Client: Inova Solutions is a global provider of real-time performance management and visual communication solutions. Inova’s electronic visual signage systems enable quick communications, contact center performance, and campus security that promote safety with up-to-the minute messaging. Founded in 1984, the company serves Asia, Europe, and the Americas.
Challenge
An in-house marketing team unable to pinpoint causes and solutions for an abrupt decline in website-generated leads within one profit center following a site redesign implemented twelve months prior to engaging the Nick Stone Group (Charlottesville SEO Web Development).
Like many midsize manufacturing companies, Inova Solutions relied exclusively on their in-house marketing team to guide online marketing decisions. But such teams can lack the specialized knowledge to dive deep enough into the analytics, site and server configurations, and pay-per-click campaign data to uncover problems and actionable opportunities for optimizing PPC and SEO campaigns (pay-per-click and organic search).
Solution
An audit to assess SEO and PPC effectiveness:
- Listened to the CEO’s concerns
- Reviewed campaign configurations
- Reviewed server configuration
- Analyzed Google AdWords data
- Studied analytics data
- Examined KPIs
- Examined SEO-goals configuration
Result
A detailed write-up of SEO recommendations that identified a plethora of actionable and easy-to-implement tactics to boost organic traffic.
Worked directly with the firm’s lead web developer responsible for implementing our ideas.
A list of PPC recommendations to improve RoAS (return on ad spend), including one recommendation that was implemented in five minutes and eliminated $25,000 in wasted fees paid to Google every year.
Lesson Learned: Don’t wait for an emergency.
If the company had hired us the first time they contacted us, implementing just one of our many PPC recommendations would have netted 240 times our audit fee.
