SEO Case Study: DorothyLee.com

Client:  DorothyLee.com - provides quality and customizable apparel and accessories at affordable prices to families, small businesses and Fortune 500 corporations.

Services:  Initial search engine optimization strategy

Challenge:  The online store had worked with several SEO firms to create search engine optimization plans and to implement the determined SEO efforts.  The firm had not yet seen any concrete, positive end results from these past marketing efforts and the related expenses. Dorothy Lee approached The Net Impact searching for an Internet marketing firm that could provide them with a plan of action to improve their search engine traffic.

The Net Impact’s Solution:  The Net Impact analyzed their analytics for their primary url http://www.dorothylee.com/, compared traffic patterns to the site architecture, conducted thorough keyword research, investigated the marketplace and analyzed the competition. Using this information, TNI then developed a Traffic Based Design™ that would greatly improve the sites visibility for key search terms organically and increase traffic.

This Traffic Based Design™ plan included:

• Redefined site architecture  to create the required landing pages
• Rewritten meta information and content for each landing pages
• Optimized links and title tags
• URL rewrite recommendations,
• Image alternative text  tag recommendation
• Website validation testing
• Website ADA compliance testing
• Competitor Analysis Report
• Keyword Rankings Strategy
• Baseline Keyword Positioning Plan
• Suggestions for calls to action to improve conversion

Looking forward: The Net Impact and Dorothy Lee are planning the next steps for improvement including the creation of an annual web marketing calendar with defined deliverables, conversion testing using Google Optimizer, a social media strategy to support the main ecommerce site and a regular review of Google analytics that will define monthly recommendations.