Organic Traffic Increased By 120% In 6 Months

[Musical Instruments Industry SEO Case Study]


"Use these keywords and make my brand come on top of the Google results page"

It is a common statement we receive. However, do note that the degree of difficulty in achieving online search objectives will depend on the amount of competition in the website’s industry.

This SEO case study explores how we were able to achieve top 10 rankings for almost 10 key terms relevant to the client line of business. We employed white-label SEO solutions in order to accomplish this goal and saw a marked increase in website traffic that aided in a higher volume of conversions.

Client Business Snapshot

  • The Client Is In The Musical Instruments Industry.
  • Before Engaging With Us, Their Website Traffic Was Not Performing As Expected. The Key Terms Were Not Ranking On The First Page Of Google SERP.
  • The Client’s Mandate Was Clear. They Needed To Be Seen Above-The-Fold In Organic SERPs And Dominate The First 3 Positions In Google SERPs.

Client Business Overview

The company opened in Ottawa, Ontario, in 2007. Its founder spent many years working as the drum manager at Song Bird Music in Ottawa.

The company helps everyone interested in drums, from a very young beginner to a seasoned pro. They repair and service just about anything related to drums and percussion.

Table Of Contents

The Diagnosis

A thorough study of the keywords used in the client site revealed these interesting insights:

1 – Low SERP rankings for most of the keywords; they were not in the top 10 positions for the key terms relevant to the client’s business, keywords the client was as you can see above.

2 – They have a Google page speed issue, which was negatively affecting their ranking. Google has indicated that upload speed is one of the signals used by its algorithm to rank pages. Slow uploading means that search engines can crawl fewer pages, and this could negatively impact your indexation. Page speed is also important for the user experience. Pages with a long load time tend to have higher bounce rates and lower average time on page. Longer load times have also been proven to negatively affect conversions.

The Solution

Once we had narrowed down the issue affecting Google rankings, we developed a solution to counter these problems specifically.

1 – Keyword research

We did keyword research for relevant terms applicable to the client’s business. This was geared to bring more qualified site traffic and higher keyword rankings on the SERPs.

2 – Blog posts to add value to the readership audience

We focused on improving Google rankings by providing informative blog posts that added tremendous value to the target audience. The keyword-rich content focused on readability as well as an organic rankings boost.

3 – Website content optimization

The home page had quite a lot of content already existing on the site. However, the content wasn’t generating enough SEO juice as they didn’t have enough relevant content. We took some content related to a specific service and created a new page for that service, and then we elaborated on this for the new service page.

Additionally, we identified the problem of keyword stuffing on some of the pages. Since this issue can negatively impact Google rankings, we concentrated on generating fresh content with a higher emphasis on readability and lesser occurrences of the keyword.

The Benefits

The extensive SEO optimization strategies we rolled out for the client saw results that matched client expectations. We were able to boost the website traffic by almost 120%, from 3800 monthly visitors to almost 8,300 monthly visitors.

We now see 10 key terms appearing in the top 10 rankings of Google SERPs, a jump from the existing 10 key terms.

Along with this, we managed to rank 10 keywords in the top 10 rankings. This included the main keywords the client was targeting.

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