Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market - Travis Low
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![How Webmarketing123 Increased Direct Sales & Web Traffic in a Crowded Market,[object Object],Travis Low (@TravisLowSEO) ,[object Object],Director, Search Marketing,[object Object],WebMarketing123.com,[object Object],June 18, 2010,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-1-2048.jpg?cb=1672835863)
![Outline,[object Object],1. Clarisonic: The Company on a Mission,[object Object],2. 5 Fundamentals of SEO: Recipe for Success,[object Object],3. PPC Campaign Summary,[object Object],4. Web Traffic & Sales Results,[object Object],5. Key Takeaways: SEM for YOU,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-2-2048.jpg?cb=1672835863)
![Before SEO & PPC,[object Object],Sales Distribution:,[object Object],[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-5-2048.jpg?cb=1672835863)
![Decision to ramp up in direct sales,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-7-2048.jpg?cb=1672835863)
![7 did not rank,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-9-2048.jpg?cb=1672835863)
![Competing Web Pages,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-11-2048.jpg?cb=1672835863)
![Perfect Candidate for Optimization,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-13-2048.jpg?cb=1672835863)
![The 5 Pillars - #1 Keywords,[object Object],Keyword Strategy for Clarisonic,[object Object],[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-14-2048.jpg?cb=1672835863)
![Analyzed Data Relating to Sales Cycle,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-16-2048.jpg?cb=1672835863)
![The 5 Pillars - #1 Keywords,[object Object],Competitive Analysis,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-17-2048.jpg?cb=1672835863)
![,[object Object],Screen clipping taken: 6/10/2010, 5:03 PM,[object Object], ,[object Object], ,[object Object],The 5 Pillars - #2 Site Content,[object Object],More content that is relevant to your keywords,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-18-2048.jpg?cb=1672835863)
![The 5 Pillars - #2 Site Content,[object Object],More content linking to other relevant ,[object Object],pages within the site,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-19-2048.jpg?cb=1672835863)
![The 5 Pillars - #3 Meta Content ,[object Object],Consist of:,[object Object],a) <Page Title>,[object Object],b) <Description>,[object Object],c) <Keywords>,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-20-2048.jpg?cb=1672835863)
![The 5 Pillars #3A Meta Content – Page Title,[object Object],Place keywords in firstor secondposition of page title for highest impact,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-21-2048.jpg?cb=1672835863)
![The 5 Pillars #3B Meta Content – Description,[object Object],Place keywords in description of page. ,[object Object],Maximum number of characters is 150. ,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-22-2048.jpg?cb=1672835863)
![The 5 Pillars#3C Meta Content – Keywords,[object Object],Meta Keyword section has less impact.,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-23-2048.jpg?cb=1672835863)
![The 5Pillars - #4 Keywords in URL,[object Object],Where we placed keyword in Clarisonic’s URLs,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-24-2048.jpg?cb=1672835863)
![The 5 Pillars - #5 Inbound Links,[object Object],Other related websites pointing to Clarisonic’s pages.,[object Object],Blog/Target Demographic Link - http://www.tothemotherhood.com/,[object Object],Non-Profit Sponsorship Campaign - http://www.totalbeauty.com/blogger_bca_campaign_page,[object Object],Geospecific Internet Directory- http://www.seattle24x7.com/dir.htm,[object Object],Company who endorses our product - http://www.laser-skincare.com/,[object Object],National Shopping Directory Listing - http://www.ambradirectory.com/Shopping/,[object Object],A Fashion Blogger - http://www.thefashionablehousewife.com/12/2009/clarisonic-mia-sonic-skin-cleansing-system/,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-25-2048.jpg?cb=1672835863)
![Pay Per Click Campaign,[object Object],High Level Summary,[object Object],[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-26-2048.jpg?cb=1672835863)
![Decreased cost per sale by 65%,[object Object]](https://image.slidesharecdn.com/omstravislowcasestudy-100621034718-phpapp02/75/case-study-how-sem-increased-direct-sales-and-web-traffic-in-a-crowded-market-travis-low-28-2048.jpg?cb=1672835863)
Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market - Travis Low
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Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market In this how-to SEM case study you'll follow the steps that led to a B2C company's 50% increases in web traffic and 35% increase in sales on organic search alone during the initial four months. You'll also learn how the company's PPC campaign experienced triple digit growth in PPC while lowering costs per sale. * Travis Low, Director, Search Operations, Webmarketing123
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Case Study: How SEM Increased Direct Sales and Web Traffic in a Crowded Market - Travis Low
- 6. Distributors sold other beauty products
- 8. 10 ranked between pages 2 and 10 of Google
- 12. Pay Per Click – Too expensive
- 15. Customer terminology, how do real people search
- 27. Increased conversion volume by 268%
- 33. Doing SEO and PPC correctly requires full time resources. To get results, like Clarisonic’s, takes a lot of work and expertise.
Notes de l'éditeur
- You need to have keyword rich content on each of your webpages, especially your homepage“If you don’t write about it, you’re not going to rank for it”Most Flash components cannot be read by search crawlers so you want to keep your flash elements to a minimum or have a html version of your website too.Keep your message simple and relevant to the reader while having essential keywords inserted. Most importantly, make sure it make grammatical sense. Search engines can tell when you are placing keywords on your page just to rank higher.
- Content Siloing or Theme of your site.Internal links to other related content within the site. If you write about beauty and skin care and link to relevant content within your site about that, (CLICK) this essentially tells the search engines what theme of your site is about. On top of that, the inbound links you get from other beauty and skin care related sites, strengthens the theme and reinforces the authority of your website for search engines. As we discussed earlier, relevant inbound links are crucial to you site getting ranked higher.