In the ever-changing online marketplace, competition and risk are crucially important factors to keep in mind when planning a marketing strategy for years ahead. With monthly changes in Google’s algorithm’s, a multimillion dollar company can fall from page 1 prominence to obscurity in a matter of weeks, causing huge losses in sales, customers, and brand authority. The effect of these losses can be catastrophic, whether from Google Webspam penalties or subtle devaluations of a domain.
The ability to foresee these risks and proactively, safely prevent them is what separates Adapt Partners from other agencies. We work with our clients to develop a custom, comprehensive Risk Assessment Audit that analyzes the technical risk factors that make a company susceptible to algorithm changes, such as a negative or unnatural link profile. Our years of digital marketing experience have taught us that the safest way to ensure sustainable growth is to prevent over-aggressive tactics that produce short-lived successes but long-term headaches.
Case Study: Real Estate Software-as-a-Service Company
Adapt Partners began an engagement with a large real estate company in 2012. During our initial discovery and audit phase, we found that a significant percentage of the inbound links to the domain contained overly aggressive commercial anchor variations. This over-emphasis on commercial, exact-match anchor text is a historically effective tactic for increasing rankings, but with Google’s Penguin algorithm and other subsequent changes to ranking factors, this strategy became subject to penalty and devaluation.
Adapt Partners foresaw this risk and predicted a recession in rankings for specific keywords. Just a few months later, keywords rankings began to fall while competitors moved up Google’s leaderboard. With our risk assessment action plan in place, the Adapt team immediately began targeted efforts to naturalize the link profile and de-commercialize several elements of the client’s website.
Working together, Adapt Partners and our client have been able to deploy an effective, long-term content marketing strategy that focuses on customers, not keywords. The result of our efforts have led to a 50% increase in organic traffic year over year, along with monthly records for new trial signups, amidst a demotion of commercial phrases.
Are you ready for an expert assessment of your site’s strengths and weaknesses or are you looking to value a business you might possibly merge and/or acquire?
Schedule a call with Adapt Partners today for our mergers and acquisitions (M&A) risk audits.[gravityform id=”1″ title=”true” description=”true”]