Summer 2006
Case Study: Search Engine Optimization
In managing our clients’ complete marketing programs, we
are often asked, “How do I get my company’s name to
appear higher in search engine results?”
Of course, it isn’t luck that certain companies repeatedly
enjoy high rankings for given search terms. A relatively
new discipline, search engine optimization (SEO), requires
strategy, commitment and continuity.
To wit, Identity Marketing & PR recently embarked on an
SEO campaign for our Web site, and the results have been
eminently satisfying.
• When we began the process, Identity was “winning”
(placing on the first page of search results) only a handful
of search terms on Google. (For example, we did not
show up at all when someone typed in a search for
“Michigan PR firm” in Google or Yahoo!.) Six months
later, we were winning 192 keywords.
• Most importantly, Identity
Marketing & PR was showing
up in first place for such
important keywords as
“Michigan PR firm” and “Detroit
public relations agency.”
• In November of 2005, less than 20 percent of
visitors to our Web site found us via search engines. By
June 2006, 80 percent of our traffic came as the result of
various Web searches.
The process involved some tried and true techniques that
have proven successful for other companies looking to elevate
their online presence. As with any marketing
discipline, SEO can help your company rise above the competition
and will place your product or service foremost in
your prospects’ eyes.