Search Engine Marketing Case Studies

A special report from the Search Engine Strategies 2001 Conference, November 14-15, Dallas, TX.

A longer, more detailed version of this article is
available to Search Engine Watch members.
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As any search engine marketer will tell you, one of the best ways of learning what works in this industry is to study successful sites. And that was the focus of this fascinating session: case studies in search engine marketing.

Jamie Lowe of All-Outdoors Whitewater Rafting and SearchEngineMarketing.com opened the session with a discussion of his rafting site.

The All-Outdoors site recently won several of the 2001 Inc Web Awards, including the Best Small Business Site in America, Winner of General Excellence, First Place in Customer Service, and Second Place in ROI.

Lowe pointed out that white water rafting is a high expense, low profit market. Because white water rafting is a small industry, they have to be creative with their ad budget. So, they put money into the Web versus magazine articles.

The company had two goals for their Web site: for the site to be displayed prominently, and for them to be able to compete for the best Web experience for the user.

How did they begin to accomplish this? All of their pages are focused and optimized for specific keywords. They use HTML links and link text along with image maps. And, they spread out the work over the course of several years.

To prove the power of search engine marketing, the company can trace $760,000 to search engine referrals in the year 2000.

Lowe's recommendations? "Don't obsess over rankings. Concentrate on content, because it will be indexed and will have lasting results."

The next panelist was Gregory Markel, Founder of Infuse Creative, a Web design and marketing company with mainly entertainment clients.

Because search engine marketing is such a "fluid environment" with things changing all the time, Markel recommends not focusing on just one thing. For example, "Never ignore secondary keywords," he said.

Markel then discussed several of his clients' sites, beginning with Finalfantasy.com. He rated the site's difficulty factor a 10 out of 10 because of the massive competition and lack of link popularity. Plus, the site is 100% Flash.

