What was the scope of their involvement?
The initial main focus was on how to properly structure the website’s UX and its content, in order to deliver the best we possibly could in terms of SEO rankings, and provide the best possible experience for people navigating through the site. We went through a design phase in which we identified the key words we wanted to rank for. Bruce Clay coached us on this, and began to develop the architecture for the site so that we could decide how to properly align products so that they would rank organically.
From that point forward, we began development of the website, with Bruce Clay’s team helping us refine and adjust the way in which it was formatted. After the launch, they were instrumental in evaluating and looking for enhancements, things which we may not have expected.
Bruce Clay provided the architecture for our site, in terms of which pages are linked to others, how the overall site was laid out from a technical standpoint. They built a linking theme which a search engine like Google could understand and attribute value to. We handled the graphics and color palette
Keyword research has been important, first and foremost. Having a team that has repeatedly and consistently developed a process they understand and that works for identifying keywords and moving through the process of which page we want to rank, and how we’d make that happen. They provided understanding of Google best practices. In-house marketers and IT people are inundated all day long with many different projects and concerns, so having a team which is in touch constantly with what’s coming next, like the concept of mobile first, is important. It won’t be long until we’ll see an effect of Google changing to mobile first, so having someone looking down the road for us and anticipating those changes, helping us get ready for them, not only through the design of this project but in terms of an ongoing relationship, is really important.
Bruce Clay has also provided technical expertise on how the website should work. We have continued to work on SEO, which is a full-time job. Bruce Clay will remain with us in some capacity, coaching and advising us.
As we moved through the SEO project, we realized that we needed help with our paid ads, particularly Google Ad Words. We were able to use Bruce Clay’s services for this. They have a solid team which is able to help companies like ours manage and operate these types of campaigns. We were quite pleased with them.
Bruce Clay has an excellent program for training marketers on how to understand and practice SEO. Our teams, from IT to marketing, have gone through that program more than once. We like to undergo both the basic and advanced SEO course every couple of years, just so that, at least during that period of time, we will be able to keep ourselves somewhat up-to-speed.
I am also looking forward to working with their content people, particularly from a social media standpoint, but it’s not something we’ve been able to do so far.
How did you come to work with Bruce Clay?
Our first contact with Bruce Clay was at SMX East in New York. We were researching everyone we could find in the SEO space at the time, but the one interaction we had with Bruce Clay was enough to convince us that they were absolutely the leaders in that market. Once we spent a bit of time with the team, we understood just where their value was.
What is the status of this engagement?
I believe we started working with Bruce Clay around December 2014.