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An Austin, Texas SEO Success Story | Tricycle Creative

An Austin, Texas SEO Success Story | Tricycle Creative

watt-watchers-seo-case-study

We’re an Austin SEO company (here’s what we do)

If you’re looking for SEO services for your business, Tricycle Creative is here to help! We provide many SEO packages to fit the needs of small and large businesses who are looking to improve their search rankings and be found by more prospective customers. Based in Austin, Texas, our SEO team can help you with keyword research & strategy, content creation, competitive analysis, link building, site audits, and a whole lot more. 

We believe that education is an important part of any client/agency relationship and we’ll spend time to teach you about what SEO is and why we recommend the specific Search Engine Optimization strategies for your business. We always say we want our clients to be collaborators not just customers.

Why You Need SEO For Your Austin Business

If you think just having a website is enough to attract prospective customers, think again. If you want your business to be found via web search, you will need to have a website that is visible to potential clients online by outranking your competition on the Search Engine Results Pages (SERPs). The best way to accomplish this goal: professional Search Engine Optimization (SEO) services.

Modern Search Engine Optimization services are a mix of technical skills and content creation that when strategically combined, improve your search results and drive relevant traffic to your website (thus creating more sales opportunities).

Watt Watchers SEO Success Story

Watt Watchers of Texas is a State Energy Conservation Office STEM program to help boost energy literacy for K-12 students and help schools save money by saving energy. Sponsored by Itron and CPS Energy, this program shares energy saving tips, activities, and lessons to students, teachers, and families. Launched in 1985, Watt Watchers of Texas is an updated resource that builds upon the original beloved program and provides a modern look at energy, sustainability and conservation.

In November 2019, Tricycle Creative was approached by Watt Watchers because they needed marketing help. Specifically, they were looking for digital marketing solutions to: 

  1. Increase overall organic search visibility for website
  2. Optimize existing blog and video content to improve search visibility and drive engagement
  3. Create Content and develop an on-going marketing strategy
  4. Better understand how to reach strategic audiences online with messages and content related to Watt Watchers.
  5. Grow awareness and build online audiences

SEO That Starts With Strategy

Before we can determine the best seo strategies and build an SEO campaign, we need to know where to start. So, how did we do that? Well, with the Roadmap Sessions of course! You know what they say, “Prescription without diagnosis is malpractice” and we (Watt Watchers and Tricycle Creative) needed to understand exactly where we were, where we wanted to go, and how we’d get there.

Upon completing the Roadmap Sessions, we were able to put our SEO expertise to work and properly design a marketing strategy for Watt Watchers that included our Search Engine Optimization, Consulting, and Content Creation services. We set-up monthly strategy calls where we review the prior month’s digital marketing analytics, receive updates on Watt Watchers program, and then collaborate on the strategy content (e.g. blog, web page, etc.) that we’ll work on the following month.

Implement, Analyze, Improve

Depending on your goals, there are many different Search Engine Optimization metrics that provide insights and signals to what’s successful and where there’s opportunity.

Users

One of the first things we do with SEO clients is to configure and set up data collection and reporting tools – Google Analytics, Google Search Console, etc – plus some of our more advanced systems to get insights into website and search data. In the case of Watt Watchers, the first thing we did was to  help them fix their Google Analytics configuration because it had stopped properly collecting data they needed to share with their stakeholders.

In Google Analytics (one of the tools we use to collect data related to our SEO efforts), a User is a person who has visited your website. Two important metrics to review when evaluating website growth are Total Users and New Users. Total Users is the sum of all the users for the website and New Users is the sum of users who have never been to your site before.

growth-graph

This chart shows the Total Users for Watt Watchers website from September 2, 2018 – December 29, 2020. As you can see, once we fixed Google Analytics and started our SEO work the daily Total Users numbers regularly exceeded any day prior to Watt Watchers working with us.

users-insights

New Users is another important metric to track when reviewing SEO efforts and in the time period that Tricycle Creative has been working with Watt Watchers we’ve increased their New Users by 1,492% (yes, you read that right) when compared to the equivalent prior period in time.

Sessions

A session within the Google Analytics measurement program is essential to have as a part of your overall data. Your analytics segment will have vital features, necessary reports, and critical metrics that matter to your campaign.

But what is a session?

A session is when Google, or another browser will view it as a set of user interactions within your site for a certain period. For instance, a few visitors can come to your site, which can count as page views. They can then browse around and click on different segments of your page, which would count as events. Google may also note other aspects of the process that range from social interactions to online commerce exchange points.

One can view sessions as a place to overview the many activities that a user participates in within your site.

One individual user can indeed have numerous sessions on your site. These sessions can take place within a twenty-four-hour timeframe, a weekly timeframe, or even throughout a period of over 30 days or more.

One user can open a session, close it, and then come back and start a new one.

How does a session end? It ends after half an hour of inactivity or at midnight. Google will also record a session differently if it notices that a user came from various campaigns.

How did we increase users & sessions? By creating quality content that relevant audiences of Watt Watchers want to read and are searching for. But first, in order to do that, we needed to spend the time truly understanding their audience(s), their needs, and the way they search. Then, we created keyword-focused topics and content based around not only what we’ve come to understand about their audience, but their end goal as well. 

