Case Study: One of the Largest Brewers of Beer in the World
Situation
This Company is one of the largest brewers of beer in the world.
To promote their various brands, the company developed a website to offer background information and news about the company, branded promotional gear, a virtual tour of their brewing process and a customer feedback/question page.
Challenges
Although the website was attractive and chalk full of beer-related tidbits and facts, the site was not built so that search engine spiders could easily index the content and rank the site prominently within the search results of major search engines. Every page on the site was developed behind an Age Verification System (AVS) which, because of its technical construction, prohibited search spiders from accessing the content of the pages.
Additionally, the site was targeting a broad geographic universe of customers, while the company actually wanted to segregate specific sections of the site to target specific geographic markets, such as New York, Chicago, etc.
Solution
iProspect worked with the client’s marketing team to develop a strategic search engine marketing campaign that included recommendations on search engine friendly design and site architecture modifications. Specifically, iProspect worked with the client to develop a custom solution to unveil content behind their Age Verification System. The team also suggested that each page and section of the client site contain custom content, targeting specific, categorized keyword phrases that relate to specific geographical areas such as “New York bars” and “Chicago live music.”
iProspect submitted the pages of the website, via trusted feed submissions to Inktomi, AltaVista and FAST. This enabled individual pages and sections of the website to be fed directly into the search engine indices through an automated process. This resulted in faster initial indexing of Web pages as well as faster re-indexing times, enabling the iProspect account team to analyze the performance of individual URLs more quickly and more frequently. This also allowed reporting and analysis to take place more quickly, so the client could immediately recognize areas where changes could be made to optimize their campaign and make those changes to the campaign.
iProspect also devised internal linking and external relevant content endorsement™ strategies for the Miller site that would maximize help drive traffic to key pages of the site via links from other relevant websites.
Results
Search referrals to the website climbed from 0 to over 10,266 in just four months!
Rankings for the website grew from a baseline of just 1 ranking to 2,240 total rankings across the major search properties. This increase in visibility was primarily due to non-branded keyword phrases.
The number of rankings in top ten positions (first page of search results) climbed from 0 to 959.
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