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Creative Search Engine Marketing: Case Studies
Project: www.ekket.com
Status: completed
About Ekket:
Ekket is a development company based in Athens Greece. The company has earned an enviable reputation by designing and building quality homes of a constant high standard and for providing buyers with value for money.
The challenge:
When we first met the management of Ekket, the company did not have an online presence nor a clear plan dignifying their online strategy. Their clients were only Greeks living in Greece and they were hoping that they could use a web site as a tool to attract high income baby boomers from Europe and North America, who would want to retire or buy a second house in Greece.
Since it was already the end of April the challenge was to develop and promote the site successfully to international markets before the big wave of tourists started visiting Greece for the summer. Millions of visitors planned to visit Greece for their summer vacation and the company wanted to use that opportunity to show their properties to potential buyers.
Our approach:
We knew that the timeline was extremely tight. Not only did we have to develop a professional looking site in the shortest amount of time, we also knew that we had to promote it to markets almost instantly. Even though it seemed impossible, the site was developed and published online in three days. We decided that developing a SEO campaign was a waste of time and money since it takes some time for the search engines to find new sites, therefore, our main focus was in developing a successful targeted, low budget Pay Per Click (PPC) campaign in major search engines including elite sites such as CNN.com and FOX news. Some of the keywords we targeted were "best places to retire", "retire in Greece", "Greece retirement communities", "buy a second house in Greece", etc
If you want to see some of our placements from that campaign on CNN, Fox news and Yahoo! Please select: CNN placement CNN placement1 Fox news Yahoo!
Results:
The results were almost instantaneous. Less than 24hours after we published online our Pay Per Click (PPC) campaign, potential buyers started sending emails to Ekket requesting additional information and expressing their desire to see the properties in person during their summer visit to Greece. The visitors of www.ekket.com were highly targeted (high income, over 50yo, love for Greece, available free time, etc) and approximately 5% ended up purchasing and another 10% plan to purchase properties from Ekket within the next two years.
Project: www.lxconsulting.com
Status: completed
About LX Consulting:
LX Consulting is an international business management consulting firm, offering services including: cutting-edge management, quality and process improvement, leadership development, executive coaching, and performance enhancement interventions that nurture leadership excellence
The challenge:
LX Consulting striving to be a leader in management consulting approached us with the need to help them optimize their web pages for major search engines. Even though they already had an online presence the site was not targeted, search engine friendly, or optimized and had very limited visitors.
Our biggest challenge helping LX Consulting was that business consulting is an extremely competitive field.
If someone types the word "business" on Google he will get 3,790,000,000 results almost double what the popular term "travel" gets.
The word "management" gives 1,160,000,000 results and the word "consulting" gives 249,000,000 results.
Our approach:
In our effort to achieve top rankings on major search engines, we worked very close with LX Consulting to understand their market, their needs, their clients and the competition.
Then we analyzed search engine results and what people search online. It was very important for our success to target very specific terms used in their industry or from people who are looking for management consulting services.
We provided LX Consulting fully Search Engine Optimization services including search engine friendly site redesign, content development, and keyword rich optimization for every page.
Results:
LX Consulting managed in six months to achieve natural top ten listings in major search engines such as Google, Yahoo and MSN.
As of February 9th 2008 some of the top ranking results achieved for LX Consulting are as follow:
Search Engine: Yahoo
Term: "consultants on competency based training"
Position: 2nd out of 5,320,000 results
Search Engine: Yahoo
Term: "transformational leadership training"
Position: 5th out of 2,140,000 results
Search Engine: Yahoo
Term: "intensification process"
Position: 4th out of 14,800,000 results
Search Engine: Yahoo
Term: "behavior of transformational leaders"
Position: 5thout of 1,330,000 results
Search Engine: Google
Term: "delivering customer value and satisfaction"
Position: 2nd out of 1,780,000 results
Search Engine: Google
Term: "effective strategic management system"
Position: 5th out of 3,740,000 results
Search Engine: Google
Term: "keys to business management"
Position: 5th out of 40,400,000 results
Results Achieved In: 6 months
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