Search Engine Marketing Case Study - KD Kanopy, Inc.

Westmisnter, CO - http://www.kdkanopy.com

Client Overview

KD Kanopy Inc is a manufacturer of pop up canopies and tents in the greater Denver area. KD has been using the web as a means to get leads since 1996. latley they had noticed that the number of leads and listing for there website have been steadily decreasing. At the time they contacted me they had a basic 10 page website that listed around 25 different products and received average visitors of 200 per day and yeilded an average of 25 leads per week. They where also spending $2000.00 per month on Google to buy adwords and $2000.00 a month to optimize two domains (with an unnamed company).

KD Kanopy did not have anyone on staff that had an above average knowledge of the internet or any internet knowledge. They did not have a set list of target keywords and were using stadard marketing knowledge to create monthly email specials. All of this lead to complete disarray in the internet efforts. When I first spoke with them they did not have answers to simple questions like. How much money did the internet bring in last year? What Pay Per Click ads are working the best? Are there any keywords that you currently want to add to any existing lists? What KD did know is what they wanted out of the internet. We were hired to make those goals a reality.

Site Overview - (pre optimization)

• Visitors/Day: 200
• Leads/Week: 25
• Clicks/Email Blast: 350
• Money Spent/Month: $4000.00
• Top Keyword: Canopies
• Top Listing for Top Keyword: Google 33rd

Goal Setting

Before any work began on optimizing the site we sat down with the marketing director and the president of KD Kanopy and had a brainstorming session where we discussed goals and objectives for the site.

After this meeting the goals were very simple ...

• Increase traffic to the site through natural listings
• Increase "request for quote" submissions
• Generate a workable and accurate keyword list
• Develope a better email campaign and integrates with direct mail marketing
• Redesign the site so its more usable (see the case study of thos web design for more information).

We began work immediatly after the brainstorming.

Drawing The Plan

With the goals of KD Kanopy in mind we began to develope a plan. All of our actions had a sepcific goal in mind and proven result for that goal. We decided to start with a completely new website. To get the new site to rank well in the engines we all agreed that lots of page would need to be created. This was going to be difficult because of the limited products that KD Kanopy carried. We ended up going with category product ladder. This means that we listed as many categories for KD's products as we could then assigned the products individually to each category. This allowed us to create 3 to 4 page per product instead of the 1 page per product most other sites have. We then decided to create a news blog on the page. Blogs are a great way to increase the over all number of pages a site has in an index. Every single post counted for at lease two pages, and since the interface was usable by anyone they would be able to grow their site without charges for web development.

With site completed we started in doing keyyword research. This reasearch identified a large primary keyword and multiple sub keywords that KD Kanopy had not been marketing too. With the edition of this keyword category and the existing canopies category we agreed upon a very agressive 90 phrase list that we would optimize the site for.

Results?