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5 Important Reasons to Leverage Case Studies for Your SEO in 2016

Screen Shot 2016-01-26 at 6.45.27 AMYou have come across it. In fact, you have been told this is the only way out for your website to rake in a high return on investment (ROI). Yes, that is how important search engine optimization (SEO) has become in online marketing.

But there is a catch; most website owners and administrators have not yet grasped the art of SEO. It is no wonder then that while millions of sites exist, only a few make a mark in their particular niche. Indeed, there is a good reason why most SEO consultants don’t provide solid case studies. They have nothing concrete to show potential clients.  

Like any other business practice that will up your ROI, you need to appreciate the place of relevant case studies when looking for SEO strategists. Moreover, you need to have more insight on what strategies will be used to increase your site’s visibility and the duration of the campaign.

Search Engine Optimization (SEO) in Brief

You might have basics on SEO but why is your website not ranking on the first page of search engine result pages (SERPs)?  As a website admin, it behooves on you to appreciate what your SEO expert will be doing for you. Not only will you work more seamlessly as a team, you will be guaranteed better results.

But first things first, when you think about search engine optimization, you need to wipe away the idea that you can use shortcuts. About 7 years back, paid SEO was all the rage but with Yahoo, Google and Bing tightening the noose, you must be ready to invest in organic search engine results.

SEO marketing is a discipline driven by professionals who work towards improving your site’s visibility organically. These are experts who have the technical and creative expertise to revolutionize your website by drawing quality traffic thus increasing sales conversion. With more relevant traffic you are bound to witness better sales and your ranking on search engines results will also improve.

What SEO is not

Whatever your consultant tells you, remember there are no two ways about increasing visibility for your website. In fact, you need to remember that SEO is not:

  • Social media: Most consultants will help you gain numbers on social media but if these followers are not acquired naturally, they will fall off the radar and you will be left fighting once more to gain visibility. Social media integration is just one technique for optimizing your website for search engines.
  • Multiple links to your website: This is the pitfall most site administrators fall into.  If your SEO expert insists that any link is a good link, then you are risking your investment. Google and other search engines are now more aware of paid links than ever before.  You will lose your ranking and it will take a lot of time to get back on your feet.
  • A one-off investment: The best search engine optimization campaign should not be an end in itself. Your SEO specialists must emphasize that this is an ongoing project because content must be updated, broken links must be deleted or repaired, and keyword optimization must continue as competition becomes stiffer.
  • DIY project: You might have some IT skills but these are not enough to run a comprehensive SEO campaign. A lot of time and expertise is needed and only a specialist in SEO can help you achieve better ranking.

What Happens Behind the Scenes in SEO?

According to Internet Live Stats, there are 3.275 billion internet users. This highlights the latent potential for search engines. These search engines serve as the traditional directories and if your website doesn’t appear on the first page for the keyword you are targeting, you are in for a hard time.

An SEO expert works comprehensively on your site though you might not have the chance to watch what is happening. Nevertheless, you will get regular reports on what is happening especially when it comes to analytical data showing progress being made through the project.

Some of the specific tasks carried out by these experts include:

  • Site content and architecture review to detect all weak areas.
  • Strategizing on the SEO campaign including giving recommendations on web development and techniques to raise your site’s ranking.
  • Keyword research and optimization to ensure you use the best keywords and phrases for your target niche market.
  • On-page and off-page optimization depending on the evaluation results of your site.

Why You Need to Look for SEO Case Studies

There is a lot more these professionals can offer your website but you need to be wary if they are just providing ranking reports. A good example of a case study that focuses on organic search result was one carried out by Nike Golf during the 2012 season. The goal was to increase visibility but there is a catch here; visibility without sales would not make any sense.

To ensure more sales for the golfing brand, the SEO campaign focused on a keyword strategy by optimizing Meta descriptions, page titles and internal links from blogs.  By leveraging on data, testing, and analysis, it became possible to find a keyword that would actually increase conversion.

The importance of research-driven content optimization proved effective in achieving business goals of Nike Golf. With 250% gain in visitors from non-branded searches, the company was guaranteed more sales.

