Tuesday, 22 December 2009

SEO Case Study - The singing waiters conundrum

What do you do when a client wants to rank for the keyword "singing waiters", but doesn't want to be thought of as a singing waiters company? Here's the crux of it...
  • The client offers a wide variety of different entertainment acts
  • Lesser companies may provide nothing more than singing waiters
  • The client wants to rank for the term singing waiters because it's a term people know and use
  • The client isn't (at first glance) happy to add many of the things needed to get the site ranked for the term (because that sends the wrong message from a positioning perspective)
Fun and games!

Fortunately, there is a simple solution. All we had to do was talk about how the client offered so much more than singing waiters. You can see an example of that here.

This is part of a larger, more challenging SEO project. This isn't the last you'll be hearing about the work I'm doing for that company. There are some interesting SEO challenges to come, which I'll document in this blog.