Re-Established Organic Search (SEO) Visibility Case Study

CASE STUDY FAST FACTS:

The Challenges:

• Healthcare related products company lost organic search visibility after moving to Netsuite ecommerce platform in 2004
• Lost visibility, traffic and online sales
• Netsuite prevented site changes to page titles, metatags
• Ability to create and optimize Froogle data feed but experienced errors
• Database driven website enabled home page changes but not subsequent page changes
• Client initially desired to manage their paid search ad campaign in-house
• Over 300 paid search ad campaigns existed in Google alone
• Client was unable to extend monthly budget for Bizresearch to manage other ad campaigns
• Client does not offer online shipping quotes on heavy items, nor was able to extend free shipping despite competitors who offered free shipping on various items
• Various terms in paid search campaign required constant monitoring without budgetary compensation

The Solutions:

• Worked with client and Netsuite to understand benefits and limitations of new ecommerce platform
• Learned ecommerce platform and determined multiple solutions for optimization
• Acted as liaison between client and NetSuite
• Optimized home page until Netsuite released a series of new platform version updates which enabled more changes throughout the site
• Optimized subsequent pages

Search Engine Marketing Campaign Results:

• Obtained hundreds of new organic first page listings in Google, Yahoo & MSN including but not limited to "physical therapy products", "physical therapy equipment", "physical therapy supplies", "treatment tables", "portable ultrasound", "rehab products", "chiropractic tables", "electrotherapy", "massage table" (Yahoo only), "massagers", "recumbent bikes" (Yahoo only).
• Ultimately, took on one ad campaign for highly demanded target terms for client interest for minimal additional fee.  Achieved dual brand awareness in both organic and paid search for those select terms including "treatment table", "physical therapy products".
• Informed client of paid search ad campaign challenges
• Created automated reports in Google Reporting Center to cut down on reporting time

For more information on how Bizresearch can help your retail business succeed in the search engines, contact Laura Thieme at 614-846-7560 or email Laura at: laura[at]bizresearch[dot]com.