Anyone who’s in the PR biz knows this economy has been brutal for finding new clients. Over the last three years it’s been an all-out slug-feast for large agencies competing for fewer advertising dollars.
Back in the fall of 2011, I was approached by RFbinder.com. They wanted help developing an SEO plan to generate new business. ‘No way’ was my first gut feeling about such a cut-throat niche. At that time, the keyword phrase ‘top pr firms’ was seeing about 1000 exact searches a month. No biggie there. But the top 10 Google sites were hundred-million dollar ad agencies.
Hmmm…I thought. Wouldn’t it be cool to crush them? Big time.
What We Did First
Remember, this was pre-EMD algo time. Meaning Google had not launched their exact match domain (EMD) algorithm yet which came around October 2012 just a few months ago. So we snagged topprfirms.org for the mere price of $7.99. Don’t bother going there. It’s no longer a live URL. The project was designed to rank, harvest leads, then convert them all over to RFbinder.com linkage.
Next we wrote highly-relevant text content peppering their site with video. No surprise there as that’s how we start everyone new client partner project. But the keyword density was the most critical component. We monitored it daily and adjusted it accordingly.
What We Did Next
As you can see by the graphic of their rankings, it took about nine months to reach #3. Our final part of this project was writing more relevant text content. Google loves optimized sites with genuine stuff related to the target keywords. But not too much. It needs to be done slowly or you’ll just get demolished.
Many firms tell you an exact match domain for your target keywords has no bearing on your rankings.
They just have less SEO value than they use to before October 2012. However, we recommend ONLY buying a .COM, .NET or .ORG. All the rest of the domain extensions like the crappy .BIZ, .TV yadda are all junk at this writing.