Unlocking SEO Strategies: Lessons from an MSP Case Study

Table of Contents

• Introduction
• Background of the Case Study
• The Good: A Great Looking Site with a Rebranding Strategy
• The Bad: Losing Rankings and Traffic Value
• The Ugly: The Impact of a Poorly Designed Website
• The Importance of a Strategy vs. Tactics
• The Solution: Rebuilding and Refocusing the Website
• The Role of an SEO Strategist
• Beware of Influencers and Vanity Metrics
• Conclusion

Introduction

In this article, we will delve into the case study of a Managed IT Services Company, specifically their website redesign and the subsequent impact on their SEO and overall online presence. We will examine the Good, the Bad, and the Ugly aspects of their approach, and highlight the key lessons that can be learned from this experience. Moreover, we will discuss the importance of having a comprehensive strategy in place rather than relying solely on tactics, and the role of an SEO strategist in guiding a company's marketing efforts. So, let's dive in and explore the world of SEO in the context of this case study.

Background of the Case Study

Before we delve into the specifics, let's provide a brief background on the case study itself. The company in question is a Managed IT Services Provider (MSP) with a revenue range of five to ten million dollars. They recently underwent a website redesign and rebranding effort, showcasing a visually appealing site and an increased focus on social media, video content, and even plans for a podcast. While these tactics show promise, they failed to consider the underlying strategy required for a successful online presence. As a result, the company experienced a significant loss in rankings, traffic, and credibility with Google.

The Good: A Great Looking Site with a Rebranding Strategy

First, let's acknowledge the positive aspects of this case study. The company's new website is visually impressive, reflecting a successful rebranding strategy. The site incorporates modern design elements, creative visuals, and emphasizes social media engagement. The addition of video content and plans for a podcast demonstrates a forward-thinking approach to digital marketing. These initiatives are steps in the right direction, highlighting the company's commitment to adapting to the evolving digital landscape.

The Bad: Losing Rankings and Traffic Value

However, despite the impressive visuals and rebranding efforts, the company experienced a significant decline in rankings and traffic value. They went from generating a substantial organic traffic value of around twenty thousand dollars to effectively zero. This decline indicates not only a loss of visibility but also an erosion of credibility with Google. As a result, the company's ability to attract organic traffic and convert it into leads and sales was severely compromised.

The Ugly: The Impact of a Poorly Designed Website

One of the primary culprits for the loss of rankings and traffic can be traced back to the website redesign itself. Instead of investing in a custom WordPress website tailored to their unique needs, the company opted for a pre-made theme, designed for mass resale. While pre-made themes can work in certain cases, they often lack the flexibility and optimization potential of a custom-built site. Considering the size and revenue of the company, a custom website should have been the preferred choice.

The consequences of this decision are evident in the traffic value graph, where we see a sharp decline after the new website went live. This decline highlights the importance of having a robust and strategically designed website as the cornerstone of a company's online presence. The website should serve as a marketing hub, accumulating expertise, authority, and trust while acting as the main referral source for all content. Unfortunately, in this case, the website became a digital brochure, lost in the fragmentation of the company's marketing tactics.

The Importance of a Strategy vs. Tactics

The aforementioned case study underscores the significance of having a well-defined strategy rather than relying solely on tactics. While tactics such as social media engagement and video content creation are commendable, they do not guarantee a successful online presence. A strategy provides a roadmap for integrating these tactics into a cohesive and purposeful marketing approach. Without a strategy in place, the company's efforts risk becoming nothing more than sporadic and disconnected actions, lacking a unified direction.

The Solution: Rebuilding and Refocusing the Website

To recover from the loss of rankings and traffic, the company needs to take specific steps to rectify the situation. The first step is to keep the design but rebuild the website from scratch, utilizing the data from the old site to preserve any historical SEO value. It is crucial to ensure the proper implementation of redirects and focus on the EAT principle—expertise, authority, and trust—which plays a vital role in Google's ranking algorithm. Furthermore, the company needs to shift from a fragmented marketing strategy to a defragmented one, utilizing a content calendar based on SEO research rather than creative brainstorming. By turning the website into a marketing hub and a publishing platform, the company can consolidate its efforts and establish itself as an industry authority.

The recovery process will likely take three to six months, considering the time required for the reestablishment of rankings and the impact of the implemented changes. However, over time, following these recommendations should lead to the restoration of lost rankings and an increase in organic traffic.

The Role of an SEO Strategist

This case study demonstrates the importance of involving an SEO strategist when embarking on any website redesign or marketing strategy change. Hiring an SEO strategist ensures that your company's online presence is optimized for search engines and aligned with your business goals. An SEO strategist possesses the expertise to identify and address any potential pitfalls, providing valuable insights that can significantly impact your overall marketing strategy. Collaborating with an SEO strategist can save time, money, and mitigate the risk of losing valuable SEO equity.

Beware of Influencers and Vanity Metrics

In the world of marketing, it is essential to be cautious when seeking guidance from influencers or relying solely on vanity metrics. Influencers who excel at building their personal brand may not possess the skills or expertise required to replicate their success for your company. It is vital to focus on finding a marketing professional who can analyze your specific needs and provide comprehensive guidance. Working with an experienced strategist who can develop a tailored program and tie all aspects of your marketing together is crucial for long-term success.

Conclusion

This case study serves as a cautionary tale and a valuable learning opportunity for companies navigating the complexities of online marketing. It is essential to approach website redesigns and marketing strategy changes with thorough planning and a solid strategy in place. By prioritizing a custom-built website, focusing on SEO principles, and involving an SEO strategist, companies can avoid the pitfalls experienced by the MSP in this case. As we move forward in the ever-evolving digital landscape, let us remember the importance of strategy, optimization, and a holistic approach to marketing, ensuring long-term success and growth.

FAQ

1. What is EAT, and why is it important for SEO?

   • EAT stands for Expertise, Authority, and Trust, and it is a vital concept in SEO. Google places a significant emphasis on these factors when determining the credibility and rankings of websites. Establishing expertise in your industry, showcasing authority through high-quality content and backlinks, and building trust with positive reviews and testimonials are all crucial for improving your SEO performance.

2. How long does it take to recover lost rankings after a website redesign?

   • The timeline for recovering lost rankings after a website redesign can vary depending on various factors such as the extent of the redesign, the implementation of SEO best practices, and the competitiveness of the industry. In general, it can take anywhere from three to six months to see significant improvements, although some positive effects may be observed earlier.

3. What is the role of an SEO strategist in a marketing strategy?

   • An SEO strategist plays a crucial role in guiding a company's marketing strategy, ensuring that it is optimized for search engines and aligned with business goals. They analyze the company's online presence, identify potential issues, and provide recommendations to improve visibility, rankings, and organic traffic. Additionally, an SEO strategist continuously monitors industry trends and updates in search engine algorithms to adapt the marketing strategy accordingly.

4. Why is a custom-built website preferred over a pre-made theme?

   • A custom-built website offers greater flexibility, optimization potential, and uniqueness compared to pre-made themes. It allows for a tailored design and structure that aligns with the company's specific needs and goals. Custom-built websites also tend to perform better in terms of SEO, as they can be optimized for speed, user experience, and search engine visibility.

Resources

• Kansas City SEO