Website Optimization – Case Study 3
Guitar Lesson Program Website Optimization
In summer 2009, our customer asked us to create a search engine optimized blog where she could sell several learn guitar programs and easily add and edit content herself.
As young ‘start-up’ in online sales, our client preferred not to spend much for individual design, so we agreed on using a free available blog template and concentrate our efforts on creating traffic to the website.
After defining the relevant ‘search terms’, we decided on a long-term and short-term strategy. As over 1 million websites compete for this market, we knew that getting her website on Google’s front page for free would be a longer process. Therefore, our long-term strategy, positioning the website among the free results on Google’s front page by using our ‘off-site’ search engine optimization strategy, was backed up by several paid advertising campaigns on Google’s Adwords in order to get instant traffic and income.
After creating and optimizing the blog copy around the search terms, we defined our ‘short-term’ Google Adwords strategy. We set up several ad campaigns, each targeted for a few very specific keyword phrases, and split-tested different versions with various titles, ad copy and keywords. We monitored daily the traffic the different ads created, and how well they converted. We adjusted our landing pages, re-wrote the blog copy and the ads accordingly until the website would create enough income to cover the advertising expenses and make profit.
At the same time we started our long-term search engine optimization by creating links from other websites to it. We submitted it to directories and social bookmarking websites, and commented on relevant blogs linking back to the site. We also created complimenting free blogs on Blogger and Squidoo.
After adjusting and optimizing our Google Adwords campaign the paid traffic is now creating about 300 visitors a day and a constant passive income stream for our client.
Within one month we were also able to get her website on Google’s front page for two very competitive search terms, her best selling product ‘Learn And Master Guitar’ and the broader keyword ‘learn guitar fast’. The website is on the 2nd page of Google for 3 more keywords, as well as on MSN/Bing and Yahoo for 6 keywords.
We keep monitoring the website’s traffic and conversion rate, and will be adjusting our strategy if necessary, as well as continue submitting the website to more free online sources in order to constantly create new links and furthermore improve its ranking.
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