Local Search

Organic Search Traffic Brings Qualified Traffic! A Local Story

traffic Organic Search Traffic Brings Qualified Traffic! A Local StoryFor the last year or so, I have done some very simple optimization for a local electrician with the goal in mind that he could get a couple more leads in this tough economic time.  This client never had a website and was the typical “yellow page” advertising tradesman.    One day when discussing the economy and gas prices we talked about SEO and the value that organic search can bring to small businesses.

This electrician was not new to the “miracle technique” that brings you a thousand new clients for $19.99 a month.  In fact he has several sleazy sales people calling him a month about such tactics.  How did I get him to talk to me? Easy, he’s my father in law! Ok, I’ll admit it I offered my services for free but it was to prove that organic search traffic brings (when targeted properly) qualified traffic.    I was absolutely set on changing his opinion on a service that so many people have ruined by fake promises.

What we did first…

Since this client didn’t have a website, we registered a domain and set up a quick WordPress site.  It’s pretty basic but it gets the job done.  From there we created several services pages as well as a service locations tab.

Each location page highlights the city that he services, a small paragraph explaining his credentials, his phone number, and image displaying his A+ BBB rating.   The title tags and Meta descriptions were custom written as well. Nothing fancy but it fulfilled the needs of his sites visitors as well as the search engines.

Over Time The Rankings Came

I mentioned earlier that I was doing this free of charge so link building wasn’t something I had a whole lot of time to put towards it. The site did receive some natural links but it’s still a work in progress.

The goal of this site was to rank well for local cities + “electrician “.  For example St. Paul Electrician (sorry for the cheap plug, but small businesses deserve every link opportunity they can get!)  After several months the client started getting a couple phone calls requesting his services.  When inquiring where they found his business several proclaimed “Google”.   After receiving half a dozen of these calls within the next month or so I turned him into a firm believer in SEO.

How is this traffic better?

How do I justify the title of this article?  For this specific company, they are listed not only in the BBB but at Angies List as well.  Both have brought traffic and calls but this client routinely gloats about how the “Google Calls” brings better business.   He mentions that he gets a lot less tire kickers and people just comparing quotes.   This experiment has made him an SEO believer and he sees the results first hand by the extra business he otherwise wouldn’t receive.

11c92820c366569f0d3bfd6bfc15972a 64 Organic Search Traffic Brings Qualified Traffic! A Local Story

Nick Leroy

Nick LeRoy is an SEO Consultant at FindLaw a Thomson Reuters company. Nick offers SEO site audits to his clients in addition to his blog posts supplying SEO tips & tricks.

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10 thoughts on “Organic Search Traffic Brings Qualified Traffic! A Local Story

  1. Congratulations on making your father-in-law an SEO believer! Going from not having a website to getting qualified leads through the search engines is not a small task. Even without active link building, a good site is going to acquire natural links overtime. Your father-in-law is a great example of how a little SEO and some patience can pay off!

    1. Congratulations from my side as well… :) i think what makes SEO best and worst at the same time is the fact that SEO for results take time and unlike email marketing the results are not like you started today and next day you are getting calls for what you did yesterday….

      The Good part is SEO bring quality and continuous leads that business people really love but at the same time the worst part is shady SEOs take the advantage of this and make Business people fool by eating their money out!

  2. Thanks Nick. The site/process is still a work in process. My father in law use to rely on a lot of referral business backed up by his fantastic service. With the economy taking a hit, so did his business. I couldn’t sit back and let that happen so we started working on the small project.

    We’re working on getting the web address on his work trucks and client reviews on the site/google local. I think everything outlined above will continue to only help his business. I guess there is a benefit to having an SEO in the family ;)

  3. Yes no doubt organic traffic is the best. Less but quality links matters thousand times more than more links but in bulk. Now in SEO quantity doesn’t matter what only maters is quality.So we need to focus on original fresh, and quality content as well.

  4. Moosa – good point. The hardest part of convincing people to get involved with SEO is the fact that they won’t see an immediate, huge payoff. They need to “Think long instead of thinking short,” as Proposition Joe from HBO’s “The Wire” would say.

  5. Good to see a happy SEO story for this SMB – go Marko! Thinking about the ‘service-locations’ pages which all target the same term but each with the addition of the geo specific term – each page is essentially a repetion of the other content wise with the only difference being the city or town name. Could this present any issues regarding thin or duplicate content? Thanks Nick

  6. Nice stuff, Nick. From a conversion point of view, I bet if you added his telephone number in the header (easy fix) you would greatly increase conversions. Additionally, if you “personalized” the website with at least Mark’s picture on the About Us page, you would further leverage the traffic that is coming his way; people want to buy from someone they “know and trust.”

  7. Nice stuff, Nick. From a conversion point of view, I bet if you added his telephone number in the header (easy fix) you would greatly increase conversions. Additionally, if you “personalized” the website with at least Mark’s picture on the About Us page, you would further leverage the traffic that is coming his way; people want to buy from someone they “know and trust.”

  8. @nick….nice piece here lad! not surprised either at all…the tactics you used are sure-fine winners and your electrician has been well served by using your skills! Kudos!

    Jim