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Search Engine Marketing Case Studies

Search Engine Optimization and Pay Per Click Advertising

Niche: Industrial water treatment equipment/solutions

Background:

Since 1947, Water Professionals ® has provided high quality processed water, industrial water treatment equipment, and water-related services for a variety of industries. Their history of sales and service includes some of the most respected companies in their various fields. Water Professionals ® was working with an advertising agency that had done a poor job with their SEO and PPC campaigns. Water Professionals ® came to us for help.

Challenges:

WaterProfessionals.com needed to be more easily found in the search engines, in order to achieve a greater number of leads, thus gaining market share. Pay Per Click Problems: Their pay per click campaigns were performing poorly and their money was being wasted, yet the ad agency was not providing them with PPC reports – thus keeping them in the dark about what exactly was wrong with their pay per click campaigns. SEO/SEM Problems: Their website was quite large and not one single webpage had been properly optimized. The optimization that was performed in the past, was based upon a poorly researched keyword list, making the past SEM Campaign destined to fail before it was even launched!

Other Concerns Included:

SEO/SEM: In-Depth Keyword Research/Analysis builds the Cornerstone of every great Search Engine Marketing Campaign, and we spent over 50 hours researching and analyzing keywords and keyword combinations, to discover which keywords were going to bring this website the greatest numbers of targeted traffic. State-of-the-art SEO was performed on the website, and additional content-rich and informative webpages were built to further solidify and unify the themes of the website. Supporting SEO activities included creating quality relevant content aimed at WaterProfessionals®’s target market, publishing some at the website, publishing some at niche websites and relevant social media platforms, linking said content to waterprofessionals.com and promoting said content. Our SEO activities also included niche link building and social media marketing, and more.

PPC: We were challenged with the enormous job of rebuilding this client’s two, large, PPC accounts from scratch, and quickly fine-tuning them, thus turning them into smoothly-running money-making machines! Water Professionals ® was thrilled to receive generous reports that were replete with solid data and summarized with acute clarity!

* Success! *

Great positions achieved.

WaterProfessionals.com achieved twelve #1 positions in the top search engines where there were zero! (and that’s not including names, like “Water Professionals” or “waterprofessionals.com”)

Total Top Ten Positions: 63

Total Positions in Top Three Results Pages: 164

Traffic Success!

We made big improvements in the targeted traffic that WaterProfessionals.com receives!

Visitors from Search Engines Increased by 46%: First Month of Campaign: 1,171 visitors Sixth Month of Campaign: 1,715 visitors

Monthly Traffic Increased by 34%: First Month of Campaign: 2,226 visitors Sixth Month of Campaign: 2,989 visitors

Increased by 17%:> First Month of Campaign: 1,316 pageviews Sixth Month of Campaign: 1,546 pageviews

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Case Study: How One Company's Thought-Leadership Content Is Driving New Business, Exposure

Case study: Search engine marketing strategy as Converse creates entertainment from Google

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This case study from Conserve has to be the most innovative approach to search engine marketing that we have ever seen. In order to connect with their youth audience in a highly targeted and personal way Converse exploited the search engines results page by cleverly bidding on long tail keyphrases that they could assume were teenager generated.

This enabled them to own paid search advertising spaces (otherwise unexploited) to start a conversation and capture response (at a very low cost) from their target audience. With this simple tactic in place they generated numerous low cost microsites that collectively captured the imagination of their audience.

More on the case study: Brand: Converse | Media: Search and websites | Country: USA / Global | Agency: Anomaly | Sector: Clothing - Footwear | Objective: Build brand equity, create relevant entertainment experiences | Format: Search engine marketing strategy that combines search with entertainment and microsites

Watch a YouTube video explaining how the campaign worked here:

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Since implementing the SEO efforts, we are ranking on the 1st page for several keywords, we’ve acquired feature snippets, and our site traffic is steadily growing.

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BMarko Structures - A Construction SEO Case Study

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Foresee medical - an SEO SaaS case study

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An SEO case study is an actual instance that showcases how to effectively increase a website’s organic traffic, obtain higher-quality leads, and enhance conversion rates. SEO case studies provide real-world examples of successful techniques and strategies.

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Strategic SEM That Generates RoI and Better Business Online:

The case study discusses the problem with poor outcomes generated by the client’s older internet marketing campaign in terms of lower customer engagement and not-so-great online business visibility. It touches upon how the revised strategy of Search Engine Marketing (SEM) implemented by iNoryaSoft provided dual advantages to the client. It not only catapulted the visibility of the brand value proposition for the client company, but also drove targeted traffic to the site and boosted conversions substantially.

The client:

The problem:

The client wanted to beat competition in search engine rankings, so that students who are interested in searching more about viable higher education exam prep could discover the value proposition of the client. However, the lack of a cohesive plan prevented the client to meet this objective. It was rapidly losing new enrolments to competitors who were placed higher on search engine rankings (either organically or through paid campaigns).

Since more students and parents were enrolling with competitor academies, the client was unable to position itself as a leader in higher education training in the US with effective outreach. This also meant that, the high business and revenue targets it had from the online segment weren’t achieved within the stated time.

As a result, the company saw that it was losing the user-base, as not many were able to know about their existence and the stellar work they have been doing in the field of exam prep training for higher education students. The client wanted to reverse the slide and in quick time. It also wanted to invest in an online marketing plan that delivered results faster than the traditional SEO route.

The solution construct:

With a major hand in the client’s earned traffic (i.e. SEO), we were a natural fit for the client’s paid search marketing requirements. Our domain experience helped us seal the deal with the client and our past track record helped the client to understand our calibre in the field of paid search marketing. Our scope of work entailed the 3 main SEM platforms - Google AdWords, Yahoo! Search Marketing, and Microsoft adCenter.

The first step was to brainstorm with the client about the line of business, their services/ products, and their main audience over the online space. Post this, we came up with a list of keywords that would be most probably keyed in by the Google users to find businesses like the client. This also included factoring in specific information like geo-location. With the right contextual information, we made sure that only high-quality traffic was made aware of the client’s expertise in the US.

Now that we knew which keywords we were running after, we then designed the groupings so that we could send bids to the search engines along with carefully tailored ads. Our intense focus was on creating relevant PPC keywords list, fine-tuning the keyword groups, and generating better ad copy.

We also optimized the PPC text ads and used modified broad match options to refine the targeting for better returns at a lower cost. We also focused on CTR and well-aligned landing page ad for a better-quality score to get the top spot in PPC search.

As a part of our campaign monitoring initiative, we kept a track of how each keyword and keyword group was performing on a regular basis. All under-performing and expensive keywords were quickly replaced with new cost-optimal keywords to enhance the efficacy of the campaign.

The benefit:

Contact us at iNoryaSoft to know more on how you can leverage our digital marketing competencies to add substantial long-term value to your business.

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