This article is the perfect read for companies that want to focus on restoration and remediation, not time-consuming marketing programs such as search engine optimization (SEO). Ben Suiskind, executive director and CFO of All Dry USA, shares how he faced the daily SEO challenge.
The SEO Conundrum
Search engine optimization (SEO), also known as organic search, is something businesses know they need to do. Many companies attempt to do it themselves. After all, how hard could it be? That is exactly the path All Dry USA was on, a provider of restoration services to homes and businesses in Florida and New York. However, we quickly discovered why companies have dedicated SEO experts on staff.
SEO is a moving target. Search engines like Google, Bing and Yahoo! are constantly changing their algorithms and rules on how they rank content in search results. Not only does successful SEO require deep technical expertise, but it also requires the development of content targeted around keywords. Then a company needs to analyze Web analytics and track which phone calls or online leads are coming from SEO efforts to understand what optimization techniques are working. Said simply, SEO is not easy.
So All Dry USA had two choices: hire a dedicated SEO expert on staff, or outsource it, we chose the latter.
Setting Clear Goals Tied to ROI is a Must
Having tried doing SEO internally, we already knew that more time and effort does not always equate to tangible leads. As a result, we knew that we had to create a strategic plan tied to clear goals and ROIs. This meant that our partner had to have the right technology tools to track Website visits, leads and phone calls from our SEO campaigns. In addition, it is important to look for a marketing partner that offers a wide breadth of marketing-related programs such as search engine marketing (SEM), Website management and social media offerings so as your company grows and needs additional services, you can work with a single provider.
SEO Results beyond Expectations
We are ecstatic with the results to date. Within a couple of months, our SEO program was driving just as many leads as our search engine marketing (e.g. paid search) efforts.
- 111% more leads from SEO
- 170% year over year growth in organic search
- A 59% increase in onsite conversation from SEO sources
So take a good look at your SEO. Perhaps it's time to quit trying to tackle it in-house, and leave it to the pros.
Beyond the significant stats, All Dry’s online marketing success has resulted in tangible growth to our bottom line. Since outsourcing the marketing function, we have doubled in size every six months, added a new service line, and opened a new location in New York. When asked the secret to our marketing success, my answer is simple. Great people, make great choices, which leads to great results. Our team’s decision to partner with an outside company for All Dry’s marketing needs has allowed us to focus on what we do best – restoration and remediation – without skipping a beat on the marketing front.