OMLogic's Differentiated SEO Approach: Part 1

on May 26, 2008

At OMLogic, we implement Online Marketing for our clients with a holistic approach. We strongly believe that for any business, whether a new one or an established one, online marketing only works when it is aligned with organization's business objectives and is in sync with its fundamental marketing strategy.

We start with a complete and thorough understanding of our customer's marketing strategy and then apply our expertise in online marketing to layout an optimal framework and roadmap for their business. During this phase, we also build basic framework for SEO (on-page and off-page optimization strategy, KW Research, Tags Creation, Title creation, content overview, filenames/URL's, page structure and templates). Our framework helps us get key insights into our customers business, and implement SEO that doesn't just get more traffic to the website, but really impacts our customer's business objective.

Example: Recently, I had a customer with a global customer base and most of the revenue coming from India, US and Europe. They contacted OMLogic Consulting with an urgent issue in their Online Marketing Implementation, specifically their Search Engine Optimization. Their organic traffic had fallen off 25% in the last 6 months, and being a B2C business, which has significant dependence on SEM (SEO/PPC) driving new potential customers, this lower traffic was severely impacting sales. They hadn't done much SEO work over the last 6 months, and they perceived that as impacting rankings for them across the globe.

OMLogic took the same holistic approach to SEO analysis work. Initially OMLogic engaged in a deep-dive fact-finding and assessment work. During this phase OMLogic evaluated their Business Model and Business Objectives, Competitive Landscape, Marketing Communication and Messaging, Current Online Presence and SEO Compliance, and Measurability. OMLogic also conducted a detailed Keyword Analysis for them.
The results were very different from the Problem statement as laid out by the customer, and surprised both OMLogic and them. Below were the key findings:

** Keyword Analysis: After performing a complete evaluation, we determined that the customer was using KW's that they wanted their customers to use while searching for them, which were very different than how the customer was actually looking for them. Their product name had words which were seldom used by the customer. We recommended changing the product name. This unleashed a huge opportunity for the customer to drive relevant traffic to their website.

** Traffic Analysis: Customer came with the issue that their traffic was down due to no SEO work. After our analysis, we determined that the customer's traffic over the last 6 months was down 65% across the globe (excluding India), and the traffic was up 10% in India. So, the changes in traffic were geography based and not global. Customer ranks were very low in US (not even in top-100 for most KW's), and much higher in India (top 20 ranks for almost all relevant KW's).

We now had the framework for their implementation, which was focused primarily on targeting the right KW's (thereby ensuring right traffic) and doing extensive geo-targeting for US customer base. This ensured we remained laser focused on performing the right actions which could get results for our client.

In the next post we will talk about specific actions we took in geo-targeting, and the impact they had on our customer's business.

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