Little tweaks make a big difference in this site's search engine ranking

The situation:

When the Hair Club teamed up with Kobie, there were two challenges to address: their Web site had poor organic search traffic volume relative to overall search traffic for the category, and the site was converting visitors to action at below average rates.

Kobie’s approach was two-pronged:

First, we determined what phrases searchers were using for the category on the Web and measured the ranking of the site for these phrases. This allowed us to suggest modifications which would improve search engine visibility for high volume phrases that searchers were using for which the site previously had no ranking. And secondly, we conducted a full audit of visitor behavior on the Web site, looking for design, copy, and technical hurdles to visitors completing the desired actions at the site.

The results:

When Hair Club implemented Kobie’s recommendations, the Web site became much more visible in the search engines for the important key phrases. Impediments to visitor conversion were removed; most importantly, one-page visits to the Web site dropped by 63%!