Case Study: Lennox International
Despite being a nationally recognized company, Lennox’s website traffic was not at the level it should have been. Vizion Interactive delivered search engine optimization consultation and recommendations for each page of the Lennox.com website. Consultation included competitive analysis, keyword research, and content gap analysis.
Why Choose Vizion?
At Vizion, we provide a level of consulting expertise that is unmatched in our industry. Our experts are self-confessed SEO nerds, but the label doesn’t bother us. Our enthusiasm for SEO truly has no bounds, and we are ready to share it with you. When you work with us, we treat you like a member of our team, not simply a client. To do it, we help you understand key performance indicators that prove how effective our collaboration has been. These KPIs act as a wonderful yardstick for measuring ROI and giving you the data you need to prove our consulting services are worth it. Your business is our business, and we strive to demonstrate that we care as deeply about it as you do.
As an independently owned business, we know that the experience of running a company is much different than the idea of it, especially for small or local businesses. We use this understanding as a guidepost for our methods because there is nothing worse than getting cookie-cutter treatment when you are a unique business. We will tailor our SEO consulting services to your specific needs to ensure that the project doesn’t just work; it works for you.
This tailored approach manifests in a few different ways. The first opportunity for our personalized approach comes in the variety of offerings we have for your business. Whether you want a total site overhaul, platform changes, redesign, or simply an SEO audit, we can personalize your project to be the size and scope that fits your company’s needs. The second opportunity for personalization comes in the form of business insights and actionable recommendations to achieve your goals.
Though the steps for each consulting project will vary depending on your unique company and goals, we do have a general process that we follow. These steps guide us, but they never define our collaboration with you or our ability to personalize your project.
As the name suggests, our onboarding session is where we get the ball rolling on the basics of your project. We generally begin this step with a kickoff call between your team and ours to begin our collaboration. We have common questions that we like to ask of you that help us get to know your business, competition, and industry positioning, as well as your business and marketing goals.
We also want to understand how recommendations are implemented as well as the internal processes and resources you have available so our SEO consultants can put together realistic project plans.
Though we’ll get the general story from the onboarding meeting, we will need to do a series of in-depth SEO audits and analyses to better understand where your current website stands, to establish a performance baseline.
We’ll go through technical SEO aspects of your website, find where your content is strong, where there are gaps, and how your links perform, both on-site and off. We will also audit the competition to better understand your place in the industry, where you can improve to remain competitive, and where you are already exceeding industry standards.
Once we have a good idea of where we are beginning, we will create a custom SEO strategy for your website. Generally, this starts with information architecture, where we can begin to visualize the process. Overall, this is where true content optimization begins to take form.
A key component of this process is keyword research. Without the specificity of research, keywords often fall flat in the SEO world. We take time and effort to discover precisely which keywords will have the most significant impact on your website and align with your target customers.
Once we have optimized the content on your page, it is time to increase traffic with our link building services. We use a blend of techniques to build links that include an outreach program designed to acquire links from digital PR, branded mentions, evergreen content, high domain authority sources, and a variety of other content on the web. Truly effective SEO and link building involves building resourceful content that resonates and encourages other sites to link to it. We strongly believe in the concept of link earning which attracts links from shoring up content gaps and publishing expert content.
After promotion, we check in with our progress. We use Google Data Studio, search insights, business insights, and a custom SEO reporting dashboard to assess how our efforts are paying off so far. We check back in with our goals from step 1 and ensure that we are on track to meet or exceed them.
Rinse and repeat. SEO is never finished, and we are never content with anything less than perfect. Once we’ve reviewed our progress, we tweak and change whatever we can to make your website more effective. As competitors and the industry inevitably change, so will the tactics for your SEO strategy. The work is never finished, and we are proud to say that we have clients who have been with Vizion for more than 14 years.
What Is SEO Consulting?
SEO Consulting consists of engaging a professional to provide services related to the optimization of your business’s organic or “natural” presence in search engines. Services are typically engaged on a project basis, an hourly rate or monthly retainer. These services can range from technical consulting on aiding your website’s ability to be accurately crawled and indexed, site structure and taxonomy, content planning or establishing trust via link outreach or digital PR services.
What to Ask SEO Consultants
When you look for an SEO consulting company, there are several important questions you’ll want to ask before committing. These include:
- What is your strategy for improving ranking? Though they might not get into details, they should be able to give you a general plan.
- How will you keep me in the loop? Communication is key. If they don’t have a streamlined communication system, the project will likely get messy.
- Can you guarantee top rankings? If they claim they can, run away. SEO is slow and steady, and the outcomes are not standard. Plus, they simply can’t promise you a permanent top spot, as search engine algorithms change all the time. They’re a consultant, not a fortune-teller.
- What were some of your past projects and their outcomes? Asking to see a portfolio or proof of success is fairly standard, and a good consultant will be able to show what they’ve done.
- Who are some of your clients? If it’s appropriate, also ask for their contact information. There is nothing wrong with getting references before committing.
How Much Do SEO Consultants Charge?
The answer to this will vary depending on the size of the company, their experience, and the scope of your needs. Generally there are three pricing models: fixed fees based on a specific project, a monthly retainer, or by the hour, typically used for smaller engagements. Rates can vary from $20 per hour to more than $500 per hour, which are determined by the resources, experience, and value that they can bring.