Posts Tagged ‘online marketing’
Here is a case study of the revenue that a client achieved by optimizing a single keyword that moved from the bottom of the second page of Google to a number 4 position, above the fold on the first page.
A client’s website had a ranking of 18 for their primary target keywords on the second page of Google’s natural search engine results. Considering how many marketers are competing for the top positions for this keyword, appearing on the second page of search results seemed a like an accomplishment, but we thought that it could be better.
SEO Works
We focused our optimization efforts on improving the natural keyword ranking for this one target keyword. Eventually, the ranking for the keyword first moved to the number 9 position, and then to the number 4 position of the first page search engine results. The improved search engine ranking for this single keyword generated an increase in sales leads far more than expected, which subsequently converted to an increase in sales revenue amounting to over $1,000,000.
Tracking the Moves
The list below shows the search engine ranking relative to the number of sales leads that were generated from the company’s primary target keyword:
- Nov 08 – position 18 = 6 leads
- Dec 08 – position 9 = 31 leads
- Jan 09 – position 9 = 126 leads
- Feb 09 – position 4 = 102 leads
- Mar 09 – position 4 = 207 leads
- Apr 09 – position 4= 221 leads
Summary of Results
The increase in the number of monthly sales leads can be seen as the target keyword ranking moved up over the six month time period. The full benefit of the keyword moving from the 18th to the 9th position is reflected in the January total because the change occurred later in the month of December. The same applies to the move from position 9 to position 4 because the change occurred later in February.
For marketing managers and business owners who are wondering about the difference between having a major keyword listing on the first page of search results compared to the second page of results, this case study should provide some insight based on our experience.
It also shows an example of the potential benefit from having keyword search results listed above the fold of a web page as opposed to below the fold where viewers must scroll down to see more search listings.
There was clear evidence that a higher organic search engine ranking can dramatically affect sales lead generation and company revenue, in this case over ,000,000.
Wriiten by Rick Smith: Online Marketing Agency, Newspaper SEO, Auto Dealer SEO.
If you have a blog where you want to reach more people and share your ideas, or an online business where you want more customers; (and who doesn’t want that?) you need to create videos for your business and get them online for your customers to see!
If you aren’t doing this and your competitors are, then they are taking customers from you that don’t even know you exist. If they aren’t producing video for YouTube or their own sites then you need to make sure you get those customers they are missing.
Compete.com shows YouTube as having 85 million unique visitors July 2009! Imagine for a moment what sort of traffic you would get from a viral video with 100,000 views… 200,000 views…. 1 million views! A certain percentage of those people would visit your site and a percentage of those would sign up for your newsletter or buy something from you.
Now if my math is right, and you get 1 million views for a video and only 3% of those viewers visit your site that is 30 thousand visitors! If 3% of those signed up or bought something, that is 900 signups or sales! Sound good to you?
I know it’s very difficult to get a video with 1 million views, but take a look at YouTube and see what videos are that popular. Why do they become popular? What is so good about them? It’s not the production value, it’s not because they have celebrities or cost a large amount of money to create.
These videos are crazy popular because they are extremely funny, or cool, or amazing for some reason. The videos can be planned out, but wildly popular vidoes are not outwardly selling anything, there is no pitch. If you want to create a viral video you cannot be selling in the video, let the video sell for you!
There’s an old saying from my door-to-door sales days “Sell the sizzle not the steak”. Well what does this mean to you? If I want to sell plant food, do I talk about the chemical composition and the different nutrients that are in it? NO! I don’t want to sell the customer on the fertilizer, I sell them on the end result my product gives them: BIG tomatoes, and that’s the sizzle!
Give the viewer something in your videos for free. We are a camera repair shop and can’t make videos about how to repair every camera, but your customers are looking for something regarding your business, so find out what it is and give it to them!
Teach them something, give them information they are looking for, entertain them. Become an authority on your topic, and they will love you and gladly tell others about you.
No need to spend thousands on professional video production, but they must be easy to watch and understand.
- You don’t have to have an HD quality camcorder, but make sure that it is good quality and you have plenty of light!
- Use a quality microphone. Poor audio will drive away most viewers, guaranteed.
- Use a solid backdrop, don’t show your cluttered basement or office or bedroom unless this is part of your presentation
- Write a script or at least notes regarding what you want to say
- Practice and view your results before publishing it. Ask others for opinions and feedback!
- Everyone hates the sound of their own voice; but that is how we hear you so don’t worry, you sound fine.
Keep going, things will keep getting better along the way!
Now I’m off to try and figure out what my customers are looking for regarding camera repair for their Sony, Canon and Nikon cameras and then just give it to them.
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Keith Erskine –
Motorcycle Diary