Case Study
A 312% Jump in Visibility
How a complete redesign and content-led SEO strategy turned BCN Services into an HR authority.
312%
Keyword Impressions
In just six months, BCN Services went from ranking for irrelevant terms and duplicate content to dominating PEO-related search results with a 312% increase in high-intent, business-relevant keyword impressions.
About BCN Services
BCN Services is a Michigan-based Professional Employer Organization (PEO) providing HR, payroll, and benefits administration for small to mid-sized businesses. Before partnering with Jack of the Web, their online presence didn’t reflect the quality of their services—or attract the right audience.
Challenges
- Outdated, unresponsive website
- Over 200 duplicate blog posts (internal and HubSpot overlap)
- No SEO strategy or keyword targeting
- Ranking for irrelevant terms (forklift operator, michigan unemployment fraud)
- Weak brand visibility
Our Approach
Project Timeline
Strategy & Planning
SEO audit, content roadmap, keyword targeting
Design & Development
New site build and copywriting overhaul
Launch & Optimization
Pillar + spoke content rollout, analytics tracking
Results
A measurable transformation in visibility, rankings, and qualified traffic.
0%
Increase in Relevant Keyword Impressions
0+
New ranking, strategic keywords
0
New impressions in
4 months
312% Increase in Strategic Keyword Impressions
After the new website and SEO launch, BCN Services saw a 312% increase in impressions for relevant, high-quality keywords—while low-value keyword clicks declined, improving overall lead quality.
Oct 20, 2022 - Feb 12, 2023
(Pre-launch)
Oct 20, 2023 - Feb 12, 2024
(After launch)
Higher-Intent Keywords Replaced Irrelevant Ones
Pre-launch clicks came from keywords like “bnc services” (misspelling) and “unintentional discrimination”.
Pre-Launch Keywords
Keywords After Launch
Pillar Page Impact
The “Benefits of a PEO” pillar page became the cornerstone of BCN’s content strategy, driving the majority of new keyword rankings and search visibility.
Top 150 keywords after launch
The “Benefits of a PEO” pillar page established BCN as a topical authority, capturing most of the site’s new keyword visibility.
Spoke Articles Performance
Supporting articles reinforced the pillar strategy, each driving meaningful organic visibility within their focused topics.
Results shown below represent performance for this single article.
Spotlight: “Pros and Cons of a PEO”
0
Strategic keyword rankings
0
Search impressions generated
PEO Pros and Cons: Deciding on HR Support
Continues to attract traffic from highly relevant search terms
Before & After
A Content-Driven Redesign Built for Better Rankings
Professionally written, SEO-aligned content and clearer page layouts that improve rankings while guiding visitors to the right information faster.
Home page before
Home page after
Blog Landing before
Blog Landing after
Solutions before
Solutions after
Ebook page before
Ebook page after
Contact page before
Contact page after
