One of the largest website hosting companies in the world
The client had, for years, accumulated websites: they had acquired several other hosting companies with strong brands and decided to keep the brands going. Their marketing department had also built many micro-sites over the years; nearly one for every promotion they had done over the years.
They knew that SEO strategies were changing and were certain there had to be a way to improve all of the individual sites as well as tie them together better. They asked us to help untangle the knot.
The largest challenge was to grasp all of the websites the client had and determine how they were related, which were necessary, and which were expendable. This required close communications with the client’s marketing department and patience. We were lucky that our main contact in the marketing department had a strong technical background and was able to take our information and suggestions and present them well to the client’s management and IT team.
A second challenge was working with the client’s IT team. This, again, required a lot of patience, close communication, and actual teaching on our part. The IT team had a degree of skepticism of what we were asking of them and doubted the effectiveness the changes.
We started by analyzing the client’s four most important sites. We analyzed them from an on-page perspective, on-site perspective, and their back-link profiles. While working on these projects, we began to formulate ideas on how all of the client-owned sites could begin working together. We met with the marketing department often and worked closely with them in developing the strategies we would implement.
One large project we helped the client with was their blogging efforts—we trained their writers to blog more strategically and with more emphasis on SEO. We were able to implement many on-page and on-site improvements on all four of the main sites. After that process was completed, we were able to begin making improvements on some of the lesser sites and, most importantly, to begin working on how the sites linked to each other.
We worked with the client for one year, and in that short time we had a large role in tripling their back-links from 4 million to 12 million. This was done largely though all of the on-site SEO and off-site SEO work we did. The search engines then had more reason to dig more deeply into the sites and found more and more links.
The client’s authority with the search engines increased tremendously and the organic traffic to all of their sites greatly increased.