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One of our early customers is in the basketball training aids market. The company sells all types of basketball related coaching, shooting, ball handling and training related products and had a small number of subscribers to their newsletter. The web site had no keywords ranked in the top 50 of any search engines and relied primarily on Pay Per Click advertising to sell their products.
The goal of the engagement was to get a few of the primary keywords into the top 10 of the search engine results for organic search. The site had a very small number of inbound links and had done no on-page optimizing for any of the keywords for which they desired to rank well.
After some simple rearranging of the secondary pages of the web site (less than 2 hours to complete), we developed 2 articles focusing on the use of the products and how they would benefit basketball players looking to improve their game. We submitted the articles with backlinks featuring the focused keywords to 100 blog and article sites each week for 2 months and watched as the keywords quickly climbed in the overall rankings. At the end of week 4 we were seeing very little movement for any of the keywords and then saw a significant move to the top 20 for more than 10 of the high traffic words the site was optimized for, with the largest move coming for the keywords in the articles we developed and submitted.
At the conclusion of the third month we were able to see 6 keywords in the top 10 with one of the keywords reaching number 2 in the rankings. We noticed the pace with which the site was being indexed by Google had increased from once a month to every other week and the number of pages indexed reached to the full number of pages on the site.
Results: Traffic increased by a factor of 4 over the 4 month period, allowing the company to dramatically reduce the monthly amount spent on Pay Per Click advertising. Sales were up 2.5 times from the beginning of the campaign to the end, although the summer basketball season was beginning and we believed there was a natural increase that they might have enjoyed from their PPC campaigns. The nicest part of this project was that their margins had increased by 13% from the reduction of the PPC cost! Newsletter signups increased to more than 5 times the rate compared to when the campaign began.
This case study is typical, not extraordinary - let us do the same for you.
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