4 Tweaks to Increase SEO on BTA Roofing Company Website

For a little over 2 years now, I’ve been working full-time at Douglas Marketing Group as an online marketer. Part of my job description as an online marketer is to develop search engine optimization strategies for new and existing clients to help increase their search engine rank position, traffic, lead generation and of course customers and clients.

One of the companies I worked with recently was a commercial roof consulting company head quartered in Michigan called BTA or Building Technology Associates. They work closely with facility managers and businesses across the United States on ensuring their roof is in tip-top shape.

When I first started working at DMG two years ago, the website had already been designed and in production so I didn’t have much say on the overall strategy of the website. About 6 months after the site was launched live, they noticed that they were showing up for a few of the keywords they targeted, but not as many as they liked. They asked me to take a look and offer up some recommendations on how to better target their website towards their audience. Below are 4 tweaks I recommended to help increase their position in the search engines.

1. Optimize the title and description META tags on each page of the website – BTA had done a good job optimizing most of the pages on their site, but they missed several of the “secondary” pages. Another somewhat crucial mistake was the mismanagement of the tags on the homepage. I recommended they change the META tags on the homepage with a better more specific selection of keywords which better targeted their key audience.
2. Add more text-based content to the homepage of the website – Again, while the website featured a small snippet of text-based content on the homepage, it wasn’t nearly enough. I recommended they add at least 2 or 3 full paragraphs of text content that people will want to read. Information about their commercial roofing services, links to tips and money saving information – basically anything that the user will find useful.
3. Targeting lead generation pages – This one doesn’t have as much to do with overall SEO as the others however it was still a big factor in improving rankings for specific pages. Creating pages geared towards their keywords i.e. “emergency-response.aspx” which offered information on the spot was a big part in optimizing their site for their secondary keywords.
4. Guest posting – Many people who work in SEO aredown on guest blogging but I feel if done properly it can still be an asset to any overall SEO strategy. Guest blogging takes quite a bit of work but the results can be very beneficial. I had BTA contact similar sites to theirs (competitors excluded of course) and ask them if they could write a guest post on their blog. Then write a blog post that relates to your business and helps their users/readers as well. Be sure not to stuff the backlinks to your website with keywords and also be sure to make your blog make sense. You wouldn’t believe how many guest blog posts I’ve seen that either make no sense, don’t relate to the website at all or are just overall garbage.

Summit Mobility Products Web Marketing Recommendations

It's been quite awhile since I updated my blogspot with a post, but I've just been so busy with work, family and other responsibilities lately, that I just haven't had the time. In fact, it's been so long since I posted here that I literally had to figure out how to use this new interface to post again!

Anyway, I wanted to come on and talk about one of the many projects I've been working on lately. The company is called Summit Mobility Products. They are a durable medical equipment supplier located in Michigan. They sell new & used mobility scooters, ceiling track lifts, bath aids and much more to the elderly, disabled or really anyone who is in need of durable medical supplies.

When they came to me asking for web marketing recommendations, I suggested several things to help increase their online sales; 1) Proper Use of Google Adwords, 2) An SEO Plan and 3) Improvements to the User Experience. Each recommendation came with a formal right up which I won't share with you here, however I will give you a brief overview of what I suggested.

1) Proper Use of Google AdWords
They had dabbled in Google AdWords themselves for months and weren't achieving the results they'd like. I suggested pulling back on the amount of money they were spending daily on ads and try to focus more on SEO. With the little money they were still spending on ads, I made suggestion on which keywords would be worth buying and which weren't. There were even some situations where they were ranking organically for results, and still buying those keywords.

2) An SEO Plan
I put in a basic SEO plan which helped improved their on-site content as well as their META information. We selected several keywords to focus on and a few longer tail keywords as well. I optimized as many of the header tags as I could and then created a plan to update the site regularly with fresh content. As you can see from the homepage, we've also added quite a bit more text to each page.

3) Improvements to the User Experience
One of the biggest flaws in their plan was in their "Cart" execution. This is still something they're improving upon. As you can see when you try to buy one of these new or used mobility scooters, the cart process is a bit tedious and long. Not to mention the fact that the "Add to Cart" section is located at the very bottom of the page.

So far, it's been about a month and we're already seeing a vast improvement on last month's sales. The Google AdWords click through rate is a lot better and people are starting to find the Summit Easy website through organic results.

I will be back with another update in a month or two with progress reports.

Thanks for reading!