Rafco is not a giant business. They manage commercial properties and offer maintenance and cleaning services along with other realty management services in the Saint Louis area. It’s only been around for fifteen years or so, but it’s smartly run and is expanding steadily.
The Internet Has Changed How Businesses Find One Another
Rafco was born into an industry that was in flux. The process for finding property management services fifteen or twenty years ago was based on industry publications, yellow page ads, word of mouth, trade shows, and old-fashioned shoe leather, handshakes, and business cards. The Internet has revolutionized the way business to business and consumer to business deals get done, and Rafco realized early on that there were big opportunities for smart companies to leverage placement on search engines like Google to push their business further and faster than they could have managed in an ink and paper world.
It helps that Rafco property management in St Louis is a young business with young management. Older executives are often wary of the Internet, and sometimes treat it like a place to post a giant digital business card; but Rafco was enthusiastic about the possibilities that aggressive marketing and page rank strategies could bring to their business.
Google Visibility Is The Key To Expansion in Today’s Market
Rafco was already offering great service to their customers, but they knew the way to expand and attract new business was to increase their visibility on Google. Marketing your business effectively on the Internet is no longer a practical option for an amateur, so Rafco sought out the services of a full service Internet marketing company. Rafco chose a local firm with the expertise they needed, but small enough to serve Rafco’s account effectively and attentively.
Rafco knew that it was important to be found by prospective customers who were performing keyword searches on Google, but they weren’t aware of the power of reaching the first page of Google for organic searches for the services they offered. Their consultants showed them the results of a survey of click-through rates for customers looking for specific things on Google. They were astounded to learn that 92 out of 100 people who search for something on Google never go past the first page of results on Google. The number one result on a Google search gets over 30 percent of all the clicks. Drop down only two spots to number three, and only 11 percent of searchers click through. Numbers like that told Rafco that if you’re not on the first page, you’re as good as invisible on the Internet.
It Can Be Expensive to Get To Google’s Front Page
Exactly how to get onto that first page was an open question. Their SEO marketing consultants knew that a brute force attempt to rocket Rafco up the SERPs for the handful of keywords that Rafco was interested in wasn’t practical or likely to be cost-effective. Property management services in a large metropolitan area like Saint Louis would have plenty of big, well established competition. They suggested that Rafco St Louis cleaning services narrow the search results that they were aiming for in order to make it more likely that Rafco would appear on the first page, or even first overall on Google for a few search terms.
Their SEO consultants tailored an approach to attract organic traffic that not only was searching for a what, but for a where as well. By tying a service that Rafco offered to the names of neighborhoods they offered it in, they’d have an easier time climbing to the top of search results, and the prospective clients were sure to be close to making a buying decision if they used the keywords together, a form of pre-qualification.
It’s Better to Come in First in a Smaller Race
By advising Rafco to separate themselves from the pack in their industry, their SEO consultants were able to transform Rafco from an also-ran for keywords in an industry with fierce competition for very general search terms into a top of page one result for a more focused, and ultimately more lucrative set of keywords.
Within six months, an SEO campaign tailored to the desired keywords put Rafco at number one or two for their desired keywords, and the explosion of visitors to their attractive website made it easy to convert more organic search traffic into paying customers.