Case Studies

These are stored and prepared for your resource and reference to get some in depth insight into our clients, how we engage, operate, and complete our campaigns in order to get the kind of results that you want to know about and are willing to pay for.  

Merrick Surgical Supply

CLIENT

• Merrick Surgical Supply is a family owned and run retail operation in Merrick, Long Island (New York) specializing in medical and surgical equipment for seniors, infirm, and injured recovery patients.  They came to Need SEO in 2011 with a basic website that needed reconstruction, design,  and optimization. They were not ranking for any keywords organically and had only a local community reach to their targeted audience found through word of mouth and mailings.
• Need SEO was engaged to expand their organic search traffic recognizing that there was an urgent need for online cultivation.  The goal was to gain more customer traffic and recognition for their brand and product selections.
• Need SEO’s goal was to spread their online reach and develop their marketing capabilities digitally and for their pedestrian traffic.  Additionally, the plan was to take them as a community retailer and enable them to develop into more of an eCommerce establishment that could sell to a wider range of audiences in different locations throughout the Tri-State region of New York.

PROBLEM

• We researched deep into their presence and data and found that the majority of the customers were local in their town. They needed a better website and online experience that catered to their targeted audiences.  Since senior citizens were most of their clientele, we recognized that this audience may not have been so computer literate but the spending audience on their behalf were Boomers that were.  A full website redesign was needed, both from a user experience and a branding vantage point.  
• At the time of the initial engagement, Merrick was selling many products without any specific plan to boost their highest margin big ticket items.  Their short term plan was to develop a larger customer base who were by and large repeat customers. With local hospitals and healthcare facilities in their neighborhood, their role as a supplier to locals was important.  
• Customer service is a cornerstone for Merrick’s presence however there was no active review collection process by the owners.  They also ran into challenges with reviews that were not so complimentary.
• Merrick did not have a webmaster to help with the development of the website design nor any means of formatting content. 
• Most of their sales tracking and productivity analysis was pretty “seat of the pants”.

SOLUTION

• Need SEO proposed a number of needed initiatives while keeping in mind that the Client was seeking higher physical traffic that was translated from better online rankings.
• The website redesign was the initial starting point while also building in the meta tags, headers, and necessary on-page content needed for greater searchability and enhanced audience experience.
• Local listing and consistency in NAP info across citation and directory platforms was done.
• Internal linking of pages to gain relevance was instituted.
• A dynamic review process was put in place along with a means of addressing negative comments.
• Establishment of a Youtube campaign with an SEO strategy for videos and interviews was launched.
• Press releases were written for various products and events that were pertinent to the Client with articles sent to high page authority parties i.e. CNN, WSJ, Huffington Post, etc.
• 6-9 months enabled us to gain a larger geographic reach while adding to the Client’s Domain and Page Authority.
• Client reached out for a higher conversion campaign in 2016 and Need SEO developed a paid ads campaign on Google and Bing.  Within 3 months, sales revenues tripled to 300% of where they were at the campaign’s inception.
• Need SEO targeted Lift Chairs, hospital beds, and mobility scooters that were each approximately a 60% margin of profit for the Client with high dollar values.
• These campaigns included branded campaigns of competitors and enabled the Client to expand their reach to a 100 mile radius of their location.
• Increased images and their internal linking.

RESULTS 

• 300% increase in sales revenues
• 350% increase in organic conversions
• Expanded relevant keywords from 5 to 50 over Client term
• PA of 90 and DA of 44

TESTIMONIAL 

Air Animal Pet Movers

CLIENT

• Air Animal Pet Movers was created by Dr. Walter Woolf in 1977 after having studied veterinarian medicine and serving as a respected vet at Woolf Animal Hospital since 1961.
• In 1977 Dr. Woolf recognized that the transportation of animals was direly needed by a practice that understood animals extremely well. He co-ran his veterinarian business along with starting the relocation service of pets simultaneously.
• Client had retained the services of an online marketing company that was doing SEO and another that was doing PPC.
• Need SEO was approached in the Fall of 2018 to run both the SEO and PPC campaigns as the Client was seeking better organic results and a higher ROAS (Return On Ad Spend) in their PPC.

PROBLEM

• IPATA, Pet Air Carrier, Animal Airways, Pet Travel Transport, Delta Airlines, and UPS were the major competitors when we discussed their desire to gain market share from this competition. IPATA was clearly ahead of the field in this industry.
• The Client, Air Animal did not have a command of what their prior agency was doing and what was being achieved.  Transparency was a big problem.
• Reporting and data capture for budgeting and planning was absent and needed structure.  The Client wanted to have a better handle on the sources and uses of funds.
• Client was seeking a better ROI or ROAS (Return On Ad Spend) and quantifying the results.
• There were many PPC ads that were launched without an understanding of efficiently managing the Google Ads.

