Case Study on Search Engine Marketing

There is no shortage of companies claiming to improve search engine rankings. But what does a successful result really look like? This study shows the before and after results for Pat’s Marketing client Dreyer’s Carpet Care.

Dreyer’s Carpet Care History…… Dreyer’s Carpet Care is a family owned and operated business specializing in carpet, tile and upholstery cleaning and restoration services and has been operating in Gainesville Florida since 1979. Current owner Jonathan Dreyer hired Pat’s Marketing for a complete web overhaul as well as SEO services. Prior to working with us, Dreyer’s Carpet Care had minimal web presence and relied primarily on pay-per-click programs to attract web customers Reasons for Undertaking Website Upgrades and SEO

The local carpet cleaning and restoration market in Gainesville, Florida is very competitive with a wide variety of locally owned and national companies competing for market share. North-Central Florida weather conditions, with high humidity, above average rainfall, and a propensity for flooding, translate into a greater need and (often urgency) for carpet care and restoration services than in other areas of the country. Dreyer’s distinguishes itself on its level of customer care, quality of services, attention to detail and serves as an information resource for preventative care. Dreyer’s differentiates themselves in these ways from companies attempting to gain customers based solely on lowest-cost pricing and no-frills service.

Traditionally, carpet care and especially emergency restoration service providers have relied heavily on yellow page advertising, however, today’s consumers are rapidly shifting to doing an online search first instead of reaching for the phone book as they were accustomed to in the past.

SEO Impact on Rankings Results

The objective was top-ranked search results.

Prior to the optimization, the rather generic search terms “carpet cleaning Gainesville” accounted for 4.32% of the site’s traffic.  A month following optimization, the same commonly used keywords search (i.e. with the searcher having no specific company in mind when performing the search) generated 19.28% of the traffic finding the site.

Thus, potential clients searching for carpet cleaning with no specific company in mind as they search are nearly 5 times as likely to land on Dreyer’s site following the optimization.

A search using these terms and similar variations consistently yields top five ranking result with 41.34% of the total traffic reaching the site via organic Google. 

Traditionally, carpet care and especially emergency restoration service providers have relied heavily on yellow page advertising, however, today’s consumers are rapidly shifting to doing an online search first instead of reaching for the phone book as they were accustomed to in the past.

Analysis

Dreyer’s has generated close to $6,000 sales from website in 3 Months SEO Program, at a significant savings off of last year’s marketing budget.  Not only did the number of visitors to the site increase, but potential clients spent significantly more time on the site, viewing three times as many pages and were less likely to “bounce away” to another site.

The full positive impact of the search optimization efforts will require a longer time horizon for complete analysis as the results indicated above represent the results just three month after optimization.

We fully expect these statistics to continue to indicate further appeal and interactivity success for the site, ultimately translating to dramatically increased annual sales for Dreyer’s Carpet Care. 

$$ Savings Report

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