Rescuing a B2B Training Provider from a $25,000 SEO Misstep [CASE STUDY]

The Client

A B2B training provider, whose lead generation hinged on their website’s performance, faced a critical SEO challenge that threatened their digital presence and revenue.

The Project

Initially aimed at boosting website traffic and lead generation, the client’s SEO project took a downturn when the hired freelancer’s lack of expertise became evident. Tasked with enhancing an already decent SEO foundation, the freelancer was expected to elevate the client’s online visibility.

The Challenges

The freelancer’s detrimental tactics included:

• Public Indexing of a Production Site: A grave error that led to the staging version of the website being indexed by search engines, creating duplicate content issues, and confusing potential leads with incorrect information.
• Misguided Focus on Content: The freelancer overly concentrated on adding transition words such as “and” and “then” to website content under the guise of improving SEO, a practice that holds minimal impact on search rankings and does not constitute a comprehensive SEO strategy.
• Security Lapses: Providing unrestrictive access to the website’s backend, compounded by sharing this access with an unknown subcontractor, posed a significant risk to the integrity and control of the client’s digital assets.

These misguided actions not only failed to improve the client’s SEO but also risked their website’s credibility and operational security.

The Solution

Our comprehensive intervention included:

• Immediate Correction of Indexing Issues: We quickly rectified the indexing of the production site to prevent search engines from crawling and displaying the incorrect version of the website.
• Strategic Content Overhaul: Transitioned from trivial content tweaks to implementing meaningful, keyword-rich content and meta-data optimization that aligns with SEO best practices.
• Enhanced Security Measures: Established secure, role-based access controls for the website’s backend to safeguard against unauthorized access and potential breaches.

Additionally, we formulated a detailed SEO strategy focusing on long-term growth, including regular audits, backlink analysis, and local SEO optimizations, all tailored to the client’s specific business needs.

The Results

Our strategic overhaul and corrective actions led to:

• Cost Savings: Prevented a potential $25,000 loss from an ineffective 12-month contract with the previous freelancer.
• Improved Website Integrity: Rectified the critical errors introduced by the freelancer, reinstating the website’s credibility and operational security.
• SEO Performance: While immediate tangible results in traffic and leads require time, our intervention set a solid foundation for sustainable SEO growth, with early indicators showing a positive trend in website engagement and visitor quality.

Call to Action

Don’t let ineffective SEO strategies derail your online success. With our expert team, you can expect transparent, results-driven SEO solutions that safeguard your investment and foster long-term growth.