Search Revenues - Search Engine Marketing

Search Revenues - Case Studies: A Manufacturing Company Wanted A Comprehensive Search Marketing Campaign.

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Issue
This worldwide manufacturing company is one of the leading jet engine manufacturing companies serving over 65 countries. In addition to their other product lines: appliances, truck logistics, modular trailers, for several years they had no search marketing plans or campaigns in place. The majority of existing internet visitor traffic to their websites had been a result of announcements via regular mail, business relationships and some sporadic spidering of their pages by the search engines.

Challenge
Thousands of dynamically generated pages were in need of optimization, most of which were java servlet pages running on websphere platforms existing on in-house IBM servers. Because of their dynamic nature, the pages were not easily read by the search engine spiders. Thus content and meta-tags could not easily be retrieved. In addition, not every page encompassed meta-tags. The enormous task of maintaining metas on their sites, creating new ones for the pages that did not already have them and managing keywords and key phrases was difficult to say the least. Most of their content was invisible to the search engines. The company just did not have the database tooling, key phrase knowledge and search engine marketing experience needed for such a large ongoing project.

Solution
Immediately Search Revenues went to work with a concise evaluation and a plan to optimize by domain all of the search engine elements needed to fulfill the requirements of boosting visitor traffic. Keyword and key phrase evaluations were conducted. A final subsequent collection of the findings and recommendations were presented to the client. Meta-tags were generated and maintained in bulk at regular intervals, page inventories were evaluated on an ongoing basis. To ensure proper search engine submission countless web pages were manually submitted to the search engines and also to the directories. Efforts were made to enhance website link popularity. Individual parts of the directory submissions were grouped and included a analysis into appropriate and relevant categories inline with the products or services offered. The result an immediate 20% increase in visitor hits and an additional 35% increase thereafter. The number of site referrals doubled and since then our client has never looked back.

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