Highland Canine Training

A Marketing Story by True Boost Digital about Highland Canine Training

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Challenge

Purgason formed Highland Canine Training, LLC with his wife, Erin, in 2006. The husband-and-wife team started with just three kennels on a parcel of land in North Carolina, attempting to fill a void that was missing in the industry – to train ‘aggressive’ or ‘problem’ dogs that other businesses were unwilling to work with. In the early days of the business, Purgason had to take control of its online presence, including developing the company website and increasing Highland Canine’s online visibility through Search Engine Optimization (SEO). As he outlines, this wasn’t easy to juggle. Purgason had done the hard yards of building and maintaining his website. He had taught himself how SEO and blog content could benefit Highland Canine. The business was growing. But because the company was experiencing this growth, his time was increasingly occupied by spearheading the day-to-day operations of the business. He lacked the necessary time to develop the website. Like a lot of small and medium-sized business owners, Purgason faced a dilemma. Should he focus on the website himself, at the expense of other aspects of his business (such as his team, or service development)? Many businesses choose the second option. Unfortunately, as Purgason – and several other business owners will attest – the varying levels of quality and reliability among SEO ‘experts’ mean that it can sometimes take more time to unravel the problems caused by these third-parties. Letting anyone loose on your website is a huge decision. It requires you to trust in the methods and expertise of the agency you’re working with. Unfortunately, as Purgason found, the methods weren’t always effective. After his bad experiences in the past, what compelled Purgason to choose True Boost Digital for SEO and blog content services.

Solution

The partnership means Highland Canine receives the benefit of SEO expertise and high-quality blog content – all driven by strategy and research to achieve optimum results. True Boost’s work has included: Producing comprehensive SEO strategies to improve search engine rankings and visibility Designing content strategies to achieve maximum engagement, increasing social and organic reach Optimizing and rewriting existing website content to improve conversion rates Creating engaging, compelling blog content across all business areas to improve brand authority Consulting on all facets of the organization’s digital efforts to build brand awareness

Search Engine Optimization (SEO)