Internet Marketing Case Study

The Company:

ShadesShuttersBlinds is a leading window treatment dealer selling primarily to consumers. Currently they make all their sales online.

The Challenge:

ShadesShuttersBlinds came to KeywordRanking with the goal of making one million dollars US in sales for '04. Before our search engine marketing service started they were on track to make $48,000.

KeywordRanking Applied Strategy:

Our service began with the Shared Vision Process interview during which ShadesShuttersBlinds' dedicated business consultant learned about their specific marketing vision, their plans for business development, and their goals for the campaign. This discussion gave us crucial details regarding the window treatment marketplace and laid the strategic groundwork for the entire campaign.

Next our search engine analysts began the KeywordRanking search marketing process with an in-depth review of the site, making note of any technical barriers that could be keeping search engines from crawling the site. At the outset the site had no pages in the top thirty results in all the major search engines, indicating a major technical issue.

Our keyword analysts began the optimization process by researching ShadesShuttersBlinds' industry. The online window treatment industry is competitive, with more than three million results in Google for the phrase "window treatment." Through our meticulous keyword analysis process our team found phrases that convert for each page of the site.

Armed with keywords our copywriting team went to work on the site's copy, working their converting phrases into the site's text at the optimal densities and frequencies.

On our team's recommendation ShadesShuttersBlinds began using product names more strategically which, combined with our extensive efforts, aided the relevance of their pages in the eyes of the search engine.

Development Strategy:

In addition to our industry-leading keyword research, SEM copywriting and link building program we found one particular issue that, when fixed, aided ShadesShuttersBlinds' dramatic climb through the rankings.

Our extensive visibility analysis revealed that they had Java drop down navigation menus. Search engine spiders, which collect information about a site for the search engine index, can't reach interior pages linked to in this manner.

On our advice ShadesShuttersBlinds made changes that not only allowed the spiders to pass through to deeper pages but actually boosted relevance for these pages.
 

Campaign Success:

Revenues have gone from 4,000 a month before our services to 180,000 a month. They made this 4,500 percent increase solely with organic search marketing tactics and will easily break one million in sales this year.

Their goals for next year are two million, and they're planning to move up to the ProMetrics level of service and continue growing with KeywordRanking.

They currently use no PPC marketing, though view this as one of their next steps for marketing online.

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