iQuoteShop.com, LLC needed full website optimization and management of a paid advertising campaign to generate property purchase and refinance leads through their network of forms as well as to increase sales on iquoteshop.com. We reccomended a data-driven strategy, using methods to increase organic (unpaid) search rankings, building partnerships with other industry sites and developing an accurate system to track marketing spend to revenue.

Keyword Research

We analyzed which keywords had the highest ratio of searches to competing websites and then used this index in combination with their knowlege of the industry to decide on keywords/phrases we would optimize for. Using the iquoteshop.com homepage as an example, we decided on "online mortgage leads" and "online mortgage lead generation"

Results

A #1 ranking was achieved on MSN.com for "online mortgage lead generation"
http://search.msn.com/results.aspx?q=%22online+mortgage+lead+generation%22&form=QBRE

A #4 and #5 ranking was achieved on MSN.com for "online mortgage leads"
http://search.msn.com/results.aspx?q=%22online+mortgage+leads%22&form=QBRE

A #2 ranking was achieved on Google.com for "online mortgage leads"
http://www.google.com/search?hl=en&q=%22online+mortgage+leads%22

A #4 ranking was achieved on Google.com for "online mortgage lead generation"
http://www.google.com/search?hl=en&q=%22online+mortgage+lead+generation%22

Technique

Their project included the following phases, which is consistent with our optimization process across multiple industries:

PHASE 1: Web Analytics

1. Installing Google Web Analytics to benchmark current traffic sources, quantity and trends.
2. Running traffic rank reports to see where site stands on all major engines for current keywords / keyphrases.

PHASE 2: Analysis and Planning

1. Developing key search phrases and keywords that were appropriate for the market niche – performing geo-location searches and generating industry relevant keyword data. This process takes into account traffic on major search engines for particular phrases and competitors use of particular phrases/words, with the goal being to find frequently searched phrases/words in the industry with a lack of competition.
2. Analysis of these phrases/keywords to include human search patterns and industry specific considerations.
3. Rerunning traffic rank reports using updated keywords to benchmark positions

PHASE 3: Development

1. Consulting throughout the re-design process to include recommendations on page layout / design, image names, HTML code and page names, using techniques designed to improve usability and search engine rankings.
2. Web Development work to include the actual modification of HTML code, page names, and image names using techniques specific to search engine marketing.

PHASE 4: Search Engine Submissions and Paid Advertising Setup

1. Search engine and directory submissions to all major engines and directories using industry best practices.
2. Developing a paid ad-words campaign in Google
3. Setting Google analytics tracking goals to analyze users path through the site and determine which marketing methods are converting to form submission as.
4. A / B page testing to determine which ads, homepage designs, marketing slogans are most effectively converting to form submission or client signups

PHASE 5: Monitoring and Reporting

1. Ongoing monitoring of rankings under target key phrases and keywords in relation to competitors and continually providing changes to keep up with market shifts.

Key figures achieved are 3,375 new client sign ups since 2001 - 704k gross sales in 2006, 2.1M gross in 2005!

Sound like something you would like us to do to your website?

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