Nuts & Bolts - Case Study: MyLLCAgreement.com Reaches Da Top
He learned that some of his best intentions were part of the problem, though. He, for instance, placed about 40 pieces he wrote on an article aggregation site. He found out that he should allow his links on only quality sites that were created to engage people, such as that of a legal blogger. So Bergman stopped helping aggregators and put his content on MyLLCAgreement.com.
Then, beginning with the homepage where most Web surfers would land, he optimized everything on the site for search. The site's defining feature became "LLC Agreement."
In less than three weeks, Bergman's site rose to No. 6 in Google's organic rankings for his keyword phrase. A month later, it was No. 2. Finally in September, MyLLCAgreement.com became the No. 1 organic search result for those who typed "LLC Agreement" into Google.
In January, he really saw the effect of his choice. He paid about $1,800 for pay-per-click search, compared with the $9,000 bill he paid in July 2009. And his guess about increased conversions turned out to be right—January sales were up 25 percent over December's.
Bergman says he also can't discount the more intangible reasons for the increased sales—the level of trust consumers place in organic search over paid, Ditka's popularity and the depressed economy prompting Americans to try their hands at business. Either way, he's happy with the results.