The Problem
DISC have been selling a wide range of exhibition stands and banners for years, to customers across Dorset. To increase their sales and customer base, they used pay per click advertising on Google Adwords to attract new customers to their website. Although this generated numerous, qualified leads each month, advertising costs needed to be reduced.
The Solution
We worked with DISC and realised that cost savings could be made through promoting the site in the 'natural' or free listings in the major search engines. Our expertise in search engine optimisation led to first providing consultancy to the DISC staff and then implemented ongoing changes to ensure top positions on high traffic keywords were maintained.
As DISC had been advertising with Google Adwords for over six months, a significant amount of real research had been gathered which allowed us to more closely identify the words to target for our search engine optimisation (SEO) campaign.
Key phrases
We worked to promote the DISC website on the top three most popular search engines around today; Google, Yahoo and MSN. Here are just some of the highly competitive words selected, the positions we achieved and of each of phrases (as of 1st November 2005).
Google| Keyphrase | Position | Competition |
|---|
| exhibition accessories offers | 1 | 1,450,000 |
| exhibition poster offer | 1 | 1,300,000 |
| exhibition poster offers | 1 | 941,000 |
| folding exhibition stand | 2 | 520,000 |
| roller stand | 2 | 4,110,000 |
| exhibition accessories | 3 | 2,630,000 |
| folding panel kits | 3 | 1,030,000 |
| exhibition stand offers | 4 | 2,120,000 |
| folding exhibition banners | 4 | 94,700 |
| leaflet stands | 4 | 570,000 |
| panel stands | 4 | 12,600,000 |
| roller stands | 4 | 1,900,000 |
MSN| Keyphrase | Position | Competition |
|---|
| exhibition graphics stands | 1 | 303,301 |
| exhibition vinyl banners | 2 | 245,749 |
| banner frames | 4 | 1,478,586 |
| roller banners | 4 | 350,762 |
| panel stands | 5 | 1,538,790 |
Yahoo| Keyphrase | Position | Competition |
|---|
| exhibition posters | 2 | 3,480,000 |
| exhibition stand offers | 2 | 2,010,000 |
| folding panel kits | 5 | 492,000 |
The results
- Number one positions on specific exhibition banner names (e.g. barracuda exhibition stand), meaning higher conversion rates on specific products
- High positions under non-optimised keywords leading to sales in more diverse areas
- Ongoing improvements made to site using advice from Adido experts
Project Timescale
DISC manage their website internally and built and launched their new website after seeking advice from our search engine optimisation experts. This meant that the overall project took well over twelve months but this time frame has allowed for all pages to be properly optimised for each phrase.
Need increase your sales online?
If you’d like to improve your search engine rankings to reach more new customers contact us on 01202 853610 or by contacting us online.
