Client: Williamson Accounting
Michael Williamson's accounting practice in the Greater Toronto Area focuses on Corporate Tax Preparation and Small Business Accounting & Bookkeeping. When we first started working with Michael in 2009, his web site was significantly out of date and contained 'bad code' from a search-engine perspective. As we mention in our guide to SEO Basics, a proper Search Engine Optimization follows a philosophy of good content, good programming and good links.
Introducing Relevant Links and Programming
Our first step then, was to rebuild the Williamson Accounting Web Site entirely, using Joomla! 1.5. This is a relatively drastic step for SEO, as most businesses can simply modify their existing web sites. Included in the new web site were relevant links to area-specific web sites, in this case the Toronto Board of Trade and Williamson's clients in the Toronto area.
Introducing Relevant Content
Michael already had a email newsletter on Canadian Accounting that he regularly sent to his clients. Our solution was to move that content to a new Company Blog, and then simply use the newsletter to notify clients of new blog posts on a monthly basis. The end result is that Michael's web site is now regularly updated with relevant content. Each post describes small business tips and notifications relevant to accounting in Toronto, Canada.
Result: A First Page Ranking in Google Search
As of May 2010, WilliamsonAccounting.ca began appear within the first few pages of Google Search Results for the most relevant inquiry, e.g. 'Toronto Accounting'. As of this week, we're seeing the web site appear on the first page of search results at Google. As Michael continues to blog and provide Canadian and Toronto-based Tax and Accounting tips, we expect that ranking to increase.
Client: Alcast Technologies
Alcast Technologies is a family-owned, third-generation Aluminum Casting Foundry located in Hamilton, Ontario. Like many industrial companies, they face stiff competiton from low-quality but cheap suppliers in China and abroad. Global web site and search engine optimization firms parallel this trend - many Chinese SEO companies use e-sweatshop labour and 'black hat' SEO tricks to improve their rankings. Luckily, Google is fighting back by increasingly emphasizing relevance and trust in their search ranking algorithms.
Industrial companies have significant marketing challenges. Many industries have limited promotional experience and have only begun to address marketing as a consequence of the recession.
Additionally, many SEO and Web Marketing mainstays such as Social Media Marketing may not apply (would you want to visit a Facebook Page on, say, self-sealing-stem-bolts in your free time?). For Industrial Companies competing in a global market, a focus on relevant content, especially relevant technical content, is especially important.
Relevant Technical Content
Most industries will be competing for Google visitor traffic for only a few search terms as well. Search rankings being quite competitive, having a well-written, well-programmed and well-organized web site is critical.
Our SEO update for AlcastTechnologies.ca focused on making every aspect of the web site Search-Engine-Friendly. Every page title, internal link and content-heading is the result of an extensive analysis of search data and search trends for their market. For the Aluminum Casting industry, the terms 'Aluminum Casting' and 'CNC Machining' are especially important. These terms are emphasized (with variations and only in relevant locations) throughout the Alcast web site.
Further, each page contains high-quality written language and as specific technical information as possible - describing the product process in detail.
Result: First Place in Google Search Canada
By emphasizing clear navigation and relevant keywords, we were able to see Alcast receive a #1 Ranking for 'Aluminum Casting' in Canada as of 2010. In this case, the .ca domain name, and ocassional use of Canadian-Language identifiers assists the site in ranking well for Canadian search users.
Global rankings for 'Aluminum Casting' are exceptionally competitive and Alcast currently places just under the first page in global search results for most inquiries. At the moment, we're helping Alcast to introduce new, relevant, content to the web site describing their recent aluminum casting work. As long as the company keeps blogging on a regular basis, we expect to see the global rankings increase as well.
Summary of SEO Techniques
The techniques mentioned above follow our mantra of 'good programming, good content and good links' as critical to an effective search engine optimization. We hope this article has been useful to you and your company.
>> Our Guide to SEO Basics