Home Improvement Ecommerce Case Study

Summary

RefractROI employed their skill at Google Penalty Removal, Web Development, Search Engine Optimization, and Paid Search Management over the last three years for our Client. The Client’s business has been almost entirely online for over 10 years, yet depened upon internal development to stay competitive in a vastly evolving competitive marketplace. The Client approached RefractROI to investigate technical issues that they couldn’t explain. Our team identified the issues and assisted the Client in recovering from several separate algorithmmic penalties that nearly destroyed the company. Over the past 3 years, the Client has restored the viability of the business to where it is now thriving again.

The Objectives

• Recover from the Google Penalty caused by Penguin update
• Improve rankings for targeted keyword terms
• Increase targeted traffic to the website
• Increase lead generation from organic search
• Increase lead generation from paid search
• Increase overall revenue for the firm

The Solution

RefractROI identified the causes of the Penguin penalty from the Google algorithm and began to implement remedies which enabled the site to recover its rankings at the next Penguin update. In addition, the firm analyzed the target customer and built out a Buyer Persona profile, a Positioning Statement, and a Messaging Platform to guide keyword selection and content development. Once the target keywords were identified, RefractROI proceeded to optimize the Client’s current website and build content on the site targeted at the Buyer Persona idenfitifed in the initial phase of the engagement.

Simultaneously, RefractROI began its public relations efforts to reach out to relevant publications and blogs to being to develop articles and blogs that would create links. Once the organic SEO and the pentaly recovery efforts were in place, RefractROI implemented paid search advertising with Google Adwords to drive additional revenue.

Services & Results