SEO

World Nuclear Association

Mar 2009

http://www.world-nuclear.org

Background

The World Nuclear Association (WNA) is the global private sector organisation that seeks to promote the peaceful worldwide use of nuclear
power. The WNA wished to grow the number of page views on their site and become the undisputed reference for all enquiries relating to the topic of nuclear energy, and also to out-rank sites with negative messages regarding the use of nuclear energy.

 

Objectives

As a not for profit organisation the goals of the campaign for WNA were substantively different than for a commercial enterprise, but with a similarly tight focus on a strong return on investment.

 

Pre-campaign analysis

Results

SEEN devised a full scale search engine optimisation campaign for target keywords within the sector, auditing more than 50 web pages with a focus on bolstering the WNA’s keyword rankings for traditional terms associated with nuclear such as “nuclear fuel”, “nuclear power safety” and “nuclear energy”.

 

Further, SEEN conducted a detailed market investigation regarding the representation of the industry within the social context of sustainable development. SEEN advised the WNA that in order to increase the scope and audience of their site, they needed to build an additional keyword focus on current social and environmental issues of climate change and
sustainable power generation using keywords such as “sustainable energy” and “green energy”.

 

WNA specific campaign goals

• To treble the number of visitors originating
from natural search engines

• To increase onsite levels of newsletter
subscription by 65%

• To double visitor time spent on the site

 

The ranking report below shows SEEN has achieved top 3 positions for targeted key terms

Keyword Ranking Google

Keywords	Google Ranking (UK)
nuclear power facts	3
nuclear power in the UK	3
nuclear power safety	1
nuclear waste management	1
nuclear power efficiency	1
nuclear fuel	1
cost of nuclear power	2
nuclear debate	1
latest developments in nuclear power	1

Simon Daniels Ltd
Aug 2008
http://www.simon-daniels.co.uk

Background

Simon Daniels Ltd is a domestic refurbishment company based in London providing a full spectrum of renovation and building services. With the recent decline in the London property market the company wanted to undertake an aggressive approach to search marketing to get ahead of the competition. The website had no inbound links, and little onsite ptimisation had been undertaken.

 

Pre-campaign analysis

We researched online behaviour for building services using a mix of keyword sources, search term popularity tools and our own commercial
knowledge to produce a keyword research report and competitor analysis.

The insight we gained from the report was that there existed a significant number of potential visitors searching for localised services, and that these
keywords were very competitive, with some well-established firms dominating the top positions yielding high visitor numbers.

Due to the high cost per click for Paid Search, and congestion in the market through this channel, it was advised that the campaign should be 100% organic.

 

Objectives

 Specific Online goals

• Driving CPA down to 50% lower than previous Campaigns

• To increase the amount of unique relevant visitors to the site by 75%

 

Results

Our fortnightly ranking results reports and visitor numbers yielded a very strong ROI.

The ranking report shows the front page positions for targeted keywords for Simon Daniels

• 70% of the keywords selected in front page positions on Google UK within 4 months of the campaign going live
.
• Visitor traffic has increased by 80%

 

The ranking report shows the front page positions
for targeted keywords for Simon Daniels

 

Keywords	Google Ranking (UK)
South London Builders	4
Polish Contractors	1
Polish Contractors	1
Polish Contractor London	2
NIC registered electrician	2
NIC electrician	3
Corgi Plumber	3
Corgi registered Plumber	4

 

Imount Ltd
Jan 2007
http://www.imount.co.uk
Background

Imount is a retailer for TV and plasma screen accessories.

As a purely online business, imount had invested in its supply chain and fulfilment capability to create a competitive advantage but was reliant on 3rd party e commerce and price comparison websites to attract customers.

When Imount Ltd. approached SEEN at the beginning of 2007, their organic Search Presence was very limited, leaving their competitors to capture the lion’s share of search traffic for this niche market for TV and plasma
screen accessories.

 

Pre-campaign analysis

By 2007, whilst still growing, the market for this once niche product had become more competitive and the online advertising channels more congested; this significantly increased advertising costs, especially for paid search and 3rd party e-commerce sites. The company’s website, although well-established, did not appear anywhere in the top 500 natural search
listings.

Objectives

• Driving CPA down to 50% lower than previous

• Reducing overall advertising costs

• Reducing cost per customer acquisition significantly by over 50% but maintaining equal of better ROI

 

Results

Over a period of 9 months:

• Natural search traffic to the Imount website increased from 1,400 visitors per month to 9,500 visitors per month.

• Our ROI analysis, jointly conducted with Imount shows that for every £1 invested in the campaign, £5 is generated

The ranking report shows the front page positions that have been achieved for Imount Ltd in this ongoing campaign.

 

Keywords	Google Ranking (UK)
sony tv bracket	2
sony tv mount	1
toshiba tv bracket	1
lcd tv bracket	3
flatscreen tv wall bracket	1
lcd tv bracket	3
plasma tv bracket	2
samsung tv mount	1
samsung tv bracket	2

 

SEEN continues to work with Imount. The focus of the campaign has evolved from increasing overall traffic, to several smaller campaigns targeting new sets of keywords and product launches. Today Imount Ltd. occupies positions one to three in Google’s organic results for all of their
major lines related to this market.