WSI has recently been engaged by Talon Innovations, an ultra-high purity metal machining company in Minnesota. The project began with a Pay Per Click campaign that built a multi-million dollar pipeline in just a few months and provided extremely valuable insights that have been leveraged in the follow-up SEO initiative. The PPC campaign was suspended in order to invest in Search Engine Optimization and institutionalize the benefits of Internet Marketing within the site.
On page optimization is about 50% complete at this time with the targeted keyword phrases:
A significant build out of new pages are planned for the site so that additional keyword phrases can be built into the optimization plan. These incremental pages will be added to the site over the course of the coming months.
An supplementary benefit has occurred as a component of this campaign. SEO optimization forces the careful development of website content, which often brings out additional language that was not previously leveraged. In the case of this project, the site is now ranking for terms like hastelloy machining and machining exotic materials. These are new terms for the site that were included in order to provide a broader description of the capabilities of the client. While these terms were not a part of the original keyword strategy, they have driven new leads and business for the client due to newly obtained rankings for these phrases.
Off-page optimization and regular analytics are also components of the SEO program with the client and are regularly occurring. This effort is all aimed at divesting the clients portfolio of served-markets and mitigating the fluctuations associated with concentrating on a single vertical market.