Google loves authoritative content that is written with the user’s intent in mind. Simply put, quality content = quality traffic.

website-sessions-watt-watchers

Acquisition Channels

What is the acquisition channels report segment when it comes to Google Analytics? The Acquisition Channels Report lets campaign managers understand the overall traffic and the source of the traffic.

These reports are quite valuable to campaign managers because they allow them to understand the overall goal conversions and different ways to manage the campaign and refine it better.

A genuine campaign manager wants to refine the campaign, understand user behaviors, and direct your dollars to obtain the best return.

Google Analytics works because each web browser will keep general data on how a user interacts with a site. It also works in that browsers will know the steps in these sites that the user explores.

When a user goes from one site to another site or from email to your page, it is known as traffic.

You will notice that Google Analytics will have the general acquisition segment, then all traffic, and the channels segments.

Channels can consist of organic search, display, direct, referral, paid search, social, email, and other places. 

  • Organic search occurs when someone finds your website through search engines.
  • Display takes place when someone finds your site by clicking on a display ad.
  • Direct traffic occurs when someone comes to your site by searching for your URL specifically.
  • Referral traffic takes place when an individual clicks on your link from a different site.
  • Paid search is all about various ads that direct people to your site.
  • Social is when you can find traffic from people who come through your social media accounts.
  • Email is where a potential community member navigates to your site through an email campaign.
  • The other channel provides you with traffic that comes from other sources that do not fall into any of these categories listed above.

Further, you can learn more by viewing the sources segment. Sources will break down into keywords, URLs, and even specific applications where your traffic will come from overall.

top-channels-side-by-side

So…what does this mean? Why is this in this case study? What we’re showing off here is the increase in organic traffic. In the previous period, 65% of the traffic to the site came from organic traffic – which, as you learned above, means users searched Google for a keyword or string of keywords and found our site. This type of traffic (organic) is one of the most popular data points that we, as SEO’s, look at to gauge performance. So, the increase from 65% of traffic coming in organically to 89% is a huge jump. It means that we became more visible over that time period for the searches that we targeted and more people were able to find the site.

Keyword Tracking On Search Engine Results Pages (SERP)

Keyword SERP Tracking is essential, but it is not as simple as it sounds. Most individuals think that you can merely track keywords by merely googling for them, but the truth is a bit more nuanced. For instance, you should know that search engine page results are shown with various factors in mind.

These factors may range from the device to location and even the type of language that the user could input into the search engine.

Professional campaign managers will look at the different options available and ensure to track keywords in a more holistic way for the best results.

The idea is to look at it from a more detailed view instead of from a general perspective that can discount the overall value of the efforts and initiatives taken by a specific manager to improve the right associated keyword visibility on the SERP.

keyword-tracker-screenshot

How did we do it?! I’m sure you’ve heard the saying “content is king” on more than one occasion. And, as you can see here, they’re not lying about that! Each keyword that you want to rank for should have it’s own specific page on the website that’s focused on that keyword. But, that’s not all. There is also what’s called supporting content. Supporting content is used to give those main pages the boost they need by adding more relevance on the site. Google will crawl the content and be able to easily connect the dots (TIP: Help Google crawl pages quicker and more efficiently by implementing a solid internal linking strategy). This piece of content is a good example of supporting content for our own keywords involving SEO, SEO services, SEO company, etc. Make sense?

Homepage Visits

Homepage visits are crucial in more ways than one. This metric enables campaign managers to understand the overall results at the start of the user’s journey. 

This critical information can give insight into making changes for the homepage or enacting other modifications to the campaign to ensure more quality results.

homepage-insights
Homepage Views

How did we do it?! The strategy to achieve increased homepage visits is similar and interconnected with our keyword strategy. First, we audited the content on the homepage to identify areas of improvement and optimization related to ranking for their desired keywords. Once that was completed, we updated both the content (words, layout, etc) and the technical components (metadata, headings, etc) to provide more relevant signals to search engines.

Featured Snippets

Imagine this scenario.

You are browsing along and searching for something on Google. When you search for the item, you note that the first item you see on the search engine results page is a snippet.  

The snippet is supposed to make your life easier and provide a simple overview of your answer. If the snippet captures your attention, then it is inevitable that you have a higher chance of navigating to that site.

Featured Snippets are valuable because they are featured and give your content more prominence. The idea is efficiency and practicality in a query response.

The snippet section is a coveted section because it can increase traffic flow to a particular site.

ann
google-result-energy-education-texas
This is a Featured Snippet

How can you get one? Solid technical SEO skills! Particularly implementing advanced Schema Markup across the site. Now, what is Schema you may ask? Schema markup is basically a whole mess of code that can be added to the individual pages on the site that helps Google (and other search engines like Bing, Yahoo, etc) get even MORE information or context about the content on the page, allowing them to display more information for the user’s search. This example above is a rich snippet, and it’s hugely helpful in bringing quality traffic to the site as we can see throughout this case study. But there are other things you may see in the SERPs that is also Schema at play. One example of that would be the Google review stars that you see in the organic results sometimes! Like this:

Hire Tricycle Creative Today As Your SEO Team

Ready to get started with SEO? Contact us today to learn more about how we work and how we can help you grow your business through Search Engine Optimization.

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