Case Study 4
Back in February, 4x3 redesigned Prevention Works! website. The new site strategically-focused on responsive design and custom Google maps as functional modifications to increase organic SEO and visitors.
The new responsive design allowed Prevention Works! to fit the screen sizes of any mobile device. This new responsive design increases the website's credibility, click-through rate and lead generation. With society's on-the-go lifestyle, a responsive design is a necessary feature for any modern website.
Custom Google Maps
Prevention Works! hosts several location-based services across Northern New Jersey. The new Drupal-based web platform allows Prevention Works! to use a sophisticated multi-layer, interactive map that enhances the website's usability, social integration and local SEO.
We compared analytics from 6 months before the website redesign to the 6 months after the upgrade. Since 4x3 implemented responsive design and custom Google maps on the Prevention Works! website, there has been a significant increase in both website sessions and users.
More people - through unique user visits - are coming to the Prevention Works! website, as well as staying on the site longer throughout each session. The percentage of sessions increased by 16.9%, while the percentage of users increased by 26.7% over the past 6 months.
ABOUT OUR CLIENT
PreventionWorks-NJ.org is the official website of Northern NJ SAFE KIDS/Safe Communities. The Northern NJ SAFE KIDS coalition work is to prevent childhood injury through research, community outreach, legislative advocacy and media awareness campaigns. Safe Kids Worldwide has over 500 chapters and coalitions in all 50 states, and has partners in 25 countries.
As a non-profit sponsored by Morristown Memorial Hospital, their mission is to reduce fatalities, injuries and property damage due to unintentional injuries on the road, at home and at play. As such, Prevention Works! provides complementary safety services through Northern New Jersey.
At 4x3, our SEO services are designed to increase client rankings organically on major search engines. For our client, Arizona Opera, 4x3 has developed a custom, fully functional website to manage content in an organized and SEO-friendly manner.
What is SEO?
Short for "search engine optimization", SEO is a online marketing discipline applied to websites to improve rankings, drive traffic, and increase awareness on search engines. SEO allows businesses and individuals to facilitate organic (non-paid) traffic to their website.
4x3 works closely with Arizona Opera to optimize their content and nurture organic SEO for their website. To do this, we have focused on 6 simple SEO techniques to increase their ranking and visitor traffic.
1. organized and structured site
SEO isn't just about building search engine-friendly websites. It's about making your site user-friendly and easy to navigate.
Having years of experience in web design and development, we created Arizona Opera's website in a way that search engines can understand. Simple URL paths and site maps are key!
2. mention of locations
With approximately 3.2 billion people online, it is likely that at least several thousand are searching for any specific keyword at any time. A major way to target your audience and push yourself to the top page of Google is to mention your location.
Unless an Internet user is purposefully searching for general information about an opera or opera house they will not find Arizona Opera. As such, most people will search for a more narrow term like: "opera house arizona" (577,000 results) or "opera house phoenix az" (234,000 results). Luckily, Arizona Opera has a distinct advantage in this category simply because their location is present in their opera company name, which significantly helps with narrowed Google searches.
Arizona Opera is on the top page of Google because 4x3 has helped the opera company monopolize many searches in Phoenix, Tuscan and surrounding Arizona townships.
3. use of keywords in titles, headers, meta descriptions
The same principle of mentioning your location on your website can be applied to titles, headers and meta descriptions as well.
Whenever we update content for Arizona Opera we consciously include keywords about specific performances, ticket sales, events and press coverage that the opera company wishes to highlight. By repeating keywords whenever practical (especially in areas that search engines pull information from) Arizona Opera gains the top Google ranking.
4. implementation of mobile site
It's important to remember that SEO has both technical and creative elements.
Responsive design is a necessary feature for any modern website. In fact, Google has new mobile friendly test that can inform visitors if your site has a responsive design. This can inevitably affect your website's credibility, local SEO, click-through rate and lead generation. Google has even gone as far to state that responsive web design is the recommended mobile website configuration and penalizes any site that is not responsive.
5. engagement on social media
SEO is all about web presence. Active websites will always be favored over inactive sites. While this applies to website content, it can also refer to social media. Websites with active (and multiple) social media platforms attached to the website see additional traffic and credibility given to both their website and search engine ranking.
Arizona Opera is extremely active on Facebook, Twitter, Instagram, Youtube, and Soundcloud, which in turn drives additional traffic to the website and generates organic SEO.
6. creation of content with a long shelf-life
Content that is consistently relevant (not time limited) can be searched months or years after posting. This kind of content, when found, will bring visitors to your website and then drive them to your more recent content. Timeless content always gives you a better chance at competing for the top slot on Google.
For Arizona Opera, we help archive of all past opera performances. When an opera fan searches for The Magic Flute or Rigoletto they are drawn to the Arizona Opera website where they can then search for more recent performances of their favorite operas. Visitors will always find what they want while Arizona Opera gets the views.
Interested in SEO?
Whether you need a website designed with SEO in mind or you just need help boosting your Google ranking, 4x3 is here to help! We utilize the most up-to-date methodologies to optimize search engine indexing.
