Archive for August, 2010

Laying the Path for More Web Traffic

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Background
Terramano is a family owned business that manufactures and sells authentic handmade terracotta and saltillo tile. To increase sales through the internet, Terramano wanted to focus on improving organic search results and Google AdWords campaigns.

Key Challenges

  • Content – Terramano’s site was built with a template site editor and looked nice, but it only contained basic information on the company and was not written to what the customer wants or needs. There were no clear product descriptions, few keywords, and the navigation did not clearly indicate the information to be found on each page.
  • Tracking – The site editor allowed for only minimal tracking that showed the number of visits per day. We were unable to see statistics regarding entrance and exit pages, geographic location, sources of traffic, and the time visitors spent on site. If we were going to evaluate the quality of traffic, we would need to put detailed tracking in place to measure the performance of the site.
  • Keyword Differentiation – Terramano was unsure which keywords people used most when searching for their products out of the many variations, i.e. mexican tile, terracotta, saltillo, clay tile, etc.

Strategy

  • Keyword Development – Extensive keyword research determined which search terms Terramano should focus on. For example, “terracotta tile” and “mexican tile” are searched far more often than “saltillo tile”.
  • Content Development and Website Restructure – We restructured the site and navigation to be more user-friendly and intuitive, developing content for the Home and Products pages that better explains the different types of tile and available colors, sizes and finishes. Also included in site changes were new photographs with descriptive file names and image tags containing keywords and information about geographic areas served, since Terramano’s products are sold throughout the US and Mexico.
  • Tracking Installation – Moving the site out of the content management system allowed for more sophisticated tracking. We took this opportunity to clean up the code and install Google Analytics, which provides detailed information on site visits, including traffic from Google AdWords.
  • Link Strategy – We developed a link strategy for Terramano that included recommendations for industry trade groups and organizations they may want to join.
  • AdWords Campaign Restructure – Keyword lists in Terramano’s account were expanded based on research and the campaigns were reorganized. One set of ads now targets users looking for tile floors in general, and another set targets users searching specifically for terracotta or clay tile. Conversion tracking also measures which keywords and ads result in contact form submissions.

Results
Since February, Terramano has climbed in organic rankings for all of their keywords, and is on the first page for many. They are now getting visits from serious prospective clients and receive several form submissions every week. Organic search traffic for August compared to March increased by 70.1%, and has been steadily climbing month by month.

For pay per click search engine traffic, the number of site visits has increased by 150% due to more effective ad wording, which improved the average click through rate from 0.55% to 10%. The quality of these leads has improved as well, demonstrated by a 12% decrease in the average bounce rate. Terramano continues to climb in rankings and looks forward to selling their unique products to a more targeted audience.    

Search Engine Rankings*

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* Search engine rankings change often. These results are from August 25, 2010 and show rankings for searches within the San Antonio area.

Securing a Web Presence

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Background
ThreadStrong is a self-paced, e-Learning solution, designed by Denim Group experts, to help developers understand and apply the principles of secure application development. ROBOT built the ThreadStrong website as a multi-purpose site: 1) as a sales tool/online brochure to which Denim Group could direct leads to more information about the product, and 2) as a front-door for prospects looking for application security training. ROBOT built the site to be search engine-friendly from the start, so we employed much of the SEO strategy during the site development.

Challenges

  • Search Terms – Both “e-Learning” and “application security” go by many different names (i.e. virtual training, computer-based training, software security, etc).
  • Competition – ThreadStrong has several direct and indirect competitors on a national and international level.

Strategy

  • Keyword Development – Keyword research determined which phrases and keyword variations were used most often in searches. Because broader terms, such as “application security training”, were the most popular, and very few people actually search for “e-Learning”, we decided to focus our efforts on addressing the broader need of application security training.
  • Content Development – Keyword research also helped shape the site structure during development. Messaging focuses on why e-Learning was an important component of an overall training program. Goal keywords were also incorporated into the site content, including page headers and image tags.
  • Link Strategy – ROBOT developed and implemented a link strategy, which included an industry-targeted social media approach specific to ThreadStrong. Denim Group principals are heavily involved in the application security industry and are active social media participants. Denim Group experts reached out to other industry experts through blogs and other social media to get links back to the ThreadStrong website.
  • Google AdWords Setup – ROBOT set up a campaign within Denim Group’s AdWords account to drive immediate traffic while waiting for search engines to organically index the site (which can usually take up to 90 days).

Results
Threadstrong is being found for over 200 search phrases including “application security training”, “secure coding in .net” and “secure software training courses”. Search engine traffic in the past 3 months increased by 55% from the same 3 months last year, with visitors from 22 countries around the world.