Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market - Travis Low
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Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market In this how-to SEM case study you'll follow the steps that led to a B2C company's 50% increases in web traffic and 35% increase in sales on organic search alone during the initial four months. You'll also learn how the company's PPC campaign experienced triple digit growth in PPC while lowering costs per sale. * Travis Low, Director, Search Operations, Webmarketing123
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Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market - Travis Low
- 1. How Webmarketing123 Increased Direct Sales & Web Traffic in a Crowded Market Travis Low (@TravisLowSEO) Director, Search Marketing WebMarketing123.com June 18, 2010
- 2. Outline 1. Clarisonic: The Company on a Mission 2. 5 Fundamentals of SEO: Recipe for Success 3. PPC Campaign Summary 4. Web Traffic & Sales Results 5. Key Takeaways: SEM for YOU
- 6. Distributors sold other beauty products
- 8. 10 ranked between pages 2 and 10 of Google
- 12. Pay Per Click – Too expensive
- 15. Customer terminology, how do real people search
- 17. The 5 Pillars - #1 Keywords Competitive Analysis
- 18. Screen clipping taken: 6/10/2010, 5:03 PM The 5 Pillars - #2 Site Content More content that is relevant to your keywords
- 19. The 5 Pillars - #2 Site Content More content linking to other relevant pages within the site
- 20. The 5 Pillars - #3 Meta Content Consist of: a) <Page Title> b) <Description> c) <Keywords>
- 21. The 5 Pillars #3A Meta Content – Page Title Place keywords in firstor secondposition of page title for highest impact
- 22. The 5 Pillars #3B Meta Content – Description Place keywords in description of page. Maximum number of characters is 150.
- 23. The 5 Pillars#3C Meta Content – Keywords Meta Keyword section has less impact.
- 24. The 5Pillars - #4 Keywords in URL Where we placed keyword in Clarisonic’s URLs
- 25. The 5 Pillars - #5 Inbound Links Other related websites pointing to Clarisonic’s pages. Blog/Target Demographic Link - http://www.tothemotherhood.com/ Non-Profit Sponsorship Campaign - http://www.totalbeauty.com/blogger_bca_campaign_page Geospecific Internet Directory- http://www.seattle24x7.com/dir.htm Company who endorses our product - http://www.laser-skincare.com/ National Shopping Directory Listing - http://www.ambradirectory.com/Shopping/ A Fashion Blogger - http://www.thefashionablehousewife.com/12/2009/clarisonic-mia-sonic-skin-cleansing-system/
- 27. Increased conversion volume by 268%
- 31. Planning for the Long-Term 1. Planting the seeds for new products - Begin optimization before new releases so we are well positioned when launched 2. Keeping on the pulse of keyword selection - Quarterly review of targeted keywords to ensure qualified traffic 3. Increase in PPC spending while reducing cost per conversion/sale - Continuously work to reduce cost while increasing sales - Continuing to add keywords, manage bids, A/B test ad copy, offers and landing pages
- 33. Doing SEO and PPC correctly requires full time resources. To get results, like Clarisonic’s, takes a lot of work and expertise.
- 35. Clarisonic Online Marketing Summit Attendees Thank You..
Editor's Notes
- You need to have keyword rich content on each of your webpages, especially your homepage“If you don’t write about it, you’re not going to rank for it”Most Flash components cannot be read by search crawlers so you want to keep your flash elements to a minimum or have a html version of your website too.Keep your message simple and relevant to the reader while having essential keywords inserted. Most importantly, make sure it make grammatical sense. Search engines can tell when you are placing keywords on your page just to rank higher.
- Content Siloing or Theme of your site.Internal links to other related content within the site. If you write about beauty and skin care and link to relevant content within your site about that, (CLICK) this essentially tells the search engines what theme of your site is about. On top of that, the inbound links you get from other beauty and skin care related sites, strengthens the theme and reinforces the authority of your website for search engines. As we discussed earlier, relevant inbound links are crucial to you site getting ranked higher.