BLACK FOX CONSTRUCTION

S.E.O. CASE STUDY

BLACK FOX CONSTRUCTION RISING THROUGH THE RANKS

CHALLENGE

As a new entrant to the luxury cottage

building industry in the Kenora, Ontario

area, Black Fox Construction hired

Sherpa Marketing to help boost their web

presence and brand awareness in order to

generate a greater number of leads.

To do so, it was imperative that Black Fox

improve their Search Engine Results Page

Ranking (SERP) to ensure Black Fox’s

website was listed on the first page of

Google organic search. Furthermore,

Black Fox needed to tweak its website to

make it a more engaging experience for

web visitors.

contact us

204.219.8838 519.576.0895 sherpamarketing.ca

205-530 kenaston blvd winnipeg, manitoba

17-645 westmount rd e.kitchener, ontario

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DID YOU KNOW?Using a SERP reporting tool has many benefits:

TRACK WHERE YOUR COMPETITION RANKS:

· Find out who your competition is for the

keywords that you target

· Track your performance relative to your

competitors over time

· Learn what competitors are doing well in order

to improve your own company’s SEO efforts

ACCURATE GEOGRAPHIC TARGETING:

· Examine what keywords perform best in certain

geographical regions

· Find your rank within a certain community, city

or country

OPPORTUNITY

Sherpa recommended that Black Fox

use a blog to distribute interesting and

valuable content easily. A blog gives

Black Fox the opportunity to showcase

their work in a visual way and effectively

implant keywords into their blog posts

in order to increase their ranking on

relevant search phrases. Sherpa proposed

the use of a SERP reporting tool that

tracks ranking position for any given

search terms in real time.

OPPORTUNITY Continued

With the blog up and running and the

website gaining traction, Black Fox

released a print ad in a local cottage area

magazine. This ad drove valuable traffic

to their website and gave Black Fox

an opportunity to further engage their

audience. New web visitors browsed the

blog, which showcased Black Fox’s work,

moving the prospect further through the

sales funnel.

““You guys have been working hard to improve the prominence and quality of the website. It takes hard work and consistency to get there. You have done excellent work. That being said success is ultimately measured another way,

revenue and bottom line vs overhead. The website delivered a solid lead for a quality project. One that we would not have got without it. It still has to turn

into a client but I am confident it will. Good work guys, well done.” - BILL SCURFIELD,

PRESIDENT, BLACK FOX CONSTRUCTION

1 Ghita, Dr. M., Petrescu, P., & Loiz, D. “2014 Google Organic CTR Study.” Advanced Web Ranking. 1 Oct. 2014. Web. 25 May 2015.

METRICS

According to Advanced Web Ranking’s

2014 study1, ensuring that your website

appears on the first page of Google’s

search results plays a crucial role in

maintaining a high click-through rate

(CTR). The first page of Google’s search

results account for 71.33% of organic

clicks, compared to page two and three,

which receive only 5.59% of the clicks. It is

also vital to rank high within this first page,

as the top five search results account for

67.60% of all organic clicks, compared to

the sixth to tenth ranked search results,

which account for only 3.73%.

Prior to Sherpa’s SEO Efforts, Black

Fox’s valuable keyword search phrases

appeared on page three of Google’s

search results, which sees an average

CTR of 1.60%. The search ranking

position of these valuable search phrases

has increased greatly and 13 keyword

phrases are now ranked in the top five

on Google’s first page, while six keyword

phrases are now ranked second. This

second position sees an average CTR

of 14.04%, culminating in a 777.5%

improvement for these six phrases in a

two month period.

INSIGHTS

The Sherpa team successfully grew traffic

to Black Fox Construction’s website and

provided Black Fox the increased lead

generation within their target market. It is

vital to create a website that makes a solid

first impression and engages prospects as

a website is often the first point of contact

for new leads.

Creating a company blog has given Black

Fox the ability to write on subjects of

interest to their potential customers as

the posts are directly related to the search

phrases relevant to their service offering.

These tactics have dramatically helped

boost Black Fox’s SEO ranking. Having a

platform to easily publish fresh content

has helped Black Fox accomplish the

key business objectives of search engine

ranking improvement and moving their

prospects further through the sales funnel.

As the blog expands its reach to new

audiences, it will continue to provide an

avenue for Black Fox to engage with both

prospects and existing clients.

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