This document discusses digital and virtual fences, including different types of digital fences that use sensors or electric charges to detect intrusions. It also covers virtual fences that use video surveillance. The document reviews initial research treating fences as alarm systems and the market for fences and electronic physical security. It provides statistics on the fence and security markets and discusses marketing messages and search engine optimization strategies for different fence products. It notes some initial challenges but also success after refocusing efforts.
3. Digital Fence Regularfencewithadd-on sensorsaddedthatdetect intrusions SafeFence(Joeun): TautWireFence Vibration-baseddetection PIDSFence(Securenics): Electric Charge Fence Monitors changes in electric charge
5. Initial Research TreatedFences as BurglarAlarm Systems Investigatedmarket for US Alarm Systems Identified major players in the AlarmIndustry
6. “If you feel that the problems are intractable and you'd rather discontinue the project” Strike 1…
7. Market for Fences US FenceMarketexpected to reach$3 Billion USD in sales by 2010 Revenue fromfencessold: $1.9 Billion Revenue fromMetalfences: $1.2 Billion
8. Market for ElectronicPhysical Security (EPS) US EPS Market 2007: $9.7 Billion Intrusion Detection: $1.2 Billion CCTV/Video Surveillance: $3.2 Billion
9. Breakdown of EPS Number of projects where EPS occurs in specifications (2006-2007)
11. Marketing Messages SafeFence: perimeter intrusion detection and prevention PIDSFence: mostadvancedperimeter intrusion detectiontechnologyavailable Virtual Fence: software thatconverts a regularfenceinto a smart fence Developed content based on competitors’ websiteswithoutmuchemphasis on keywords
15. “Amyand Ibrahim's Taut Wire Fence has garnered a quality lead from Bombardier Transport who is a large contractor at JFK (and numerous other airports).” Grand Slam…
16. Improvements Focused on only 1 keyword MatchedTitle, Header and Page Name Increased keyword density
18. Key Takeaways Sometimesyou are stuckwith a weakproduct Onusis on you as a marketer to find a way to sell the product Don’tbeafraid to try new things but bepreparedto go back to the basics Perseverance = success (somewhat)
19. ‘‘It takes more hard work, money and brains to reachyour goal thanyouoriginallypredicted. Perseverance, however, isalways the key to succeeding if youonly have two out of the three.’’ Questions…
Notes de l'éditeur
So having a good idea of the competitve landscape, our SEO strategy involved research and imitation. We decided that our best chance for success required doing what clearly worked well for our competitors google rankings. We created a list of keywords most commonly used by our competitors. We would then use googleadwords and chose keywords that had a relatively high search volume, meaning it had to be greater than 100. If those keywords had google hits less than 1 million, then we decided that those would be good keywords to optimize for.
Our initial results were somewhat of a letdown. We thought we had chosen the right keywords to increase our online presence, yet our actions did not yield the results we wanted
So, rather than having 2-3 keywords optimized per page, we decided to focus on only one keyword.We opted for consistency across the titles, headers and page names and we increased keyword density throughout the content of the page
So, rather than having 2-3 keywords optimized per page, we decided to focus on only one keyword.We opted for consistency across the titles, headers and page names and we increased keyword density throughout the content of the page
