DAGMAR Marketing

The challenge: Before we talk with a client about prices or proposals, we do some digging to find out what they really need. In Turner Pest Control’s case, initial research pointed to signs that prior SEO tactics had had left them with a Penguin penalty from Google that was negatively affecting search rankings. Our work: We created a penalty recovery program in addition to our other SEO services and were able to show substantial gains in traffic in the first three months. Because Turner Pest Control has locations in several major Florida markets, we developed a content strategy that included adding location-specific content to the client’s website, targeting unique sets of keywords for each market. We rebuilt the company’s pay-per-click (PPC) campaigns from scratch, segmenting the campaigns by time of day and ad groups by services, then fully optimized all campaigns. The result is a higher conversion rate, more efficient ad spend, and greater control over the consumption of the budget. We’ve also set up call tracking numbers that allowed a level of conversion analysis that was unprecedented for our client. Using call tracking numbers and a third-party application, we can clearly segment phone call conversions originating from AdWords mobile ads versus call conversions originating from landing pages. This gives us complete attribution for all conversion types within the campaigns and concrete cost-per-acquisition and ROI numbers for our client. Ongoing PPC management includes frequent monitoring of budget consumption and adjusting according to weekly and daily patterns. Overall, the cost per conversion has been reduced 73% since rebuilding the PPC program. Turner also calls on us to create a diverse range of content, including email blasts and letters to customers, web pages, banner ads, brochures, and more.

The challenge: Our initial research showed that the client had minimal optimization of their website, which we also discovered they did not own. In spite of having multiple office locations, there was no local SEO strategy implemented that would help them strongly compete in each individual market. Site speed, an increasingly important factor for ranking and user experience, was also slow. A look into the client’s Google AdWords campaigns also revealed several critical issues, such as poorly segmented campaigns, loose adherence to targeting rules, and traffic that was wasting the client’s PPC budget on search terms that were irrelevant to its practice areas. Our work: Our technical solutions for SEO included recreating the client’s law firm website on WordPress, implementing the proper 301 redirects, and reorganizing the services navigation menu. We also developed a local SEO strategy, which included best practices such as claiming all Google My Business listings, building citations for the client’s main location, and creating pages for each city the client serves. In addition to regularly monitoring and adjusting SEO performance, we continue to create content focused on the client’s most profitable practice areas and markets to increase the site’s authority and relevance. For PPC, we implemented precise location targeting, set up accurate conversion tracking, merged campaigns where appropriate, and took other measures to maximize the client’s cost savings.