The lesson? Most SEO campaigns which target branded keywords actually fail though you will find impressive data in the ranking report. These numbers, however, don’t translate into high sales conversion. What’s more, the high ranking you might be looking for might take months to achieve and this might only happen when the top page gets penalized.

These rankings also don’t indicate whether there is money being made in the SEO campaign. In essence, when looking for search engine optimization strategists, make sure you ask for case studies that actually prove these professionals can help your website make money.

Well, 2016 is here and if you want to make a mark using your website, then start looking for solid case studies to prove that your consultant can achieve the results you want.


Lalit Sharma is an SEO consultant who runs an SEO house called Ranking By SEO. He is specialized in link building and other SEO related activities. You can also find him on Twitter, Google+ and his personal blog.

3 12 Tips to Improve Your SEO Ranking

12-SEO-Tips-to-Improve-pagee-Ranking-of-your-WebsiteYou could do several things if you want to improve the search engine rankings of your website. Below are some of the more important Do’s and Don’ts that you should consider if you want to improve the rankings on your website.


Write content that people find interesting and want to share

One of the most important things that you can do, to attract traffic to your site, is to ensure that your website has great content. Without great content that an audience can be engrossed in, your keywords won’t matter for much longer.

Write content that can’t be found anywhere else

It is also important that you generate an audience through organic growth. One of the best ways to ensure that you have organic growth for your website is to have unique website content. If you have content that can’t be found anywhere else, your audience will keep coming back for more.

Refresh your content frequently


Apart from writing great content and ensuring that your content is unique, you need to have fresh and new website content frequently. Because you have created an interest in your content, you want to remain relevant and in your audience’s mind by having fresh content that will satisfy their needs.

Craft good keyword phrases

If you want your website to get noticed at all, you will want to have it high in your priority list, to have keywords or keyword phrases in your content. This doesn’t mean that you should use the same keywords throughout your website; it means that you should at least target a variation of certain keywords that you use on different content.

Use a keyword in your domain or in your website URL

If you can manage to get a domain name that includes a keyword this will be a great advantage towards optimizing your website. If you cannot find a domain name with an optimized keyword, your next best option is to get a keyword in your website URL. Search engines do assign importance to a website based on keywords in a URL.

Consider the keyword density

The keyword density is basically the number of times that you have a keyword in a particular article. Different experts have different recommendations of what this too much. However, it is best to determine for yourself what your audience will feel is too much based on your research.

Make your search terms stand out

After you have determined your target keyword /search phrases you can further highlight your keywords by making them stand out. A good way to do this is to create hyperlinks or using different font color or boldness using your keywords or keyword phrases.

Ask other’s to share links to your page

One great tactic to help you optimize your website is to have inbound links from different websites or sources to your website. The simplest way to do this is to ask other website owners for a quid pro quo, i.e. ask them to share links to your site and you shall do the same for them.


You can do a number of things that will make your website get banned by search engines. Once your site gets banned, it can be very difficult to get back in their good books. Most of the don’ts are more of warnings that will help you not to get your website banned by the major search engines.

Avoid redirecting to a new domain(s)

Spammers have spoiled it for the rest of the website creators. Since spammers are the ones who mostly redirect their audience from one website link to another, search engines often assume that redirects are done with ill intention and it is easy to get banned from search engines for doing so.

Don’t link invisible images

Invisible images are images that are 1 pixel in size; this means that they can be seen by the search engine spider but not by the person viewing the website. If the search engine discovers this, you will be banned because of the misrepresentation.

Don’t link invisible text

The same thing applies to using invisible text as it would for invisible images. Invisible images are usually done by using a font color that is the same as the background, therefore, can’t be seen by the viewer.

Don’t create doorway pages

Doorway pages are web pages designed to have keywords heavily optimized on a web page but are only visible to the search engine spiders and not to the website audience. This is usually intended to fool the website into highly ranking the website. Needless to say that if you get caught and you will sooner or later your website will get banned.


lalit_sharma1Lalit Sharma is an SEO consultant who runs an SEO house called Ranking By SEO. He is specialized in link building and other SEO related activities. You can also find him on Twitter, Google+ and his personal site.