"After reading about iProspect's tremendous success with a hardware supplier in the Wall Street
Journal, we contacted them to find out what they could do for us. By working with iProspect, we
are confident that we have the best team, with the most experience, conducting our search engine
marketing program. And the results are clear - our continuing campaign is extremely successful -
we are closing new business daily as a result of iProspect's efforts."
- President
Situation
This company is a national retailer of industrial equipment, with their sales generated solely via their website and hard copy catalogs.
Shortly after the client launched its website, the company realized the site had little to no visibility in the major search properties and as a result, they were not generating the revenue they had anticipated. The company’s online marketing goal, therefore, was to increase its website’s visibility in order to increase online sales.
Challenges
The client’s website was developed by a third party design firm that was not familiar with search engine marketing tactics. Because of this, the website was constructed in “hard copy catalog” format that was not easy for search engine spiders to index. Products had an inconsistent naming methodology, were not categorized in any way, and the site’s pages were lacking sufficient content and targeted keywords. As a result, sections of pages -- as well as entire pages of the site -- were not being found by potential customers who were searching for industrial supplies within the major search properties.
Solution
At the outset of the campaign, iProspect worked closely with the client and its third party design firm to re-segment and reconstruct the website so that search engine spiders would be able to easily read and index the content. Together, the companies selected relevant keyword phrases to target and subsequently optimized the website for optimal search engine positioning. In addition, iProspect worked closely with the client to categorize its products so that online shoppers could more easily locate them when searching via the major search properties. Media campaigns (directory listings) were also evaluated and refined to maximize search property exposure and resulting sales.
Results
Just five months into their search engine marketing campaign, the client recognized a couple key successes: First, the client was actually netting sales of products that were not being found or purchased via the Web prior to working with iProspect. Secondly, as a result of subscribing to iProspect’s Web Analytics Service, the company was able to identify unproductive keywords and eliminate some of its pay per click advertising programs – thereby increasing their ROI.
Just 8 months after campaign start, the number of monthly search referrals to the website almost doubled.
During the same time, overall search engine visibility increased by 197%.
First page rankings climbed 300%.
For the first time ever, during the first quarter of the year, and 8 months after the start of the campaign, this client sold more than $1 million in products online.
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