1 |
|
Medina Automotive Care |
14 |
1 |
1 |
|
Akron Tire Store |
Not in Top 50 |
9 |
1 |
|
Akron Auto Services and Repair |
Not in Top 50 |
8 |
1 |
