Internet Promotion ♦ Search Engine Placement Print Design ♦ Corporate Identity Web Development
September 29, 2007
Ski Market was looking for solutions, without paying Madison Avenue retainer fees or paying Google for exorbitant Pay Per Click (PPC) campaigns.
We commenced handling the account in September, 2006. At this point, only flyers and advertising special graphics were place on the site by their in-house staff. Their budget called for only 7 hours per month for us as technical support. We were able to accomplish by using our Project Management software and over 10 years’ experience. We targeted the barest minimum baseline maintenance and search engine optimization on logic- based key phrases, which started the beginnings of search bot crawling, while also allowing a “savings account” to be established of unspent hours.
The winter of 06/07 was one of the worst in history, as limited snow fell and some days in January 2007 were as warm as 70 degrees. This reduced our budget to 5 hours per month beginning in February. However, by this point we had accumulated a little breathing room in the savings account.
In January, we shifted to a more normal engagement, as over 30 hours were now available. True key phrase traffic research was completed on their associated markets. In April, all nationally relevant bike key phrases were embedded in their first-ever product area of “Bikes”. Extensive internal cross-links were established from the new window bike pages pointing back to the parent bike category pages, which in turn pointed to the root bike product page. These changes were posted on Memorial Day, 2007. In September, both Bike sales and foot traffic to the brick-and-mortar stores grew at the same pace on a year-to-year basis.
Based on the sites statistical success, the budgets have been expanded dramatically for the remainder of 2007 in order to build the Ski and Snowboard sections.
Case Study- SkiMarket.com
Total Page Views Links from Engines (Visible Pages) Entry Pages, Bikes
Source: Server Statistics- Awstats
(Bikes, Launched May '07):*
Traffic Source: Direct Traffic; Ads, Bookmarks. No PPC Referring Sites Organic Search Engines
5,577 2,164 7,672 15,413
5,320 2,670 8,497 16,487
Organic Campaign Performance
Source: Google Analytics, Implemented 07/28/07
6 Quail Ridge Road