SEO Analysis Ft Myers Beach Tourism

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SEO Case Study Making Investment in Local Search Marketing

This is a true story of one smart businessman and one dumb businessman.  Like a great scientific experiment, we have identical businesses with the same list of services and the same town, just miles apart.  Owner “A” is smart he took nearly all the advice I gave to help his site rank in a high traffic tourist area with lots of competitors competing for those tourist dollars.   We can take two sometimes three different businesses and put them all on Page One with time and proper SEO implementation.

Owner “B” actually never did any of the same advice I gave to owner “A” and after 4 years, Owner “B” is out of the business.   Now I wanted both to succeed, there is enough tourist for both, but Owner “B” never made an investment in Search Marketing.  Can you guess which one made an investment in search marketing?  Update Owner “A” just recently sold his business for a healthy profit.

Let’s Take a look at The Overall Site Search Traffic Numbers

Owner B

We tend to focus on growing local businesses that rank and get found in Organic Searches.  While both grew over this test period of watching one invest in site development and implement new click campaigns.  Sessions in Owner B was 12,392 up from 11,252 sessions.

However, Pages viewed and time on site dropped as precious local tourists looking for things to do in the local area left the site.  Keep in mind both sites were built within months of each other and after a few years, both ranked well with initial site work.

We informed both site owners that a couple of local competitors had upgraded their websites and was losing position on several keywords.  Owner B made no recommended changes.

Over the last year Google has rolled out some great new features for local businesses and we have upgraded our Hosting again.

Owner A

Now just a couple years later after Owner A made nearly all of our website and local SEO recommendations.  He easily pulled away and ranked on Page One for all our keywords.  We added new Hosting, Optimized all content for Page Speed, Image SEO, Booking Software, Site Redesign and New Pages on site.  

Each site was originally built with the same software and hosted on the same servers.  Each site had Social Media and Google My Business platforms as our minimum standards we set these up originally.

Owner A enjoyed around 18,000 more sessions this year and saw a nice increase in new users (tourists).  Pages and Average Time on site were also nicely increased with people booking plenty of Beach Activities like Jet Ski Rentals, Parasailing, Beach Chairs and more.

Total investment for Owner “A” was less than what they pay for a new Jet Ski!  Each goal we set we watched grow nicely till new ownership took over.  Let’s see if they continue to meet the changing environment of Digital Marketing.

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Keith McKenzie is Certified in Digital Marketing with Digital Marketer, Click Minded SEO Certification with a focus on Google My Business Products for the local business owner.  When you own a local business time is precious so we focus on affordable pay as you go Digital Marketing Model that allows you to choose how and what you want to do. Not sure what to do?  We can schedule a free 30 min. Consult to give you some direction even if that is not with our services.  Just contact us via our Contact Forms.

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