Case study Search-Engine Optimization: cekom cologne
Well-targeted Search-Engine Optimization: The Tecnolumen and Tecnoline Web Sites
Case study by cekom, Cologne about the aspects of search-engine optimization, visibility to search engines, and Internet costs.
As of: April 2005
Summary
Thanks to the intelligently designed search-engine optimization of the Tecnolumen and Tecnoline Web sites, users who enter keywords consisting of the names of well-known designers and designer products are successfully guided to these sites. One page, which is entitled “Genuine and Imitation,” was set up in such a way that it is appears at the top of the lists provided by search engines.
Both Web sites communicate the fact that Tecnolumen and Tecnoline are the sole authorized manufacturers of these products.
Furthermore, visitors who express interest in a particular object are also shown other Bauhaus-design products. As a rule, most of the visitors were not previously familiar with these products.
Compared to other online marketing options (e.g. Google Adwords), and above all in comparison with conventional marketing and PR strategies, this Internet concept is unbeatably inexpensive.
- re-editions of famous Bauhaus design objects
- designers such as Wagenfeld, Brandt, Gropius, and Albers
- worldwide distribution via retailers
Goals
- make Tecnolumen and Tecnoline more widely known
- emphasize the superiority of authorized re-editions compared to imitations
- expand the market, especially the international market
- acquire new retailers
Concept
- “pick up” interested users who enter the names of the designers and the objects
- highlight Tecnolumen and Tecnoline as the manufacturers of the original, authentic objects
- offer other objects which are appropriate to the ones initially sought by the user
- offer a worldwide list of retailers
Implementation: via search-engine optimization and catalogue
- Thematic pages are designed so that the individual designers and their objects are highly visible to search engines.
- Search-engine optimization for the important concepts and combinations of concepts
- Catalogue system: a list of similar objects is shown along with each object
- Link strategy
Results
- Included in Google’s index after just four weeks’ time.
- The Web sites are found either “well” or “very well” by users who enter all of the important keywords.
- The “Genuine and Imitation” page achieved a higher ranking than was achieved by copycats’ Web sites.
- After just six months’ time, the sites were already tallying 5,000 visits per month.
After the launch, the search-engine ranking for particular concepts and combinations of concepts was carefully monitored. Optimizations were undertaken wherever necessary or relevant.
Client’s statement:
“Great! I never thought that Web sites could be set up so well and so quickly.”
(Andreas Meyer, Tecnoline)
“The positioning of the ‘Genuine and Imitation’ page at the number-one position in the Google search for ‘Wagenfeld lamp’ is a stroke of genius.”
(Carsten Hotzan, Tecnolumen)
Costs of search-engine optimization – a comparison
- cost comparison between pay-per-click (Google AdWords) and search-engine optimization
For example, to achieve the same number of Web-site visitors with Google AdWords as were achieved thanks to search-engine optimization (e.g. visitors who arrived at the Tecnolumen Web site after having searched with Google), it would be necessary to spend ca. 3,000 Euros per month. That would mean an additional annual expenditure for the Web site of 36,000 Euros.
Note:
In June 2003, four or five businesses continually had Google Premium or AdWords campaigns for important keywords to Tecnolumen products online.
These expenditures for AdWords, however, would cover only the traffic from Google. Of the 3,900 monthly visitors to the Tecnolumen Web site, roughly 1,900 come from Google and another 970 come from other search engines.
A fundamental concept for search-engine visibility amortized itself already during the first year. – The necessary monitoring and improvement tasks cost only ca. 15 to 20% of what Adwords would cost.
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