Search engine optimization page 1 of case study 5.

Case Study 5: Search Engine Optimization

Slides On DVD began Internet operations in early 2001. The company provides a conversion service for photographs and 8mm videotapes. The photos and videotapes are converted into digital image and then supplied to the customer in DVD slideshow and CD storage for photographs and DVD video for the videotape conversion. Slides On DVD uses high-end software and hardware equipment that requires a specialized knowledge for producing the DVD products. Many standard operations are followed and the complete custom job is provided as well.

The name of the web site was chosen based on the company name, Slides On DVD. Prior to 2001 the company provided the conversion service to the local community using a variety of traditional advertising methods. Though the keyword – Digital – and – Photography – are in the domain name they provide little help to the marketing of the company in terms of search engine sources. The owners of the company were not too concerned about choosing the domain name because they had read that any domain could target any keyword simply by following the right mix of keyword prominence and relevancy on the page. Besides, keeping their existing business name provided the online marketing with a well-branded company name. Advertising the business with the keyword phrases, photograph conversion and video conversion, was the strategy for taking the business online. The marketing strategy is to expand the business reach beyond the local market.

The first year of marketing online was a struggle. From designing the web site to writing the content were the least of the struggles. The real challenges were in designing the order forms and shopping cart. With so many different customer needs and requests it seemed a maze to try and capture every possible combination. The solution was to make the toll free customer service number a prominent eye catcher on each page and a simple order form. The intent of each page is to cause the customer to call in and place the order or to call in and request a custom order code to place on the order form. The web site was launched and the process of getting recognized by search engine spiders and entered into the major directories was accomplished. Many of the objectives and goals were accomplished during those first twelve months and some objectives were changed to match the reality of the Internet.

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