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B2B Search Engine Optimization Case Studies
Acoustics By Design is one of the Midwest’s leading independent acoustical consulting firms. The firm's previous website was designed in Flash and was, therefore, largely invisible to the search engines that tried to index the site's content. In addition, the content of the previous site was not optimized for search engines. Accordingly, the site did not rank well in the search engine results. Searchers typically only found the site if they typed the company name into search engines like Google and Yahoo. "Search engine optimization gives us a huge advantage. We’re a smaller firm, but we compete effectively with much larger ones. When people search for the services we offer, they find Acoustics By Design. Our prospects are diverse—from architects and engineers to building owners to facilities directors and governmental entities—and each uses different search terms to find solutions to their issues. "We make money serving clients, not prospecting for them. SEO lets prospects find us for a wide variety of search terms, exactly when they’re looking for what we offer. That lowers our client acquisition costs dramatically. SEO is, by far, our most cost-effective new business strategy." Kenric Van Wyk, President, Acoustics By Design Like many business-to-business companies and professional services firms, Acoustics By Design's prospective clients search for the company's services using a wide variety of search terms. At first glance, it sounds easy; let's optimize the site for people searching for acoustical consultants. It's not that simple, however. People may be searching for "acoustical consulting", or "noise consultant" or "vibration isolation" or "worship acoustics" or "environmental noise control". The list goes on. Add to that geographical modifiers that people may add to their search terms—such as a state, region, or city—and the keyword strategy for site optimization becomes quite complex. Francis SEO worked with Acoustics By Design to develop the most appropriate SEO keyword strategy for the firm's various services by understanding the company's business and by researching the search terms most used by searchers. This keyword strategy, in turn, drove site architecture and the development of optimized content for the firm's various service offerings. Today, Acoustics By Design's website is found for a host of search terms, not just the company name. In the month following posting of the optimized site, the firm's website achieved the following results:
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