Website Optimization – Case Study 2
Case Study Hunting Outfitter Website Optimization
Back in 2006, we had designed a website for a duck hunting lodge in Canada. It was originally created as a mere ‘showcase’ as most of the hunters were repeated customers, so the website was never optimized for search engine traffic.
With the economy slowing down, our client decided for the 2009 hunting season to have us optimize his website in order to get online traffic. After a detailed research, we decided to re-code the former ‘static’ basic HTML website into a dynamic blog, and transformed it into a new ‘interactive’ website with movie clips, photo gallery, opt-in form, a link to Twitter and an online booking system.
Together with our client we defined the relevant ‘search terms’, and decided to position the website on Google’s front page among the free search results, without paying for online advertising by using our ‘off-site’ search engine optimization strategy.
In a first step we re-wrote the content copy around these ‘search terms and optimized its coding.
We then started to promote the website online 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. In addition to creating ‘free ranking in Google’s search results’ our customer decided to advertise on one hunting directory and we created the online ad page.
Within one month we were able to get his website on Google’s front page for 8 search terms with a combined monthly search volume of over 10,000 searches. It appears also on Yahoo’s and Bing’s front page.
We keep monitoring the website’s traffic and conversion rate, and continue submitting the website to more free online sources in order to furthermore improve its ranking and will adjust our strategy if necessary.
Our client is also in the process of doing some video clips which we will use for a YouTube promotion campaign for the next season.
Read more: