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Case Study 5: Search Engine Optimization Page 2The second year came and went without many changes or advances. The expectations of expanding the market reach of the business had slowly begun to fade into the background of priorities. Local business was still providing a steady source of income for the company and the normal routine of advertising had its demands on time and energy. With the Internet marketing barely bringing in a dozen phone calls a week and a third of that number in orders per month, it was easy to just let the strategy fade. The annual strategic planning meeting was in its third day in December of 2002. The strategies for the coming 2003 business year were being discussed and weighed out for priority level and purpose. When the Internet business subject was brought up the silence was disturbing. None of the advisors or business owners knew what to say for lack of an opinion at all. They looked back at the previous years strategic plans to review the expectations and goals that were hoped for. How had it happened that such an enthusiastically supported strategy had found its way to be an all but forgotten part of business operations? Laura, the company CEO, decided to take the task of investigating Internet marketing and sales. The goal was to find what if anything could be done to improve the sales from the web site. The tasks included learning the methods of Internet marketing and identifying what sources of advertising would be best suited for the photograph and videotape conversion business. The early part of 2003 brought many changes to the web site layout and flow. A new set of graphics was designed and a Macromedia flash design was purchased and implemented. Phone calls dropped dramatically soon after the new design was in place. Sales dropped to just one and the amount of traffic reported by the web log analyzer verified a drop off in traffic and time spent on the site. Laura dug in and spent even more time investigating and learning about Internet marketing. She hired another web promotion company which promised fantastic improvements through search engine results in their advertising. The promotions company wrote hundreds of new web pages and removed the flash design completely. Over the next two months the traffic to the company web site was increasing exponentially. With the increase in traffic to the web site came the expected increase in phone calls from the Internet. It seemed that the web site promotion company had done its job in providing more traffic through the search engines. Laura still had one big concern to all of this good news because sales had not improved any more than where they were prior to the flash designed web site. |
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