SEO Case Study 3: An Ecommerce Website

An one year on-line marketing campaign was launched in October 2007 to promote a large E-commerce website, with approximately 4,000 to 5,000 products online, reaching multiple niche markets in health care, massage, and physical therapy. The website is designed in ASP.Net, and the in-house programming and design team was tasked with building a blog, where keyword rich writing would be posted. Articles were written and syndicated beginning in October 2007, and the required 3,000-3,500 words of text were deployed each month.

A comparison chart was cast between the last quarter of 2007 and the first quarter of 2008, a traditionally slower shopping season than the holidays.  Google Analytics revealed Organic SEO generated traffic increased by 30% for the first quarter of 2008, even though the blog had been incorrectly installed in late 2007 and re-installed in late February 2008.  The SEO campaign was comprised of blogging, article writing and audio podcasting. The in-house design and programming team continuously added new product pages and improved back end code throughout the campaign. In early spring 2008, a funnel was attached to the blog and in late summer revealed that approximately 3% of the traffic on the blog proceeded to checkout to complete a purchase.