SEO takes time when starting from scratch. Fortunately, many sites have the potential for faster results just by reoptimizing the great pages they already have. Knowing this, 97th Floor decided to take this underperforming page and reoptimize it. We shifted the focus of the page to rank for a less-competitive keyword with lower search volume. This keyword had a history of ranking for Gigamon, so 97th Floor leveraged that traction to start bringing more traffic to the page. A competitor analysis, a semantic analysis, and keyword research were conducted using 97th Floor’s proprietary tools. That information helped direct the strategy of reoptimizing for the less-competitive keyword. These efforts were then paired with a thoroughly-developed backlink strategy.