The company created 300 pages for the site and did not use cloaking strategies. Instead, they used frames with tags. They didn't bother creating link popularity because they knew it would come later.</p> <p>After optimization, the site now has several #1 rankings. In fact, $75,000 was spent in the online marketing budget, with only 7.2% on search engine marketing. But, the search engines accounted for 25% of all online traffic.</p> <p>Like Markel, Holly Dorland with JUMP Internet Marketing feels that users are desensitized to paid listings. So, she cautions not to forget your SEO stats.</p> <p>"If you are not marketing your site or driving traffic to your site, you are not going to have an effective Net presence," said Dorland. </p> <p>Her philosophy for search engine marketing includes:</p> <p>1. Strategies to get targeted traffic to site;<br /> 2. Strategies to encourage viewer interaction and input; and,<br /> 3. Strategies to get return traffic.</p> <p>Dorland added, "Know the search engines and how they work, and know that a #1 can change."</p> <p>One of her client's, TulsaTubeBending.com, is an industrial client with a very narrow audience. They wanted a cost effective marketing avenue.</p> <p>Their goals were:</p> <p>1. Increase sales leads on the Net;<br /> 2. Obtain a larger share of the viewing audience;<br /> 3. Outposition their competition; and,<br /> 4. Increase qualified traffic.</p> <p>How did her efforts pay off?</p> <ul> <li><p>After 7 months, the site boasts a 575% increase in page views;<br /> <li>203% increase in user sessions;<br /> <li>250% increase in internal page views;<br /> <li>614% increase in targeted SE keywords;<br /> <li>55% increase in conversion rate. </ul></p> <p>The company sold $100,000 in products directly attributed to Net leads in one month. </p> <p>Conclusion</p> <p>By studying the strategies of top ranking sites and experienced search engine marketers, you'll learn valuable tips that you can apply to your own site. </p> <p> Panelists:<p> <b>Jamie Lowe</b>, Internet Marketing Director, <a href="http://www.aorafting.com">All-Outdoors California Whitewater Rafting</a> and Consultant with <a href="http://www.searchenginemarketing.com">SearchEngineMarketing.com</a> <p> <b>Gregory Markel</b>, Founder and President, Online Marketing Division, <a href="http://www.infusecreative.com">Infuse Creative</a> <p> <b>Holly Dorland</b>, Director, <a href="http://www.jumpinternetmarketing.com/">JUMP Internet Marketing</a>.</p> <p><i><b>Robin Nobles</b> is Director of Training for the Academy of Web Specialists (<a href="http://www.acws.com">http://www.acws.com</a>). </i></p> <div align="center"> <center> <table border="0" cellpadding="5" cellspacing="0" bordercolor="#BBDBE6" bgcolor="#BBDBE6" bordercolorlight="#BBDBE6" bordercolordark="#BBDBE6" width="400"> <tr> <td width="100%"> <p align="center"><font size="2" face="Arial,Helvetica"><b>A <a href="/subscribers/articles/0112-case-studies.html?source=sd1218-case-studies"> longer, more detailed version</a> of this article is <br /> available to Search Engine Watch members.<br /> <a href="/about/subscribe.html?source=sd1218-case-studies">Click here to learn more about becoming a member</a></b></font></td> </tr> </table> </center> </div> <p> <h2>Google Introduces Catalog Search</h2> <p> <p>Google has launched a beta version of Google Catalog Search for products contained in more than 700 popular mail order catalogs. To create this new service, Google has collected print catalogs and scanned them into a JPEG format. From there, Google runs OCR (optical character recognition) technology over the JPEG, which extracts the text and converts it into a readable web page.</p> <p>This means that you can both view original catalog pages as they were published, and take advantage of Google's sophisticated search technology to find the products you're interested in, either within a specific catalog or across all 700 catalogs in its database.</p> <p>Google has created a nifty new navigation bar that helps you easily maneuver through catalogs, and that provides useful information about the catalog, such as publication date, catalog code, merchant phone number and so on.</p> <p>As with most of its beta initiatives, Google welcomes your feedback. Consumers and vendors are invited to send in print catalogs to be included in Google Catalog Search. Vendors also have the option of choosing not to be included.</p> <p> <b>Google Catalogs</b><br /> <a href="http://catalogs.google.com">http://catalogs.google.com</a> <p> <p> <h2>Search Headlines</h2> <p> NOTE: Article links often change. 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diagnosing and fixing common SEO issues.<br /><a href="http://sesconference.com/atlanta/rates-pass-details.php?utm_source=sew&amp;utm_medium=article-promo&amp;utm_content=register&amp;utm_campaign=sesatlanta" target="_blank">Register today!