Nuts & Bolts - Case Study: MyLLCAgreement.com Reaches Da Top
Challenge: Optimize search results for the keywords
Solution: Increase organic search optimization efforts, decrease paid search and optimize Web site content for organic search.
Results: Within two months of instituting the changes, MyLLCAgreement.com moved from the second page of Google's organic search rankings to No. 1. As of press time (in early March), the site was the top-ranked organic search result for "LLC Agreement" on Google, Yahoo and Bing.
While Da Coach's endorsement of MyLLCAgreement.com helped in other respects, it had no bearing on what keywords the site's owner wanted to optimize. A month before taking on former NFL coach Mike Ditka as the site's spokesperson, MyLLCAgreement.com President Adam Bergman hired a firm to help him gain top organic search rankings for "LLC Agreement."
The New York-based online provider of customized LLC operating agreements had a nearly identical name to the search term Bergman wanted, plenty of content relating to what the site sells, and a contract with a search firm for paid and organic search optimization. But the site's keyword searches still were landing on the second page of Google's organic listings.
So when Bergman hired New York-based search engine optimization company FirstPageSage.com in July, it was with the understanding that he'd get top ranking for the one term he cared about—"LLC Agreement." (Optimizing for Da Spokesperson, for instance, wouldn't have necessarily yielded those interested in buying operating agreements.)
Plus, Bergman noticed that organic searches resulted in more conversions than paid search. So he decided to sink his efforts into organic and bring his paid search in-house, cutting down on a bill that sometimes reached $13,000 a month for Google and Yahoo pay-per-click programs.
Bergman already had many best practices in place. The former tax lawyer writes articles, blogs and press releases; is on the "expert panel" on YoungEntrepreneur.com; answers questions on StartupNation.com; and twitters, too (@myLLCagreement).
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.