Discover the Heart of Optimization: On-Page SEO, the key to driving lasting free traffic to your target website. Explore our expertise through a compelling case study and witness the transformative effects on the target site.
In this on-page SEO case study, I will demonstrate the need for a website redesign as complexity increases from the simplest to the target websites. Follow along as I explain the process and its significance in achieving optimal results.
On-Page SEO Challenges for a Law Practice Website in a Dense Metropolitan Area
The target website, a Law Practice Website, operates in a highly competitive metropolitan area. Complicating matters, the website had a duplicate version that got penalized during the last Penguin update. As a result, both sites were struggling to rank effectively. In this section, we delve into the on-page optimization challenges faced and the strategies deployed to overcome them.
Website 1
| Keyword | Google.com position |
| denver child custody attorney | 24 |
| denver divorce lawyers | 53 |
| divorce lawyers denver | 55 |
| denver divorce attorneys | 58 |
| divorce lawyers in denver | 60 |
| divorce attorneys denver | 61 |
| divorce attorney denver | 63 |
| denver divorce attorney | 64 |
| denver family lawyer | 67 |
| denver family law attorneys | 75 |
| divorce attorney denver co | 80 |
| denver family law attorney | 81 |
| family law attorney denver | 88 |
| family lawyer denver co | 115 |
| divorce lawyer denver | 116 |
| denver divorce lawyer | 124 |
Website 2
| Keyword | Google.com position |
| denver child custody attorney | 86 |
| denver divorce attorney | 95 |
| denver divorce attorneys | 118 |
| denver divorce lawyer | 148 |
| denver divorce lawyers | 104 |
| denver family law attorney | 181 |
| denver family law attorneys | 173 |
| denver family lawyer | – |
| divorce attorney denver | 88 |
| divorce attorney denver co | 188 |
| divorce attorneys denver | 110 |
| divorce lawyer denver | 157 |
| divorce lawyer denver co | 197 |
| divorce lawyers denver | 107 |
| divorce lawyers in denver | 115 |
| family law attorney denver | 158 |
| family lawyer denver co | 109 |
| family lawyer denver | 192 |
On-Page SEO Challenges Faced:
The first challenge we encountered was content duplication across both versions of the target website. This duplication not only confused search engines but also created a disjointed user experience, affecting the website’s rankings and credibility.
Another significant issue we discovered was the inconsistent presence of meta content throughout the site. With less than half of the pages having proper meta tags, the website was missing out on opportunities to optimize its search engine visibility and click-through rates.
Upon further analysis, we found that both sites had not updated their content since 2013. This lack of fresh and relevant information hindered the website’s ability to engage visitors and attract organic traffic.
Lastly, the website’s backlink profile presented a challenge, as it showed excessive use of exact match keywords in backlinks. This practice is considered spammy by search engines and could potentially lead to penalties and reduced organic visibility.
Addressing these on-page SEO challenges was crucial to unlocking the website’s true potential and achieving substantial improvements in organic traffic and search engine rankings.
On-Page SEO Methodology Utilized:
In tackling the on-page challenges, we devised a comprehensive methodology to ensure the website’s success:
- Consolidation Decision: To prevent Panda penalties and keyword cannibalization, a critical decision was made. It was imperative to either consolidate both sites into one cohesive entity or abandon the less-performing site with a weaker page rank.
- Keyword Optimization: A meticulous content optimization strategy was implemented to better target relevant keywords. Efforts were focused on ranking the appropriate pages to enhance search engine visibility and organic performance.
- Diverse Page Rankings: Instead of solely focusing on the homepage, we strategically spread rankings across other relevant pages. This approach aimed to create a balanced and robust digital presence.
Please note that addressing the imbalanced digital portfolio, while significant, falls outside the scope of this particular study. The primary focus here is to highlight the impactful on-page optimization strategies deployed to achieve remarkable results for the website.
On-Page SEO Process Implemented:
Our comprehensive on-page optimization process followed a strategic approach to achieve outstanding results:
- Intake Assessment: The campaign kicked off with an in-depth intake assessment. This step aimed to identify semantically relevant terms, low-hanging fruit keywords, and Google’s current understanding of the site’s context.
- Keyword Selection: Based on the initial assessment, we carefully selected keywords with existing impressions in the Search Console, search traffic in Analytics, and relevance to the target audience.
- Structural Organization: We assessed the site’s structure and organized contextually related pages together. This approach aimed to improve user experience and search engine crawlability.
- Content Rewriting: To optimize for 40 agreed-upon keywords, we meticulously rewrote content for 10 crucial pages of the site. This process ensured that each page aligned with the targeted keywords and audience intent.
- Meta Titles and Descriptions: All target pages received carefully crafted meta titles and descriptions to enhance their visibility in search results and entice users to click through.
- Content Distribution: Existing rich content formats were strategically distributed across contextually related pages. This approach aimed to improve indexing speed and overall page quality.
- Mobile Compatibility Recommendations: We provided recommendations to address the website’s mobile compatibility, ensuring an optimal user experience across devices.
Through this meticulously planned on-page optimization process, we witnessed remarkable improvements in search engine rankings, organic traffic, and overall website performance.
The Results
The on-page optimization efforts yielded impressive outcomes for the website:
- Within just two weeks post-implementation, the website secured over 20 keywords ranking in the top 3 pages of search results.
- Five months into the optimization, eight out of the 40 targeted keywords achieved the coveted position 1 on the SERPs.
- After one year of continuous optimization, an astounding 70 key phrases ranked in the top 5 positions of the SERPs, with an additional 100 key phrases appearing on the first page of search results.
The success of the on-page SEO campaign led the site owner to make a significant decision. They decided to turn off their SEM campaign as the organic visibility was generating an abundance of leads and calls for the business.
Conclusion
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