Search Engine Optimisation Case Studies
These case studies illustrate two common scenarios. The first one shows what is involved in obtaining good rankings for a Website if there is little competition for the targeted Search Terms. The second deals with a situation where there is a high amount of established competition for these Terms.
The conclusions detail the different approaches that were needed to achieve success in each scenario.
Case Study 1: Low competition.
www.mh-roughcasting.co.uk
Case Study 2: High amount of competition
www.whichfranchise.com
Search Engine Optimisation Case Study 1
MH-Roughcasting.co.uk
Mark Hamilton of MH Roughcasting did not know a lot about the Web. But he was aware of its increasing importance. With this in mind Mark felt that it was important for his Business to make use of this new channel of customer communication.
Below are the positions that Mark's Website appears in Google and Yahoo for the Search Terms shown.
| Search Terms | Google Rankings | Yahoo Rankings |
| Roughcasting | 1 and 2 out of 13,900 results | 1 out of 1,1790 |
| Roughcasting Glasgow | 1 and 2 out of 307 | 1 and 3 out of 299 |
| Peeble Dashing glasgow | 10 out of 10500 | 1 out of 418 |
In spite of returning up to 13,900 results the competition for these Search Terms is still relatively low when compared to the competition in case study 2.
The site was launched in June 2004. However it was not until January 2005 that the Website started to show at all in the major Search Engines. Once it did it ranked almost at the top straight away on Google and Yahoo. This happened because:
- The competition was relatively low.
- It's content and structure were very well optimised for the Search Terms. That were targeted from its inception.
- No tricks were used to try and cheat the Search Engines.
"This Website has made a vast improvement to my Business. At first it seemed like nothing would happen. But then the Search Engines started including the site in their results, and the leads started to come in from all over Scotland. Now I am in the position I no longer need to go looking for business very much - if at all. It all comes to me. The best investment I have ever made" Mark Hamilton. M Hamilton Roughcasting, Glasgow.
Search Engine Optimisation Case Study Two - whichfranchise.com
| Search Terms | Google Rankings |
| Franchise | 3 out of 107,000,000 |
| Franchising | 2 out of 34,000,000 |
These results indicate a huge amount of competition for the Search Terms.
Whichfranchise.com was launched in 2001. Initially, like any new Website, it did not make any great impact in Search Engine rankings. Even though the competition then was much lower than it is now. It was not until 2003 that it started to show in the top positions for popular Search Terms on Google. This was not because of any new optmisation, or mysterious trick supplied by some genius SEO. Rather it was down to a combination of ongoing optimisation, link building, constant addition of new, unique content, and most important of all the amount of time the Website had been in a Search Engine, like Google's, index.
Even today there are still people launching Websites into sectors where there is already a mass of competition firmly established. They then expect their Website to appear in the top rankings just because they have had it optimised. Though, to be fair this probably has more to do with the claims dooled out by dubious SEO companies, than ambition of Internet Entrepreneurs.
"Paul's guidance, knowledge and skills have been instrumental in our success over the past 5 Years.
His knowledge of search engines in particular, and his application of that knowledge to our buiness model has proven extremely effective."
Johnny Sellyn.
Managing Director.
www.whichfranchise.com
Glasgow.
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Because MH-Roughcasting had relatively little competition it was able enjoy success with good rankings relatively quickly. All that was needed was a well-optimised Website, and some patience.
In comparison whichfranchise.com is in a highly commercial market i.e. Franchising. The competition for keywords like franchise is immense. Much more than website optimisation was needed here.
Beyond Optimisation
In scenarios like case study 2 other factors that must be taken into account
are links from other related, important sites, and most important of all; time.
After spending 5 years with a successful .com it is my honest opinion that time is a huge factor in Search Engine rankings. Especially where there is a high amount of competition. Search Engines put such importance on it because time cannot be manufactured. It's the time factor above all else that allows established Websites, in highly competive sectors, to retain their rankings in Google. Time is a significant barrier to any new competitors (even if they don't know it at the time).
Another factor that has to be taken into account when there is high competition is the size and quality of the Website. That is the depth and uniqueness of its content. Whichfranchise has a huge database of content. Far, far more than any of its competitors.
For large ventures its unwise to rely totally on Search Engines for promotion of a Website. In fact if a venture is launched into a highly competitive sector without some money put aside for marketing then like ventures in traditional commerce, that have not invested in promotion, it will most likely be a failure.Sitepoint.com has an excellent article which details, aside from optimisation, what is involved on promoting an Internet venture. It should be obvious after reading this that promoting an online venture is not that different from marketing a traditional business venture.
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