The results of the investigation enabled the client to produce a business case for internal change and a greater SEO budget allocation for their department.
The client is one of the biggest players in the insurance aggregator market, notorious for advertising battles and fierce search engine optimisation competition to be the market leader. Search is integral to the success of the business and it is a primary channel. They were concerned that they were to be losing out to ‘black hat’ tactics and needed to find out whether to fight fire with fire or to invest in traditional SEO techniques in the battle for top spot on the Search Engines for a range of insurance related key phrases.
To present an overview of ‘black hat’ SEO techniques and investigate the competitive market to identify any such activities; to review the client’s internal marketing activities and identify the revenue benefits versus cost of utilising ‘black hat’ techniques. Review internal SEO activities to recommend the best possible return on investment for our client’s advertising spend.
Grow* took a unique approach to a unique investigation. We provided a detailed overview of typical black hat SEO techniques along with a compendium of documented and identified examples where Google had black- listed companies. From there, we created an in- depth data model based on documented historical data of Google de-listing activity to show the potential loss of business through being blacklisted and the alternative marketing expenditure required to negate the lost revenue.
Our internal investigation highlighted a key issue, of internal budget allocation. Whilst overall SEO spend was at a realistic level, the allocation to the particular product set under review was well below rival companies. Through the consultancy and investigation carried out by grow* our client was able to fully understand the possible consequences of using ‘black hat’ SEO techniques and the potential repercussions.The results of the investigation enabled the client to produce a business case for internal change and a greater SEO budget allocation for their department.
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*Black hat SEO techniques are defined as “techniques to get higher search engine rankings in an unethical manner”. Tactics include keyword stuffing (packing long lists of keywords into websites), adding invisible text (putting lists of keywords as white text on a white background to attract Search Engine spiders) and doorway pages (creating hidden pages for search engines to find but which users cannot see). Penalties from Google can include a 50 position drop, or removal from search results or being banned from key search phrases and words.