 Situation This company offers one of the leading wireless phone services in Argentina, among other countries. Its Argentine website offers a variety of mobile services, as well as information, promotions and news about the company’s offerings and its upcoming products. Before starting our campaign, the majority of traffic to the website had come from the global corporate website, which has a separate URL. Traffic was also coming from companies that provide phones and accessories. Although there was a steady flow of visitors from these sources, the company wanted to increase the visibility of its website in major search engines in order to attract some of the millions of searchers looking for wireless phones and accessories. Challenges Marketing mobile services online is a huge job. Competition in this particular online marketplace is fierce. The company competes with several wireless service providers, small resellers and other mobile phone manufacturers. In addition, the company has an ever-evolving product and service line that their online marketers must continuously launch, replace and refresh. The website contained a large number of images. Although search engine spiders are quite capable, they cannot read text embedded in graphics the way they appeared on the company’s site. Their graphic-intense pages were nearly invisible to search engines. Other challenges included the lack of non-branded keywords on the site. As it was, the site was only generating traffic on branded search terms. As a result, the client was missing out on a significant amount of traffic and users that were not using the company name in their search, or simply looking for information on wireless phones and accessories. Furthermore, the client was not considering the way search terms differed depending on the stage in the buying cycle a searcher had reached. The site failed to include keywords that spoke to users of all stages of the buying cycle. Solution AddReal worked with the client to develop a complex search engine marketing strategy that included optimization and content recommendations for the client’s existing web pages. They also created a strategy for introducing new alternative pages to the website. After thorough research into the mobile phone industry in South America and the behavior of search engine users looking for mobile phones and accessories, AddReal recommended the client target additional highly relevant non-branded keyword phrases on the new pages. The goal was to more effectively target prospective and existing customers searching on general terms that did not have the company name as part of the query. The AddReal team also prepared a continuous maintenance manual to support the client’s evolving service line. This document detailed guidelines for adding a new page for each new product, and outlined the layout of pages, content and an internal linking strategy for the new pages. A linking strategy was also developed for existing pages within the site, which involved making improvements to textual content and metadata as well. AddReal also changed the majority of images to plain HTML text on old pages. This would help the search engine spiders find and index the rich content of optimized keywords. AddReal’s directory submission process included an exhaustive analysis of competing phone service providers and sales sites, as well as all of the applicable directory category options. Additionally, the team worked specifically to create new directory listings for each service and promotion as new campaigns were released. The AddReal SEM team developed rich keyword titles and page descriptions for each listing and made manual submissions for review by the search directory editors. Results - After three years, the number of search referrals to the website increased by 47,464 per month. - Overall, search engine visibility for the website increased by sixty percent. - Position one rankings increased by thirty percent alone. Sixty-seven percent of the client's rankings are visible on the first page of search results.  |
