The author's views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.
Content marketing and optimization are crucial parts of any respectable online marketing strategy. Without content, how does your target audience know who you are and what you’re offering them? Without content optimization, how do you expect that audience to notice you at all?
For my team at Tao Digital Marketing[1], our work with AFG Law goes to show that results can be achieved by focusing on creating the right content for the right audience. In this case, we saw:
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Leads increase from 306 to 840 (174%)
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Increased impressions from 1.44m to 3.57m (148%)
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Increased clicks from 17.5k to 55.5k (217%)
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Clicks on top page increase from 8,549 to 30,419 (255%)
By making strategic changes at the right time and focusing our efforts on optimization, we generated these positive results — and so can you!
Objectives
The objective of any SEO work is ultimately all the same: to increase leads and generate sales.
We wanted to improve the customer journey through the sales funnel, all the way from "reach" (through pieces of content that would help potential clients), down to engaging with AFG Law by contacting them for legal assistance.
When we first spoke to the client, we discovered that the only way they were tracking leads was by verbally asking customers how they found out about them, which they would then enter into a CRM system. To address this gap, we wanted to provide tangible evidence that would help them see exactly where the customers were coming from, and the journey they took along the site.
We took AFG on as a client in April 2020, but naturally, results started to