SOLUTION

• Need SEO conducted a comprehensive On boarding process with a detailed interview with the Client’s principal and marketing consultant.
• Data and information was gathered as to what was the ultimate goals, what had been prior and how they envisioned fixing the past issues.
• We laid out the blueprint for our analysis, task functions and schedules, and reporting itinerary with a regularly scheduled follow up meeting to detail the tasks at hand and their completions.
• Competition identification- We reviewed which competitors were leading the market share and how we would position them for branded campaigns as well as reviewing the competition’s keywords, links, and success performance on KPI’s used and respected in the industry.
• Website Quality Audit was conducted that enabled us to present the metrics data and how our proposed solutions would address the improvements required.
• Keyword research was run and analyzed relative to the competition and where implementation of those that Client did not use could be incorporated in its on page and off page content for SEO relevance.
• Development of internal and external links along with press releases and newsletter publications that provided search “juice”.
• The PPC campaigns were cleaned up to redesign the campaigns, ad groups, and ads.
• There were ad extensions added that were specific to the targeted audiences that the Client wanted.
• Quantifying the conversions with Call Tracking and and more comprehensive conversion tracking was employed.
• Understanding the cost benefit of what was measured to determine an ideal conversion was instituted.

RESULTS

• Averaged 40 Calls a month
• CPA (Cost Per Aquisition) down from $2.68 to $0.72  %
• CTR (Click Thru Rate) Averaging 7.57%  Industry average is: .98%  A 677% differential
• Raised monthly conversions up 700 fold

Data Chart:

Law Office Of Knox and Belcher

CLIENT

• The Law Office of Knox and Belcher (Client) came to Need SEO seeking help in the area of family law operating in the Tampa Bay communities.
• The two principals had most recently left a much larger law firm in the region and went off on their own, seeking a more custom and boutique atmosphere and practice.
• Recognizing the competitive nature in organic search engine results, they journeyed into the Google ads arena and launched their own account to try a Pay Per Click campaign.

PROBLEM

• Unbeknownst to them while travelling down this path, they started a Smart Campaign which had no direction nor did it serve their purpose of reaching their targeted audiences.
• Their names were also being branded by their former firm and used for ads by that firm when people searched their names.
• Therefore, when they left the firm, their former clients were searching them and going right back to the former law firm that they had left.
• As a newly formed partnership, the Client was struggling to gain search traffic and new audiences that were looking for family lawyers.

SOLUTION

• Need SEO conducted a comprehensive interview with the principals gaining an understanding of the journey and past that they had experienced.
• We requested to see their existing Google presence and ad campaigns that were set up.  Once accessed, it was clearly obvious that the Client could use a very in depth analysis and structure to their PPC (Pay Per Click) campaigns.
• Need SEO conducted a keyword search for the area of family law, child support, modifications, and paternity suits.
• We set up an Expert Mode campaign on Google Ads which is a professional account that enables managers to deeply structure campaigns, ad groups, and ads with all of the settings and metrics required for a competitive participation.
• The geographic and demographic targets were established to only show our ads in the zip codes of their Tampa Bay regions that their cases could be handled.
• Set up branded campaigns to gain search results for Client’s names and principal references.
• In designing the ads, we sought to niche down the targets instead of using generic ads.  i.e. men vs women ads that spoke directly to each target.
• Language settings and competitive bidding strategies were employed to gain a more efficient ad spend and conversion rate that saved the Client money and gained a maximum ROAS (Return On Ad Spend).
• The queries were reviewed and built out the keywords in each ad group and campaign then set up for match types appropriate to the queries.
• Separation of negative keywords were important to keep the spend limited to only appropriate queries.
• Implementation of Call Tracking and Conversion forms:
  • These were added to give Client metrics and tools for follow up for inquiries on a timely basis.
  • Support staff tools
• Development of Ad Extensions and Rich Snippets
  • We capitalized on the use of Site links, Call Extensions and Callouts
  • Rich Snippets were employed to gather a wider and more robust reach with search queries.
• Employed a regularly scheduled reporting to Client with dashboards and a review of monthly results.

RESULTS

• Undertook the entire Google PPC campaign: Wrote all ad copy, keyword search efficiency, and managed ROAS.
• Client saw a 5 fold increase in conversions and customer retention and response to Google ads.
• Client enjoyed full transparency of information and campaigns managed.
• Increased budget spends and management fees as a result of successful performance.
• Revenues increased 3x in 3 months and maintained an increase in client responsiveness.

TESTIMONIALS

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