Delivering Targeted Traffic

The following examples illustrate the impact on web site traffic of recent Web Search Positioning™ programs implemented for clients in the U.S. and Europe.

Multi-lingual Search Positioning.  An international retailer of premium custom-tailored men's apparel based in Italy had been operating an online business for more than a year. The web site, designed and "optimized for the search engines" (according to the professional developer), after a year online continued to experience only minimal traffic.

Our Web Search Positioning™ program, beginning with a search behavior study, was implemented in two phases and targeted audiences in two languages.

Results. The program's first phase resulted in an immediate and sustained increase to qualified traffic of more than 800%. Phase 2, building on the initial work, elevated visibility to more than 1500% of pre-program levels, with the full increase consisting of individuals actively seeking the site's content. The site's reach was extended to more than thirty different countries creating clients and attracting potential distribution partners.

Displacing Competing Content.  Web Search Positioning™ has also proven effective for strategic purposes other than increasing traffic.

We were recently engaged by a client wishing to overcome competing and unfavorable content appearing prominently within numerous search listings and originating from multiple sources.

Beginning with a search behavior study to understand which content users were actually finding — and as a result of precisely which query language — we designed and implemented a ambitious WSP program.

Results were dramatic. For relevant searches, displacement of competing content was achieved through a 630% increase in the number of appearances on the first page of results listings (447 times versus 71 previously). Penetration at the top four search portals (Yahoo, Google, MSN, AOL) was increased more than 1200% with 188 first page listings compared to 15 previously. The "prominence" of our client's listings, their appearance within the first five search results positions, climbed more than 950% (82 versus only 2 previously).

Traffic Impact.   In addition to the exceeding its PR objectives of increasing visibility and displacing competing content, the Web Search Positioning™ program also resulted in an immediate increase of nearly 400% to visits from persons actively seeking related content. More than 20,000 visitors per month without paid advertising.