SEO Case Studies
This is a chance to follow the progress of a campaign and look at the benefits (or lack there of) live as the campaign goes.
Air Conditioners www.domainair.com.au
I had previous success with my client in air conditioning for many years (since 2003) (www.aircondirect.com.au) where I got the site to #1 on "air conditioning" and "air conditioners". See the results below.
I am no longer involved with that site (which I built from scratch for the orginal owner featuring our Image Manager Content Management System)
Can we do that again! for the air conditioner company domainair.com.au.
Much of the research required I already had due to the other site. However there are some new factors such as increased competition for good keywords, changes to Google's algorithm that should be taken into account including-:
- Age of the site
- Structure of the site
- How often is it updated with quality content
- Ever increasing competition paying for SEO
Our strategy is for a lasting SEO campaign with high quality links. We have created a number of keyword related sites-:
All of these sites are aiming at being high ranking sites in thier own right and will help to push our target site www.domainair.com.au on our choosen keyword air conditioner. Note these sites are real sites, developed to enhance specific keywords associated with air conditioning.
Benchmarks
We have access to reliable statistics on the site and can use these to track the performance. We are most interested in improvement in keyterms. Going for a generic term "air conditioner" is a big ask in google.
Campaign started: December 14th 2009
This site is not featuring in Google in the first 10 pages under the term "air conditioner" and "air conditioning".
February 2nd 2010
Still not featured on the first 10 pages of Google - however there has been significant improvement in other search engines (Yahoo and Bing) where the site is on the first page on the term "air condtioner". Google has quite a delay factor on changes both internally on your site and external links. Getting good results in other search engines can often be a sign of things to come.
Bolts Nuts Screws Online www.boltsnutsscrewsonline.com
Jimmy called me after finding me under a search for Search Engine Optimisation Gold Coast. After some conversations, a few emails and a check of his site we started the campaign.
Bolts Nuts Screws SWOT Analysis
Strengths :-
- A nice existing site (proven to sell when Google Adwords used)
- A niche with some barriers to entry for competitors
- A competive advantage in Bolts Nuts and Screws
- An excellent understanding of the industry and nuts and bolts product knowledge
- Good organisational and computer skills
Weaknesses :-
- Very little existing organic traffic (not found easily in Google)
- Very little return on time after paying for Google Adwords
- The structure of the site not ideal for be indexed properly in Search Engines
- Possibly not recognised as an Australian site due to Domain and Hosting arrangements
Opportunites :-
- Growing number of people purchasing online
- Being an online brand for Bolts Nuts and Screws
- Broadening keywords to other areas eg. Bolts used for corrosive locations or security
Threats :-
- Established competition
- Establihed hardware chains like Bunnings with huge marketing reach
What have we done so far :-
June 12th 2009 Sent 11 page report to Jimmy that analyses his site (design and structure), looks at competitors, branding, links (both internal and external), Yellow Pages Keywords, Keywords and niche areas, record benchmarks to compare progress, domain name issues, technical site recommendations, organise effective statistics and train Jimmy in web self improvement techniques.
This report is produced with a $550 deposit - no other payment is required until specific targets are reached.
June 15th 2009 Met with Jimmy at my office to go through some techniques for improving his Nuts and Bolts site. By improving the structure of his site he can better inform Google of his products. The site uses good shopping cart software which is able to be oraganised in a way suitable for Google.
Set up statistics that help to establish the bounce rate and analyse traffic better.
June 30th 2009 Switch off the adwords campaign so we can better check statistics for organic searches.
July 10th 2009 Purchase a new domain name to help leverage traffic in different locations. We are now starting to see an improvement. For example the site is now getting traffic under Bolts Online, Screws Online and is on the first page of Google under these terms. Our target keywords are Bolts and Nuts and our aim is to get at least to page 2 under these terms.
July 15th 2009 More discussions with Jimmy, we consider creating some DIY videos and using other social media to help with his site.
August 1 2009 Nearly $4000 in sales this week. One very large order from the UK. Doing extremly well under "Bolts Nuts Screws" on Bing.com (the new search engine combination of Microsoft and Yahoo). We are in #6 position.
Getting sales is very important - it is an indicator the site works, that the design is working. It is pointless to be #1 only to realise no one will purchase due to a lack of confidence in the design.
What design elements are good on this site -:
- Nice colours
- 1000's of products (not just a flash in the pan or small operation)
- Good shopping cart software with clean flow to chechout
This site is not being recognised properly as being an Australian site. We are working on that issue. Sales in Australia should dramatically increase once this is achieved.
August 4 2009 Tweek the keywords because it appears Nuts can be confused with the confectionary item. By rearranging our keywords we may make it clearer to search engines this site is about Bolts Nuts and Screws
Ocober 4 2009 Diverse terms are doing well e.g. bolts products high tensile Australia is #3 in Google.
Ocober 29 2009 On the first page of Google! in both web and pages from australia.
I would expect to improve further on this and not drop off in the coming year - based on previous SEO experience with similar improvements.
Jimmy will not have to pay for SEO every again as he now has the skills to keep his site up there.
December 16 2009 Now moving up to position 4 in Google
This because we train our clients in simple SEO techniques how to maintain their site up the top rather than charging ongoing monthly fees.
January 11 2010 Now moving up to position 2 in Google
February 19 2010 Now moving up to position 1 in Google ★★★★★
Gourmet Jams
www.GraingeJams.com.au
Money for Jam - Can we do it?
This is irresistable 'Money for Jam' so here is a case study where you can see why sites I create do very well over time without specifically paying for Search Engine Optimisation.
I met Paul via my client Kay who sells Crystal Deodorant at the local Farmers Markets at Marina Mirage. (You can find Kay via Google she will either be #1 or #2 in "Crystal Deodorant" Body Spritz International)
 September 30 2009 This is a work in progress. We decided to put up a quick site whilst we put together a real one. We used our great DIY Website system to put up an appealling site and setup the emails domain name etc. This is the beginning and a humble one at that but it is the all important start.
SEO is time dependent so getting started is important. We need to project 3-6 months ahead. This allows us to be launched into Google and any amount spent on the DIY setup is reimbursed on the new site.
Our Target - Gourmet Jams
We want to combine Paul's personality with his great Jam and ensure that when people do take a shine to it they know where to get it.
We also are thinking ahead here, because Paul if he had a successful website could expand into other Gourmet products.
So we are going to target "Gourmet Jams".
I am going to predict that we will get to the first page of Google under Gourmet Jam and with the extra revenue and exposure Paul can expand into other Gourmet food areas. This is without actually spending one cent on SEO services.
This area has some competition but is not too competitive that a small enterprise cannot move into the space on a budget.
December 16 2009 Now on page 2 of Google
Jan 16 2010 Now on page 1 of Google - this is largely due to our design techniques - SEO is built into our sites, they naturally perform well in search engines.
Phil Hoile - GoldCoastLogin.com.au programmer
Griffith University Lecturer in industry courses
- e Business & advanced e Business
phone 07 55320651
Email Me
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