</a></p> </aside> <!--end OTDM-[article-promo]--> </div> <section class="about-author"> <header> <h3>About the author</h3> </header> <ul class="list-horizontal"> <li> <h6><a href="/author/1773/robin-nobles">Robin Nobles</a></h6> </li> </ul> <div class="truncate02"> </div> </section> <aside class="related-content"> <header class="more-on"> <h3>More on Industry</h3> </header> <div class="content-rows"> <article class="content-block industry"> <h2> <a href="/sew/news/2405733/google-profits-rise-as-ad-revenues-increase" title="Google Profits Rise Driven By Increasing Ad Revenues">Google Profits Rise Driven By Increasing Ad Revenues</a> </h2> <a href="/sew/news/2405733/google-profits-rise-as-ad-revenues-increase"><img alt="Google logo " height="87" src="/IMG/241/186241/google-logo-18711-140x87.jpg?1422603820" title="Google logo " width="140" /></a> <p> <span class="summary-short"> Google reported a 4 percent increase in profits for Q1, driven by a steady growth in ad revenues. The company was hurt by the recent strength of the U.S. dollar, however. </span> <a href="http://searchenginewatch.com/sew/news/2405733/google-profits-rise-as-ad-revenues-increase#disqus_comments" data-disqus-identifier="2405733" class="comments-count">0 Comments</a> </p> <ul class="list-horizontal-main"> <li> <a href="/category/industry" class="category-link">Industry</a> </li> <li> <a href="/author/1523/dan-worth">Dan Worth</a> </li> <li> <time datetime="2015-04-24" itemprop="datePublished"> Apr 24, 2015 </time> </li> </ul> </article> <article class="content-block industry"> <h2> <a href="/sew/news/2405702/bing-follows-googles-lead-and-launches-shopping-campaigns" title="Bing Follows Google's Lead and Launches Shopping Campaigns">Bing Follows Google's Lead and Launches Shopping Campaigns</a> </h2> <a href="/sew/news/2405702/bing-follows-googles-lead-and-launches-shopping-campaigns"><img alt="Bing Ads" height="87" src="/IMG/915/290915/bing-ads-purple-140x87.png?1429515504" title="Bing Ads" width="140" /></a> <p> <span class="summary-short"> Much like Google did last year, Bing is now beta testing shopping campaigns, which give advertisers more sophisticated management and performance tracking capabilities. </span> <a href="http://searchenginewatch.com/sew/news/2405702/bing-follows-googles-lead-and-launches-shopping-campaigns#disqus_comments" data-disqus-identifier="2405702" class="comments-count">0 Comments</a> </p> <ul class="list-horizontal-main"> <li> <a href="/category/industry" class="category-link">Industry</a> </li> <li> <a href="/author/3177/mike-o-brien">Mike O'Brien</a> </li> <li> <time datetime="2015-04-24" itemprop="datePublished"> Apr 24, 2015 </time> </li> </ul> </article> </div> <div class="content-rows"> <article class="content-block industry"> <h2> <a href="/sew/news/2405542/iab-search-led-ad-spend-in-2014" title="IAB: Search Led Ad Spend in 2014">IAB: Search Led Ad Spend in 2014</a> </h2> <a href="/sew/news/2405542/iab-search-led-ad-spend-in-2014"><img alt="new-iab-logo" height="87" src="/IMG/616/241616/new-iab-logo-140x87.gif?1429784564" title="new-iab-logo" width="140" /></a> <p> <span class="summary-short"> Search led ad format spend, while mobile continued its steady growth. </span> <a href="http://searchenginewatch.com/sew/news/2405542/iab-search-led-ad-spend-in-2014#disqus_comments" data-disqus-identifier="2405542" class="comments-count">0 Comments</a> </p> <ul class="list-horizontal-main"> <li> <a href="/category/industry" class="category-link">Industry</a> </li> <li> <a href="/author/1212/melanie-white">Melanie White</a> </li> <li> <time datetime="2015-04-23" itemprop="datePublished"> Apr 23, 2015 </time> </li> </ul> </article> <article class="content-block industry"> <h2> <a href="/sew/how-to/2405308/will-yandex-penalizing-paid-links-affect-other-search-engines-ranking-factors" title="Will Yandex Penalizing Paid Links Affect Other Search Engines’ Ranking Factors?">Will Yandex Penalizing Paid Links Affect Other Search Engines’ Ranking Factors?</a> </h2> <a href="/sew/how-to/2405308/will-yandex-penalizing-paid-links-affect-other-search-engines-ranking-factors"><img alt="yandex-logo-russian" height="87" src="/IMG/938/315938/yandex-logo-russian-140x87.png?1429924393" title="yandex-logo-russian" width="140" /></a> <p> <span class="summary-short"> The move by the Russian search engine to penalize paid links may be a smart one, but will it have a ripple effect on other search engines such as Baidu and Naver? </span> <a href="http://searchenginewatch.com/sew/how-to/2405308/will-yandex-penalizing-paid-links-affect-other-search-engines-ranking-factors#disqus_comments" data-disqus-identifier="2405308" class="comments-count">0 Comments</a> </p> <ul class="list-horizontal-main"> <li> <a href="/category/seo" class="category-link">SEO</a> </li> <li> <a href="/author/1833/michael-bonfils">Michael Bonfils</a> </li> <li> <time datetime="2015-04-23" itemprop="datePublished"> Apr 23, 2015 </time> </li> </ul> </article> </div> </aside> <div id="otdm-article-below-more-on"></div> <div id="otdm-article-above-comments"></div> <!