Organic Search Engine Optimization: Case Study : Specialty Apparel Retailer
Postscript – SAS was sold to Massage Warehouse. Congrats to them!
Client: Stress Away Systems (Massage Warehouse)
Market: Retail Apparel
Goal : #1 ratings for critical search terms
Plan: Design the site for easy crawling, Excellent use of tags and careful search engine submission monitoring. Resist the urges to move to a dynamically generated catalog.
(shaded yellow area is first organic listing)
Result: Total dominance of target market.
Not only was I able to dominate the target search term for this store’s main target, but for generic searches that tended to cross-sell into it.
The rating wasn’t great on just one engine, but across the board. A broad presence allowed us to use the sponsored link multiplier effect on a whim – buying space on the sponsored links (not shown above) to have double presentation (which, as I discuss here, can more than triple traffic.)
|Search Query||Ranking||Search Engine|
|Massage Therapy Clothing||1||AOL|
|Massage Therapy Clothes||1||AOL|
|Massage Therapy Clothing||1|
|Massage Therapy Clothes||1|
|Massage Therapy Jacket||1|
|Personal Trainer Supplies||1|
|Massage Therapy Clothes||1||Excite|
|Massage Therapy Supplies||1||Jayde|
|Massage Therapy Shirt||1||Yahoo!|
|Massage Therapy Jacket||1||Yahoo!|
|Massage Therapy Clothes||1||Yahoo!|
|Personal Trainer Supplies||1||Lycos|
|Massage Therapy Uniforms||1||(nearly all engines)|
|Massage Therapy Supplies||2||AOL|
|Massage Therapy Supplies||2|
|Massage Therapy Shirt||2||Excite|
|Massage Therapy Clothes||2||Excite|
|Massage Therapy Uniforms||2||Excite|
|Massage Therapy Shirt||2||Alltheweb|
|Massage Therapy Clothing||2||Alltheweb|
* This case study is getting some age on it, but is one of my favorites