SEO Case Study #2

Custom Textile Manufacturer

Increased total site traffic by 25%

Customer Goals & Expectations:

A custom textile manufacturer decided to redesign their existing website to be more customer-focused and to more precisely represent their current product line of engineered narrow fabrics and straps. The company customizes and distributes its products globally for various industries.

The manufacturing company wanted to magnify its online presence and take advantage of communicating its products to the global market available on the Web. With limited time available on their end to devote to their website, they signed up for our 1-Year Complete Optimization Plan.

Understanding the Industry & Target Market:

Since their target market is not specific to a geographic region, we needed to focus on the specific industries that their products serve: fire, safety, automotive and military. There are several competitors who also rely heavily on the Web for new lead generation. Each competitor serves specific niche markets, so there are some differences as well as some product and industry overlap.

Keyword & Competitive Analysis

After meeting with the client to discuss their industry and target market, we did some keyword research and a brief competitive analysis.

We determined that in order to develop an effective internet marketing approach, we needed to:

  • Focus on various combinations of industry-related keywords, considering all the search combination possibilities.
  • Since these keywords are very specialized, those that do search for them will be highly qualified site traffic.
  • Their competitors have an internet presence, but are not fully taking advantage of what the Web has to offer.
  • A combination of interactive media content, website updates, press releases and industry-related directory inclusion will be the key to getting this client’s services in front of its target market.

    • Develop Initial SEO Report for Performance Baseline:

    Before we could start driving qualified traffic to the site and making any revisions to the site’s content and structure, we needed to establish a baseline so we could fully understand how the site was currently performing. Gathering information about the current site traffic (visitors per month, time spent on site, traffic sources, bounce rate, page views and lead generation) up front allowed us to quantify the effectiveness of the site optimization plan. We set them up with Google Analytics to understand and analyze site statistic information.

    Plan of Action:

  • After researching keywords, we integrated them throughout the site’s content, as well as throughout the site’s HTML coding to enhance searchability.
  • There were many industry-related and business directories that the site was not currently listed on. We created site listings that included a URL to the site to create backlinks, as well as keyword-rich descriptions of the business.
  • We continued to enhance the site’s content by frequently updating the news section of the site, and incorporating interactive media including video.
  • We branched out press releases and videos throughout the Web for added exposure and to create backlinks to the site.
  • They enabled a pay-per-click campaign through Google Adwords, Yahoo! Online Advertising and MSN AdCenter to complement organic site traffic from SEO using the focus keywords.
  • They used industry articles written by company personnel to establish themselves as experts in the industry by branching out the articles on the Web.

    • Measuring Results:

    We analyzed site statistics from Google Analytics on a monthly basis and reported the information to the client. This allowed us to track site information such as bounce rates from the home page, page views and time spent on the site to target effective/ineffective pages and make adjustments accordingly. Our goal was to drive as many prospects as possible along a conversion path to the goal page (contact us).

    Results:

    After a few short months, the manufacturing website had increased its total site traffic over 25%. We continue to work closely with the textile manufacturer to analyze and make adjustments to their internet marketing plan in order to improve conversation rates and reach new prospects on the Web through search engine optimization and pay-per-click programs.