When Abanaki developed its “Fuzzy” oil skimming material several years ago, it never dreamed it would prove so effective in what would become the biggest environmental disaster of our lifetimes – the Gulf Oil spill. But getting the message out about its Fuzzy material was important not only to capture attention of those coordinating Gulf cleanup, but for its traditional base of industrial customers that will buy oil skimmers long after the Gulf spill is out of the news. So a PR, video and Twitter campaign launched with Goldstein Group sought to generate not just coverage, but to drive traffic to the company’s site. During the campaign, Abanaki content almost took over relevant Google searches; a search on “gulf oil skimmer,” for instance, yielded Abanaki content, news releases and even a Twitter post that consumed 6 of the 10 page 1 Google listings. As a result, Abanaki drove its web traffic up 120% from April to June. And it wasn’t all casual surfers; during the same time, lead generation conversions (quote requests, lead forms, etc.) jumped 14%. The company’s Twitter followers more than doubled as well during the campaign.
Archive for the ‘Search Engine Optimization’ Category
SEO Trends: Getting Dominant "Share of Page"
Thursday, April 15th, 2010View the presentation:
Study Shows Small Businesses That Blog Get 55% More Website Visitors
Monday, October 26th, 2009If you blog, you know that it’s good for your business.
But how — and how much?
Answers to those questions can be found by clicking on the link below:
Yahoo on Yahoo!
Tuesday, May 5th, 2009Congratulations to our own Cyndi Friedel, who handles the agency’s search engine Pay-Per-Click programs, for recently earning her certification as a Yahoo! Search Ambassador. Cyndi had earned her certification from Google some time ago and recently added the Yahoo! credentials to her resume of skills.
Working through the SEO Process – Understanding how everything works together
Wednesday, April 22nd, 2009We’ve recently posted a new page to the brandcepts web site that details how your website content, architecture, social media sites, and web analytics all work together to improve your search engine rankings. While many SEO sites detail how each piece is important in their own special way, we haven’t seen it explained how collectively they fit together to help businesses improve their search engine rankings. What many people don’t understand is that SEO is a process and not a one time effort. To maintain high search engine rankings, you need to continue to work on content and drive quality traffic to your website. And while one piece of the puzzle may seem important, it’s not a complete picture without the other pieces and the end results are less than picture perfect. Feel free to check out the page and contact us if you would like more information.
Analytics Marketing Corner — Does Your Web Site Have the Right "Bounce"?
Tuesday, April 14th, 2009Marketing today is as much about measurement and analytics as it is about compelling creative. Understanding the numbers and analytics behind your programs leads to greater impact, greater efficiency, and improved results and conversions. At Goldstein Group, in each issue of the newsletter, we share an interesting number that may lead to insights into your own program. This month:
- What’s your bounce rate? Every web site has a “bounce rate,” defined as the percentage of single-page visits or visits in which the person left your site from the entrance page. The lower the bounce, the more effective your marketing and search engine programs are. So – do you know what your web site’s bounce rate is and how it compares to others? Call us, and we’ll share the details with you.
- Increasingly, GGC is migrating to a service we’re calling “Analytics Marketing.” Those of you who’ve worked with us know that we have long had a passion for measurement and accountability; Analytics Marketing is an extension of that.
- Finally, we’ve gotten to the point with marketing technology where it’s no longer a question of what’s working and why. Marketing is no longer an act of faith but a discipline as measurable and quantifiable as any other sector of the company. Using a combination of open, commonly accepted software analytics products, along with whatever tools a client currently uses, we can track the effect of marketing programs. It’s no longer about generating traffic but the RIGHT traffic. It’s no longer about generating leads but the BEST leads. And it’s no longer about mere visibility but about sales CONVERSIONS. Call us for a demonstration and to hear best practices ideas of what others are doing that can apply to you.
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News Releases for Journalists or Google?
Wednesday, April 8th, 2009We’ve long known that PR professionals no longer write news releases to appeal to editors and reporters. Today, they write for the end-user, because news releases are now posted word for word on news sites around the web. Now, do we not only need to write with the end-user in mind but Google? We’ve been writing “optimized” news releases for some time, releases that contain links and phrases optimized so search engines can easily find them. The latest trend is to abandon the journalistic style for newswriting and write especially for Google. For example: Always include quotations in every release, because Google seeks them out for their news sites; when attributing a quote, use the person’s first and last name throughout the release, because people are more likely to search for a full name than just the last name. PR articles and releases are important for marketers today, because PR is the #2 driver of traffic to many company web sites.