Beyond just a memorable logo, 4x3 has worked with AGA Developers to create a recognizable brand to increase the value of the company and make acquiring new customers easier.
By analysis several aspects of AGA's brand we were able to create a case study highlighting the features of the company which fulfilled the 5 necessary components of a brand.
1. Improves Recognition
A brand represents the sum of people’s perception of a company’s customer service, reputation, advertising, and logo. For example, when you think of Starbucks you consider more than just their famous mermaid logo. You also think about their holiday cups and advertising, fun promotional drinks like the Unicorn Frappe, and the smiling baristas that greet you at the counter. THIS is Starbucks' brand.
The recognizable logo and style allows AGA Developers to create a powerful reputation by associating their hard work and popular projects with their brand. This is why each of their sub-brands (South Square, Frankford Square and Trenton Stables) have gained recognition through the connection to their well-developed and professional parent brand.
2. Creates Trust
A professional appearance builds credibility and trust. Potential customers are more likely to purchase from a company that appears polished and legitimate. You are more likely to buy a new Apple product than a no-name, off-brand knock-off that hits the market on the same week.
AGA Developers has a simple, yet powerful brand. The AGA brands allows you to transfer the same feeling of loyalty and trust that the other sub-brands command. When customers see a new development with AGA's parent brand on the side they know they will have the same old-fashioned craftsmanship and contemporary designs associated with all their other successful projects they have completed in the past.
3. Supports Advertising
When all of the parts of the business are working well, the overall brand tends to be healthy. On the flip side, we all probably know a company that offers excellent products or services, but has a tarnished brand due to advertising (think Pepsi's most recent campaign). This is why a brand must always be considered when creating an advertisement.
Advertising is an important component of AGA Developers' brand. Through traditional media and social media, AGA publicizes properties and developments that they are building on or selling, respectively. Each sub-brand – South Square, Frankford Square and Trenton Stables, is marketed directly through the parent brand's social media. They fall under the umbrella brand of AGA and as such, advertising for each development is directly associated with the parent brand.
4. Builds Financial Value
A strong brand usually guarantees future business. As AGA grows and develops more properties its brand continues to gain better the financial return from its efforts.
5. Generates New Customers
Customer loyalty is important! And in the age of the internet and social media, word of mouth is essential for any business referrals.
As discussed, AGA has built up a powerful reputation for building contemporary townhouses throughout Philadelphia's neighborhoods and satisfied home-buyers are one of today's the most profitable advertising source.
Creating a Brand with 4x3
At 4x3, we believe that your brand is the essence of your business. We work directly with our clients to create a brand that states who you are, where you are headed and the perception of who your clients and potential clients believe you to be.
And just like our client, AGA Developers, we have what it takes to get your brand on track.
The New Yorker magazine published a fascinating article last month about Emerson Spartz, the 27-year old Chicagoan who has made millions repackaging content to gain clicks on Facebook using viral headlines.
Spartz’s business model is entirely data driven. Content on his websites—Dose, Lolbrary, Unfriendable, and many others—use attention-grabbing headlines or photos to get clicks and shares from news feed scrollers. His main site, Dose, employs an algorithm that tracks the success of many different headlines created for the same piece of content. The headline attracting the most clicks eventually wins out over all the others.
Viral headlines: Insane, hilarious, awesome…
Using this system of zeroing in on the most "click-baity" headline, a Dose post can gain several hundred thousand page views a day. The winning headlines tend to promise a huge “wow” factor. Some recent examples: “18 Haircuts That Are All Too Much. #11 Why Would You Do That?!,” “21 Of The Absolutely Most Insane Things That Have Ever Happened On Tumblr,” “You'll Never Believe That This Food Is Illegal In Berlin.”
Writing a viral headline
I decided to try this approach out for myself. Using a story published on the BBC about a controversial beer can depicting Gandhi, I wrote three click-baity headlines and promoted them on our Facebook page. For each version of the post, we set a budget of $5 and “boosted” it on Facebook. The three posts were exactly alike except for the headline, were sent to the same targeted audience, were boosted at the same time and for the same duration (two days). At the end of the boost period, we checked how many "actions" (clicking, liking, sharing or commenting) each version of the post got.
Here are the viral headlines:
- I Would Not Have Believed This Beer Could Anger a Whole Nation
- The Beer Label that Shocked and Angered a Nation
- Do You Find This Beer Can Offensive? Many People Do
And here are the results:
- 10 Actions: 9 link clicks and 1 page like.
- 72 Actions: 66 link clicks and 6 post likes. (THE WINNER)
- 53 Actions: 49 link clicks, 2 post likes, 1 share and 1 comment.
Interestingly, headline #3, which suggested a reaction, inspired the most heated response (a comment, like and share from a person who seemingly took offense at the idea that they should be offended).
A surprising gender gap
Also interesting is the gender breakdown. In the case of #1 and #3, the overwhelming majority of those taking action were men—96.2% for #3, and 90% for #1. Women took a lot more interest in #2 (the winner), making up 20.8% percent of those taking action.
See next week's blog for more insights into using viral headlines. The process of boosting these headlines was also a real learning experience—see more about this in a future blog.