How to Kill Good SEO

I am going to tell you a story about how to get your website traffic down to 1 or 2 visits a day.
Why would you want that? You don’t, but for some reason this client’s partner did.

A couple of years ago we finished an SEO project for a client that more than doubled the number of daily visitors to their site. We utilized competitive keywords and links, optimized the pages to reach their target audience, and added content with naturally related words (LSI). 80% of the visitors were from the area they had targeted and were good visits with a doubling in the page views.

Then a partnership dispute occurred and the website we had optimized was taken down and replaced with a business card style site with a new logo. A big party was thrown and everyone was impressed. But…

The on-page SEO optimizations were stripped out, feature- and benefit-rich keyword and natural LSI-laced content was deleted, and the new site eliminated the blog which had a treasure trove of local search traffic. Links to internal and external pages were replaced with copy that had no links.

What do you think happened? Visits plummeted, all the way to single digits… 1 visit per day.

Essentially, a well-designed site in a competitive market was replaced by a business card site that was obviously envisioned by a novice. Traffic went to 1 or 2 visits a day, which is less than 1% of the traffic they had been enjoying.

Moral of the story:

  • Start a website revision with strategic marketing goals in mind, not ego.
  • Add on to an existing website by revision and keep content that is working.
  • Don’t revise your logo because you are tired of it.