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.