-- comment holder start --> <aside class="list-holder comments"> <span class="anchor" id="disqus_comments"></span> <header class="list-title"> <h3>Comments</h3> <span class="read_more comment-add">View or add comments</span> </header> <div class="list-inner hide"> <div id="disqus_thread"> </div> <script type="text/javascript"> /* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */ var disqus_shortname = 'sewatch'; 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SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers... </li> <li> <a href="http://feedproxy.google.com/~r/ClickzcomJobs/~3/jlLyvGKfOZY/detailjob.php" target="_blank">Paid Search / Search Engine Marketing (SEM, PPC) Specialist </a> <br> Apr 6, 2015 - Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital... </li> <li> <a href="http://feedproxy.google.com/~r/ClickzcomJobs/~3/i8wnMYNJLcs/detailjob.php" target="_blank">Website Optimizer - SEO, CRO, Analytics</a> <br> Mar 25, 2015 - Website Optimizer - SEO, CRO, Analytics (Marcel Digital) - ChicagoMarcel... </li> </ul> <footer> <a target="_blank" href="http://jobs.clickz.com/" title="ClickZ Jobs"><div class="branding"></div></a> <span class="more-icon"></span> <p class="more-link"> <a href=http://jobs.clickz.com/ target="_blank">More Jobs</a> </p> </footer> </div> </aside> <div id="otdm-rhc-mpu-ad-slot8"></div> </div> </div> <!-- end content --> <div id="otdm-bottom"> </div> </div> <footer role="contentinfo"> <div class="container"> <div class="container-inner"> <nav class="menu-columns display-left"> <ul> <li class="home"><a href="http://searchenginewatch.com/">Home</a></li> <li><a href="http://searchenginewatch.com/static/about">About us</a></li> <li><a href="http://searchenginewatch.com/static/contact">Contact SEW</a></li> <li><a href="http://searchenginewatch.com/static/advertise">Advertise</a></li> <li><a href="http://searchenginewatch.com/static/contact-newsletter-help">Newsletter help</a></li> <li><a href="http://searchenginewatch.com/static/site-map">Site map</a></li> <li><a href="http://www.incisivemedia.com/terms-and-conditions/" target="_blank">Copyright &amp; Licensing</a></li> <li><a href="http://www.incisivemedia.com/privacy-policy/" target="_blank">Privacy policy</a></li> <li><a href="http://searchenginewatch.com/type/study">Stats</a></li> <li><a href="http://searchenginewatch.com/type/how-to">How-To</a></li> </ul> </nav><!-- end display-left --> <div class="menu-columns display-right"> <div class="logo"><span class="screen-reader-text">&copy; Incisive Interactive Marketing LLC. 2015</span></div> <p class="copyright-truncated">Incisive Interactive Marketing LLC. 2015 All rights reserved. 55 Broad Street, 22nd Floor, New York, NY 10004</p> <p class="copyright-full">Incisive Interactive Marketing LLC. 2015 All rights reserved. 55 Broad Street, 22nd Floor, New York, NY 10004</p> </div><!-- end display-right --> <a target="_blank" title="Digital publisher of the year 2010 &amp; 2013" href="http://www.incisivemedia.com/accreditations"> <div class="accreditation"> <span class="screen-reader-text">Digital publisher of the year 2010 &amp; 2013</span> </div> </a> <p class="accredit-text"> <a target="_blank" href="http://www.incisivemedia.com/accreditations">Digital publisher of the year 2010 &amp; 2013</a> </p> </div><!-- end footer .container-inner --> </div> </footer> <!-- container end --> <script src="http://code.jquery.com/jquery-latest.min.js"></script> <script type="text/javascript" src="http://sesconference.com/_includes/sew-assets/javascripts/sew.js"></script> <!--[if lt IE 9]> <script src="http://sesconference.com/_includes/sew-assets/javascripts/respond.min.js"></script> <script src="/javascripts/respond.proxy.js"></script> <![endif]--> <!-- Quantcast Tag --> <noscript> <div style="display:none;"><img src="//pixel.quantserve.com/pixel/p-b1ou2z6Xnkchs.gif" border="0" height="1" width="1" alt="Quantcast"/> </div> </noscript> <!-- End Quantcast tag --> <!--Disqus scripts--> <script type="text/javascript"> /* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */ var disqus_shortname = 'sewatch'; // required: replace example with your forum shortname /* * * DON'T EDIT BELOW THIS LINE * * */ (function () { var s = document.createElement('script'); s.async = true; s.type = 'text/javascript'; s.src = 'http://' + disqus_shortname + '.disqus.com/count.js'; (document.getElementsByTagName('HEAD')[0] || document.getElementsByTagName('BODY')[0]).appendChild(s); }()); </script> </body> </html>