Challenge. Bellevue-based Internet Co.’s signature social networking product lagged behind its competitors in keyword search rankings and online traffic. Internet Co.’s director of marketing wanted to improve the product’s online performance, increase traffic to its site, and ultimately increase its user base.
Approach. My team and I performed research into key SEM principles and strategies and analyzed Google’s PageRank formula. We then reviewed the product’s site design and link network structure. We developed relevant KPIs and measured and reported on them throughout the project. The team researched affiliate marketing methods and developed a comprehensive SEM strategy for the product.
Results. We presented our final SEM strategy which included a site redesign and affiliate marketing program and, by the end of the project, we had improved the product’s keyword search results from #35 to #3 on Google.