Colorado Internet Marketing Consultants
Just having a business website isn't enough - your customers must be able to find it. Red Kite can help you optimize your site for better search results.
Marketing Case Study
RockySoft (www.rockysoft.com) is a leading provider of innovative inventory management solutions for mid-market businesses. They offer a suite of tools and services that challenge conventional inventory management ideas with better answers. RockySoft's tools for managing distribution, manufacturing and importing balance inventory investment and customer service, and streamline forecasting, planning and procurement for greater productivity.
The Problem
The marketplace for inventory management solutions is a highly competitive one. RockySoft asked Red Kite to help them increase online awareness of their products and services. Because of the high cost per click of pay-per-click (PPC) marketing for their top keyword choices, RockySoft was interested in improving their organic search engine results and eventually reducing their use of PPC.
The Approach
Red Kite began by conducting an SEO Audit of www.rockysoft.com. The audit revealed a number of issues that were obviously not helping RockySoft's search engine rankings, but most of which were easily addressable using basic SEO techniques.
Red Kite approached the problem by first working with RockySoft to clearly define their goals. In addition to generally improving search engine results and product/service awareness, RockySoft wanted to increase the number of visitors that answered a specific call-to-action (a survey tool) on their home page. Red Kite and RockySoft defined conversions based on these goals in order to measure changes over the next three months, focusing on the home page and seven key services pages.
Goals included:
- "Show up in the higher ranks of results when our potential clients conduct a search on the major search engines"
- "Reduce the PPC expense associated with reaching potential clients"
- "Show up alongside our competitors - come to play!"
It was critical that Red Kite gain an understanding of the tough competitive field for RockySoft's market. To this end, we reviewed top competitor websites and found that few had had any optimization work done at all. Any changes that we made to RockySoft's site would give them a competitive edge against their top business rivals.
Red Kite compiled an initial keyword list based on RockySoft's current content, competitor sites, and online tools and worked with RockySoft to refine the list. We focused on those keywords that were, for the most part, lower to moderately competitive, moderately to highly relevant to the business, and had at least moderate use by human searchers according to a number of keyword research tools.
We made adjustments to the code and content on the eight target pages to incorporate the new keywords. In addition, we rewrote the home page content (with RockySoft's assistance) to focus squarely on the services offered, and improved linkages between the home page and the target services pages.
Red Kite implemented a long-term link building campaign that RockySoft now oversees.
Finally, Red Kite reorganized and reemphasized the survey call-to-action on the home page.
The Results
Three months later, the improvements were becoming evident. The number of total unique visitors to the site increased over 29%, while the average number of monthly visitors to the eight landing pages increased 51%. Referrals by Google, Yahoo and MSN Search increased 23%.
Most striking is the increase in the number of visitors responding to the call-to-action on the home page and completing the survey; the number rose by 140% in the initial three months of SEO work.
"80 - 90% of RockySoft's potential clients begin their search for inventory management solutions on the website," says Vice President of Business Development Jeffrey Porter. "Furthermore the biggest percent of the individuals conducting the preliminary search are decision makers. If clients can't locate us alongside our competitors; we don't get the opportunity to bat!"
"The skills, knowledge and direction Red Kite brought to the table have launched us in the right direction for accomplishing our goals. I am extremely pleased with the results we have accomplished in this first phase!"
Contact Red Kite for more information about our professional search engine optimization services.
