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Internet Marketing Techniques & On Page Optimization In The Retail Industry

Categories : All, Case Study, Digital Marketing, Retail / E-commerce

About Client

The client is an American Home furnishing Retailer selling classic and modern rugs with artistic
value for home beautification. It is a 30 year old business operating in many major American cities.
They have also launched an estore for selling their products online for providing their customers
with great convenience and a greater shopping experience.

The client is focused to become America’s favourite rug store and offers their customers with great customer service, outstanding brands and prices lower than the competition.

Client Requirement

Client required that the website be a means for businesses other than the brick and mortar stores. It should serve and an alternate channel for sales and client expected good ranking as well as direct sales from the website.

The client demanded improvement in web traffic, improved visibility to spread the word to a large audience via the internet and reach out to their customers. For establishing a presence over the internet required proper planning, extensive research and adequate knowledge of internet marketing methods. Marketing plans that included Search Engine Optimization (SEO) and Social Media Marketing (SMM) was prepared.

The very specific client requirements were:

SEO efforts in order to gain maximum web traffic.
Spreading awareness of the website.
Internet Marketing Techniques to reach out and make the business known.
Social Media Marketing to increase popularity and build brand reputation
Extensive Keyword research to Target the right audience
Local SEO for targeting local customer base.
Google Local Promotions.
Increase sales of the products organically.
Search Engine Ranking for all the major keywords selected.
On page activities for content and HTML optimization.
Link building Campaign setup for establishing a presence on web and improving search rankings.

Challenges

Considering that the site dealt with local customers, a targeted approach was needed for marketing it to the right customer base. The following challenges needed to be addressed with this project:

Proper research was required to get maximum organic sales.
Improving web traffic and hence improving sales was a challenge.
Improving search engine rankings for many categories of the Website
Establishing online presence required SEO planning and strategizing.
A social media marketing plan needed to be created for a targeted reach.

Manpower

Project Manager	1
Project Leader	1
SEO Executives	2
Content Writer	1

Planning

Strategic thinking and proper planning was required and Four different approaches were taken for this task.

On Page SEO
Off Page SEO
Social Media
Google Local Promotions

These were all essentials to achieve the end results.

Extensive keyword research was done. Keywords were finalized digital marketing.
HTML was reviewed for optimization.
Title Tags, Description etc. in the HTML to include the keywords that were selected.
Thorough website analysis was done for link profiles and broken links were analysed.
Link building Campaign setup for establishing a presence on web and improving search rankings.
Bi-Weekly Website and Web Traffic Analysis and Enhancement in SEO Strategy
Social Media Pages and postings were decided upon.
Local Google and other business submissions were planned.

Achievements Highlights

The plan brought about a significant change in the business’ sales and reach. The website immediately saw a rise in the number of visitors and subsequent increase in sales. Here are the highlights: