Case Study

Context

As full-time employee, my projects included: Technical SEO ticket management system development, core web vitals optimization, geographic coverage analysis, keyword rank change analysis, title tag testing plan development, sitemap planning, and traffic impact analysis across a portfolio of sites.

Action

For one project, we wanted to understand if we had unique pages targeting the highest converting geographies. To solve for this I developed a full database that joined population, internal conversion data, external geographic data, and SEO rank data. With that database I was able to analyze coverage for multiple sites and find gaps we should fill. This answered questions such as:

• What are our best opportunities for new page development?
• What is our next highest ranking domain so we can prioritize that domain?
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The second phase of this project was to analyze our provider database in those geographies. I built a new set of data that pulled all providers from Google Maps. Next I compared that data to our internal full database, identifying which ones were new. Finally, I hired a contractor to create those new provider listings in SalesForce.

One issue we ran into was that when creating new pages, some areas already had dynamic redirects set up. We took a testing approach where we wanted to see if Google would automatically drop the 404 and 301 redirects. After I submitted these pages to Google Search Console, then the pages were indexed quickly.

Result

Created over 100 new pages unique to the highest converting geographies. All pages ranked in the top 5 after 3 months driving $200,000 in new revenue.