SEO Strategies for an Enterprise Level Organization
IMPAQT Case Study: Retail
A big-box office supply retailer sought IMPAQT’s expertise to bring together disparate teams in such functional areas as merchandising, marketing, IT, legal, PR, social media, sales, and management across the organization. They had a common goal of institutionalizing SEO best practices and to develop processes for implementing these best practices and making clearer connections between higher Search rankings and increased sales.
QUESTION:
How could IMPAQT help this client bring together all teams involved in SEO, show them how their work affects the organization at large, and tie higher rankings in Search results to increased traffic and sales?
REVELATION:
IMPAQT first met with all of the client’s operational teams and determined strategies based on a cost benefit analysis including ROI projections. We provided recommendations to make their site’s overall architecture and design more SEO friendly, as well as guidance on defining and tracking conversions and attributing them to the proper channels.
We then provided guidance on the client’s on-page SEO elements, along with recommendations for internal and external link building, video optimization, and leveraging local Search.
We provided an onsite training session to the client’s editorial and Web development teams on the basics of SEO, the benefits of SEO, and how to implement SEO best practices.
We built a reporting system to monitor SEO performance and incorporate customer data, and also tracked SEO acquisitions into a CRM database.
The IMPAQT:
IMPAQT’s efforts helped the client achieve these results:
- Overall sessions increased more than 15% for the site year-over-year (YOY), and revenue increase over 30% as a result.
- A key customer acquisition category’s number of sessions increased 79% YOY one month after completing SEO implementation on the category, and revenue increased over 160%.
- Revenue on generic office supply keywords increased more than 35% YOY to date in Q2 2011.
"Our observations of the vendor's management team show them to have two refreshing attributes that are disappointingly absent from other vendors we reviewed: 1) they take an emotional stake in their company and in their clients' welfare, and 2) they're a practical group who focuses more on doing the work than on how they spin what they do."
The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011)
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SEO Strategies for an Enterprise Level Organization
