About Penny Whistle Photography
Penny Whistle Photography (PWP) is it owned by Tracy Allard. PWP specializes in pet photography, portrait photography, corporate and personal branding photography, among others.
Tracy is a master certified photographer with the Certified Professional Photographer (CPP) designation (2018) and a Master of Photography degree (2023).
PWP has several active photographer affiliations and memberships.
Besides being an expert pet photographer, she also fosters for Coppell Humane Society, rescuing from animal services all over the DFW metroplex over the years.
PWP has been a longtime client with us. We appreciate Tracy‘s faith in our supreme services over the years.
Challenges
PWP was struggling with Search Engine Optimization (SEO), Google Ads Campaigns as well as increasing organic traffic to their website. We helped with each of these in phases.
- Google Ads – we worked on ads campaigns in the beginning, optimizing keywords and increasing ad impressions and click-through-rate.
- Search Engine Optimization (SEO) – Increasing Google page ranking was the next phase in our work, increasing website traffic through searches.
- Analytics / Organic Traffic – With ads and SEO work successful, we were able work on improving organic website traffic using Google Analytics.
Results
Over the years, we optimized PWP’s ads, search and traffic in phases:
Google Ads Optimization
- The first phase consisted of pay-per-click (PPC) advertisement. We ran this successfully for many years. Here’s a snapshot from July 2018 through December 22, 2020.
- The campaign went from 84 clicks with 2524 impressions (July, 2018) to 258 clicks with 5526 impressions (November, 2020)
- This is a 207% click-through increase
- Impressions increased 119%!
Results: Google Ad CTR and Impressions both increased. July, 2018 through November, 2020
Amazingly, we kept the same budget over this time.
How did we do this?
Through a series of optimization steps including the following
- Better keyword choices
- Always running through three ads per our group and doing split testing
- Better use of Ad Assets, formerly known as Ad extensions
Google Ads Keyword Improvements: Here, you will notice that our keywords improved with almost double Click-Through-Rate (CTR) and a lower Cost-Per-Click (CPC).
SEO
Next phase of this project was focused on Search Engine Optimization (SEO).
This includes a number of things but we are primarily focused on the following steps:
- Contact optimization
- Better meta-tags
- Keyword research
- Redoing the internal and external like structure
- Optimizing some blogs
- Link building
This helped us propel the rankings for a number of pages including the following highlighted ones:
Pet portraits near me (tested in Dallas)
Professional Headshots Dallas
The search results improved dramatically, not only increasing impressions, but improving click-through-rate (CTR). This meant that people searching for and seeing related results on photography were much more likely to click through to PWP’s website.
Google Search Console – Improving overall CTR and website Impressions on Google Search. 16 month period.
Analytics and Organic Traffic Improvements
Our latest phase looked at analyzing web traffic and improving organic visits. This means people are visiting not only through Ads and Searches, but coming from other links or visiting directly.
Organic Traffic – (green line) increases steadily.
Traffic Improvements – Organic, Direct and Referral traffic all increased drastically year-on-year between 2023 and 2024.
Tracy Allard of Penny Whistle Photography, thank you for choosing us for your SEO business over the years!