Launch of a Redesigned and SEO-Friendly LangPatentLaw.com
My freelance client William F. Lang of Lang Patent Law came to me a few months back and inquired about how he could boost traffic to his website. Working closely with my friend, SEO expert and copywriter Mark Wanczak, we came up with a comprehensive plan on how to improve Lang’s search engine optimization (SEO).
At this point, LangPatentLaw.com had been live for about two years. Enough time had passed to fairly assess the success of the Web site in relation to online measuring metrics. These metrics identify the site’s popularity, searchability and relevance among other Web sites competing for similar traffic. Because of the poor organic search rankings, we recommended choosing a list of approximately 20 keywords relevant to Lang Patent Law’s services and audience.
Once a master list was created, each keyword was analyzed to determine how frequently it’s really searched. SEO efforts focused on keywords that provided maximum benefit to Lang Patent Law by increasing qualified traffic to the site. We developed a targeted list by prioritizing the top 20 keywords. Prioritization is accomplished by comparing the keyword’s search popularity with its level of competition and its relevance to Lang Patent Law.
We now are in the process of developing landing pages for the Web site containing content optimized for each keyword to improve search rankings. Current site content was also edited to assist in the improvement of search engine performance. In addition to creating new landing pages, we recommended a minor redesign of the site to make the home page a source of new and updated content. New content provides an easy way to target other keywords or audiences without having to constantly create new landing pages. A minor redesign of the site’s overall appearance was also done to make the site more welcoming and attractive to new visitors.
This new home page can also serve as a social media marketing tool. As the fastest growing trend in marketing, social media provides an easy, cost-effective way to engage LPL’s target audience using nontraditional resources and methods. William Lang’s LinkedIn account is one example of a social media resource. Others include Facebook and Twitter. We recommended using these channels to supplement a home page blog. We also provided instruction and advice on how to best integrate these social media tools to create a comprehensive, collaborative marketing effort.
Over the next few months we will monitor the site’s traffic and leads as well as continue to launch landing pages focused on the client’s targeted keywords and anticipate a significant boost in traffic.
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