search engine optimization case studies
OrganicBambooClothing.com
Strategy:
Developed OrganicBambooClothing.com in 2006, after researching consumer and web trends via keyword research to isolate a profitable, growing niche market.
Tactics:
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Using keyword research, web content writing, search-friendly design and search engine optimization, built the website from the ground up. Now ranked #1 (organic results) on Google for “bamboo clothing,” and other highly competitive terms, and have monetized the site by securing great rankings for highly searched terms, using customer service and email marketing to build a client base.
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Utilize search engine advertising (PPC) via all three major platforms to generate additional traffic for other keywords, to promote sales and specials, and to experiment with click through rates/sales increase ratios.
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Initially set the site up for monetization via 3 affiliate programs - Amazon Associates product links, a program through Commission Junction, and a supplier-specific program from Shirts of Bamboo - as well as Google Adsense.
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Grew site traffic to the point that we turned the store into a "real" retail site in September 2009. Added a shopping cart (search engine optimized and fully intergrated) and merchant account, and developed a network of suppliers.
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To round out web presence in the bamboo product space, developed additional sites to rank in other areas, such as bamboo sheets and bamboo towels, providing multiple opportunities to bring customers to my site. See sites: Organic Bamboo Sheets & Organic Bamboo Towels
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Due to the success of the website, opened web store as a “brick and mortar” location in a local mall for Holiday 2009. Honed a completely different set of skills: negotiating with vendors; all retail buying responsibilities including importing merchandise directly from overseas; all aspects of retail merchandising, store layout and design from vision through implementation; point-of-sale programming; all accounting responsibilities; creating advertising campaigns
for radio and print; all public relations efforts,
including targeted press releases resulting in several news spots on the local NBC affiliate, an article in the Des Moines Register and a local magazine feature; employee hiring, training and management of several retail associates.
JellyBeanQuilts.com
Strategy:
Developed JellyBeanQuilts.com in 2007 for my own “hobby” business. My main goal was to simply get paid to sew, so I started creating modern, funky quilts made from the boxes of old baby clothes that every mom has stuffed in her basement! I now receive boxes of baby clothes from moms around the world who want me to turn their memories into throws, quilts & tooth fairy pillows.
Tactics:
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Relying on creating social media
buzz alone, I was able to reach moms around the country for free – this
business was profitable within a week of uploading my website. Social media outlets used included MomsLikeMe.com, Mothering.com, DMFamilies.com, Facebook, Twitter, Stumble Upon, my own WordPress Blog, various sewing & quilting forums.
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Utilized Craigslist and Ebay to increase sales in the beginning stages of this business.
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By analyzing keyword data, I isolated the specific ways people were searching for what I
offered, and have gone on to become number one on Google (organic) for my target phrase, ‘baby clothes quilts,’ as well as other key phrases that bring targeted vistors to my site.
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I have also used my public relations and marketing skills to secure a featured segment on WHO-Channel 13 (local NBC) for this
business, several blog posts, as well as a feature in an upcoming major online parenting newsletter
with a reach of 160,000 moms.
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Successfully experimented with facebook advertising - had a highly successful campaign that I continue to see returns from. Also allowed me to turn those potential customers into "fans" who I can directly interact with via facebook.
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Also used Google Adwords in the initial phases of this business.
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Utilized offline advertising via the Des Moines Children & Families Directory.
more case studies coming soon...
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