Internet Marketing Case Study
- Company
Promotional Products Re-Seller - Website Type
Ecommerce Website - Business
Sell imprinted merchandise online
As an ecommerce company, catering to businesses, the company was looking to increasing relevant visitors to the website which would then push up the order volume on a daily basis. Their customers would either place orders online or call them toll free after checking out products from the website to place orders.
The project started with a detailed analysis of their existing website, the competition, and the market for such products in North America. From this we were able to put together a marketing strategy which could be adopted to give the desired results. The strategy involved an approach which covered the different aspects of marketing such as On-Page Search Engine Optimization, Off-Page Search Engine Optimization, and Paid Marketing including Pay-Per-Click campaigns with Google, Bing, and Yahoo. Apart from these services we also looked at Affiliate Marketing platforms and Social Media focus by visitors in the industry.
Our analysis showed us gaps in multiple areas which would be affecting the company’s online presence:
- Emphasis on business-targeted keywords was missing on important website pages
- Interlinking between specific pages of the website was unstructured
- PPC campaigns were having a high-spend rate with little conversions; the cost per conversion was very high
- There were multiple broken links, as a result of random updates on the website
We then initiated changing these and within a month the ranking for the website improved substantially, and the overall results improved as well:
- The missing keywords were plugged in and it indexed these pages on Google almost immediately
- We structured the interlinking within the website by revamping URLs and making them search-engine-friendly
- The cost per conversion was brought down by 80% with better results. Our client got more by paying less
- All broken links were re-directed using 301 re-directs
Conclusion
Site rankings for important keywords improved remarkably on Google, visitor traffic increased by 30% in 4 months leading to a significant growth in new business.