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1st Click Works
PARS Search Engine Marketing Challenge: Competing Both Locally and Nationally
Client Profile: PARS Certified Paintless Dent Repair
PARS Certified is a 20+-year-old paintless dent repair company specializing in auto hail damage repair. PARS Certified prides itself on the quality of its work, and its ability to make insurance claims a seamless process for consumers and insurance companies alike.
PARS has permanent locations in Highlands Ranch and Colorado Springs, Colorado, and sets up temporary offices in cities throughout the central and southeastern US during “hail season.”
When 1st Click Consulting first talked to PARS management in November 2010, the company had an old website that was not being used by PARS staff, referral sources, or potential customers. It was unattractive, unprofessional, and totally invisible online. For its new website, the company had three goals:
- Create a website that includes useful tools like a PDR cost estimator and an appointment scheduler.
- Create a website that would present a more professional image to insurance agents, a major source of customer referrals.
- Improve the site’s visibility in the search engines.
To meet these goals, the company engaged Armgardt Design for its design and branding expertise. Armgardt also served as the primary project manager, engaging Rocket Jones Interactive to do custom web development for the site, and 1st Click Consulting to do content development and offer advice on navigation, SEO, and Internet marketing.
The new PARSCertified.com website was launched in March of this year, in time for the beginning of hail season.
On the Internet marketing side of things, the company faced one primary challenge: Its competitors for search engine ranking include both national organizations with locations across the country and local PDR shops in the cities they serve.
Both Google and Bing, the two largest search providers, identify paintless dent repair as a local business category. So, if a consumer searches for “paintless dent repair,” a listing of local providers of this service usually appears at the top of the page. Because many of PARS’s locations are within body shops or auto dealer repair shops, these locations do not qualify for a local listing.
And, there is stiff competition for rankings within regular search, as well. Companies like 1-800DentDoc.com and DentWizard.com are consistently found for popular search phrases, and they have developed authority for their websites with more than 1000 incoming links.
Another competitor, DentMaster.com, uses a “black hat” SEO technique to gain search engine rankings. The company has created what may be hundreds of nearly identical sites under different domain names. These are designed to get the company rankings for localized searches like “Oklahoma City paintless dent repair.” While this is a technique that is officially condemned by Google (and not a technique that could be expected to provide positive results long-term), it was still working for Dent Masters when 1st Click Consulting did its search engine marketing research and analysis last November.
PARSCertified.com still has a great deal of work to do to develop rankings among national providers of paintless dent repair, particularly for the most general, most competitive search phrases. This will come with time as 1st Click Consulting works to build additional incoming links to the website.
However, as of now, PARSCertified.com has improved from a search index ranking of dead last among 7 top national companies to the #1 overall ranking for our targeted keyword phrases, including many phrases used to search for local PDR providers in the cities where PARS operates.
Posted by Janet Macdaniel on 1st September, 2011 | Comments | Trackbacks
Tags: Web Design/Development, Client Profile, Building Web Traffic
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