Orbit recently launched a website, Illinois Innovation Network. As I do with most of our clients, I walked through their Analytics with them a few weeks after their website launched. I wanted to make sure they know where to find their website data and how to interpret it.
During my chat with the client, I noticed that most of the keyword phrases for which people were searching were combinations of words in their business name, such as “Illinois innovation council” and “Illinois technology association.”
Completely normal, but not very actionable. So, I dug deeper and found some non-branded keyword phrases that were bringing traffic to the site. One keyword phrase stuck out, “IT hiring trends 2013.”
After the call, I proceeded to get my geek on and do some more research. What I found was that this blog post was unintentionally ranking on page one of Google for IT hiring trends 2013 and on page three for IT hiring trends.
My conclusion: We can get that to rank a lot higher. IIN’s response (and I’m paraphrasing): “Let’s do it!” So, we did.
Illinois Innovation Network went from ranking #7 for IT hiring trends 2013 to #2 and from ranking #33 for IT hiring trends to #5.
I moved the keyphrase to the front of the header, since the placement of a keyphrase is an indication of relevance, and closer to the front is better.
I updated the title tag to include the keyword phrases. Notice that I managed to include both keyword phrases: ‘IT hiring trends’ and ‘IT hiring trends 2013’.
I created a new page description to include the keyword phrase.
I modified the first sentence of the first paragraph to include the keyword phrase.
In the last sentence of the first paragraph, I modified:
I added a call to action at the end of the post and included the keyword phrase.
I updated the PDF link at the top.
I linked from this post to the IT hiring trends post using the keyword phrase in the link – see paragraph 4.
“11 percent of total postings (see also IT hiring trends 2013 report).”
I waited…12 days to be exact. Here’s what happened.
Before, they ranked #32 on page three…
After, they climbed to #3 on page one in Google!
Before, they ranked #7…
After, they rose three spots to #3 on page one in Google.
I love seeing that small tweaks can have such big results. If you have any tips on how to get your blog posts to rank, I’d love to hear them in the comments below.
note: rankings may have changed since this post was written.