Search Engine Optimization is not always one -size-fits-all. Client goals vary, and a strategy that works well for overall growth may not be a good fit for a business looking to enhance a particular area. In this case study we look at how we were able to serve a client in a more focused way. A highly-specialized laser optics manufacturer, the client was less concerned with driving traffic, and more intent on pinpointing quality contacts. By compartmentalizing our services, we were able to offer the highest value just where the client needed it. As always, we worked to establish a preliminary bill of health for our client in terms of domain rating and URL rating. You can see that in ranking and traffic value left a lot to be desired at the point where we began.

While not our key focus for this client, we were nevertheless able to make some significant improvements to traffic value and ranking.

Here we can see the overall improvements to domain rating from before we got started.

As always, we supported this improvement with a solid foundation of referring domains and pages.

Although an important area of focus for this client was generating contact inquiries, a strong referral base still proved beneficial, as we’ll see later. Keyword rankings remained as important as ever, but our emphasis in this case was on driving traffic from a very specific user segment. More than ever, this was a matter of quality over quantity. Here’s a sample of the search terms we were after:

While not our top priority, our strategy still yielded some growth in terms of visibility.

Remember that our specific goal for this client is not to be seen by as many users as possible, but by the right users. At this point we were able to transition into the next phase: that of developing quality contacts for our client. Our goal for this client was to increase contact inquiries, and we can see the results below. We see most contacts resulting from organic searches. However, we still see an increasing number of contacts as a result of our strong referral base. From March of this year, we see an 83% increase in contact inquiries compared to March of 2021. The work of increasing quality contact inquiries for a highly specialized client is more a matter of precision than volume. In this case, sweeping efforts to drive new users to the site would not have achieved our goal. In order to drive conversion for our client, we had to shift our strategy toward maintaining a smaller set of specialized keywords. This approach best served our client because it attracted the very specific kind of engagement that in this case led to conversion.