Tampa Digital Marketing Case Study
Case Study #1: Tampa Business Needed More Customers and Website Traffic
Generate Web Design was contacted by a Tampa business that wanted more online bookings. We started by researching their website traffic and also traffic to websites of competitors.
We connected Google Search Console, Google Ads, Google Analytics, and SEMrush to the domain while we worked on a total website redesign. The redesign was by the customer’s request, and we also felt the bounce rate (percent of visitors that look at one page and return to search results) was far too high and likely due to an outdated design.
We decided to go with 15 terms identified as service “buckets” for this business. Our team started cranking out geolocation pages using high population and close proximity areas for each of the 15 terms. In total, we created 75 landing pages that were deployed over 4 and a half months along with the website redesign.
In the chart below, we can see the effect on search traffic for this business. The first landing page was deployed 10/1, and the last landing page was deployed on 2/15 of the following year.
As you can see from the chart above, which was created in Google Search Console, our client experienced growth in Total Clicks and Total Impressions due to landing page development. So how do we know the traffic increase was due to landing page development? We simply look at Page Clicks and Impressions on Google Serch Console under Performance > Pages. The new landing pages comprise the majority of our traffic, with the better-performing pages bringing in anywhere from 5-15 new visitors per week.
This number is the about of search result traffic the client’s website received on a certain day. A click is counted when a unique visitor enters a search term, sees the client’s page on search results, and clicks on the listing to visit.
An impression means that a user has “seen” a link to your site in Search, Discover, or News. In general, when search results are grouped into pages, such as in desktop results which typically show 10 results per page, an impression is counted whenever an item appears in the current page, whether or not the item is scrolled into view.
In the above example, the client received a 900% increase in search traffic (“clicks” from 4 per day to 40 per day) and a 400% increase in search visibility (“impressions” from 100 per day to 500 per day).
The total cost to the customer was $2,500 per month. If increasing your customer base and potentially your revenue by 900% is worth $2,500 per month to you, please give us a call.
Case Study #2: SEO and SEM Services for a Private Boarding School
Generate Web Design was contacted by a private boarding school to help with SEO and SEM services. Their web traffic was mostly driven by SEM (Google Ads) and they received very few visitors by SEO (organic search results). Instead of investing more on Google Ads, the customer made the right choice by hiring Generate Web Design as a partner to grow their sales through multiple strategies.
Generate Web Design set out to achieve the following objectives:
- Help make Google Ads more effective by creating search term specific ads and matching search term specific landing pages
- Boost on-site and off-site SEO
- Add other traffic referral sources including social media advertising
January 1-June 30 Growth Results
The report titled, “January 1-June 30 Growth Report” is a 6-month snapshot of the overall performance of this company’s online traffic as a result of our SEO and SEM initiatives. The start date is January 1, 2019, and the end date is June 30, 2019. Our efforts to improve SEO began the first week of January 2019.
As we can see from the report complied in Google Analytics we had growth from 178 to 934 new visitors per day. This represents a 424.71% increase in growth in just 6 months without increasing the Google ads campaign budget at all.
This was done through improved SEO, mostly as a result of creating long-tailed keyphrase-specific landing pages. We started with a comprehensive report detailing key phrases the company should use, looking at terms with high and low competition. We made a list of key phrases to target without landing pages that would most likely lead to conversions.
It is also worthwhile to note that paid traffic dropped to only 33.6% of overall traffic when it had previously been over 50% of all traffic. This was due to the dramatic growth of the organic traffic channel.
January 1-June 30 Growth Report
2019-2022 Paid Advertising Results
Our final objective was to twofold: 1) increase paid visitor conversions through improved Google ads that better-targeted search phrases and 2) optimize the client’s advertising spend by incorporating social media advertising.
Please see the graph titled, “2019-2022 Paid Advertising Report” for details regarding our success at achieving the client’s goals. The red line represents the number of clicks or visitors the client received on their website as a result of Google ads. Notice how they averaged about 11,500 to 12,000 clicks during their busy school enrollment season.
When we took over in 2019, clicks grew, year after year, to hit 23,000 in 2021. This was achieved while the blue line fell year after year, which represents the total dollars spent on advertising. The spend was reduced from $68,000 per year to $33,000 per year, all while PPC traffic increased. This was achieved, in part, through improved Google ads that better-targeted search phrases.
2019-2022 Paid Advertising Report
July 1-September 30 Social Media Acquisition Report
From July 1 to September 30 we designed, tested, and deployed a number of social media advertisements for the client. Many, if not most of the clients we have worked with do not fully understand the benefits of social media advertising. Our client was hesitant to spend any resources on Facebook (Meta) advertising, so we suggested a $1,000 initial allocation.
The graph titled, “July 1-September 30 Social Media Acquisition Report” details the results of this $1,000 spend, which was deployed over 3 months. As a comparison, the PPC budget for the same time frame was $18,000.
As you can see, social media advertising brought in 18.8% of visitors versus 27.9% of visitors from PPC advertising (Google ads). This is not a bad return on investment for only 5.55% of your total advertising budget.
July 1-September 30 Social Media Acquisition Report
Need your website to generate more sales? That’s what we do!
Generate Web Design: Your Partner in Success
At Generate Web Design, we consider our clients as our partners in success. We treat your website like our own, going the extra mile to ensure your business receives the boost you need.
Generate Web Design is a highly experienced team of designers, writers, developers, and internet marketing experts. With 15 years of related experience building online marketing platforms and generating revenue growth for our clients, Generate Web Design is a logical choice.
We are results-oriented first and foremost. Our mission is to provide the service you deserve and the results you expect. Our day never ends and we will answer the phone or reply to your text message when it’s received. Try us!
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