The SEO plan for 2018 had a challenge from the start by needing to achieve/beat goals based on a successful 2017 campaign. Using information and competitor research, Voltage utilized business service changes and market research factors to realign and configure MIQ’s site architecture adhering to SEO siloing best practices. In particular, MIQ wanted to gain a strong footing with Incoterms content (set of rules which define the responsibilities of sellers and buyers for the delivery of goods under sales contracts). With that in mind, Voltage added more Incoterm content and made sure it adhered with overall site architecture with on-page optimization and technical SEO factors. Through 2018, Voltage’s specific iterative and process-driven SEO plan was put into place for MIQ to ensure proper monitoring, rounds of optimization, and competitive positioning activities were taken beyond the big initiatives with site structure and content.
The site structure, content, and ongoing optimization process in the 2018 strategy yielded continued gains over those that were made in 2017. This included in areas of overall visibility and positioning in the search engine results pages (SERPs), clicks through to the website, sessions on the site, and ultimately form submissions for specific services.