Sybase

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With nearly 100 products and a comprehensive list of mobile and professional services, Sybase Inc. (Sybase) is the largest enterprise software and services company exclusively focused on managing and mobilizing information.

Situation:

In 2006, Sybase approached BusinessOnLine to assist with its Search Engine Optimization (SEO) strategy. Sybase wanted to increase website rankings and traffic; however, having worked with another well-recognized SEO firm on projects that yielded minimal results, their Web team was skeptical about SEO efforts and what could be accomplished.

As with every search engine optimization engagement, there are always specific and unique obstacles that need to be overcome or acknowledged in order for the project to succeed. By understanding these restrictions and recommending solutions that are “implementable”, the proper expectations are set and goals are measurable and achievable.

Challenges:

  • Large site with approximately 400,000 pages
  • Existing content management system is highly structured, limiting flexibility
  • No established foundation for tracking required to measure success
  • Project would require collaboration and consensus between various departments  

Solution:

BusinessOnLine’s search engine optimization solution is rooted in a holistic philosophy that begins with developing an understanding Sybase’s business model and internal goals, which manifests a strategic as well as tactical project solution. This methodology allows the BusinessOnLine team to develop a strategy that goes well beyond the tactical elements of most SEO solutions (Tagging, Links and Content). By establishing goals at the beginning of the project and continually measuring successes of progressive project phases, the return on investment for Sybase was significant and immediately measurable (less than three months).  

01. Discovery and Strategy Phase:

Identify business drivers, define Internet and SEO goals, and discover technical and internal resource challenges to design custom strategy for SEO success.

02. Site-Wide SEO:

Resolve global issues including URL, code, domains, etc., affecting the entire site, and improve rankings immediately.

03. On-Page SEO:

Identify essential pages and optimize for key words by modifying tags and reworking content.

04. Off-Page SEO:

Address navigation concerns and develop a linking methodology using industry best practices to leverage internal and external links as well as directory submissions.

05. Reporting Analysis:

Create reports which detail site rankings and traffic and conduct analysis on data by cross referencing reports to reveal trends as well as areas for campaign improvement.  

Results:

Business:

  • Significantly improved online market share
  • Significantly improved online brand awareness as a leader in key market segments
  • Solid gains in visibility compared to competitive online content

Rankings:

  • Top 10 Rankings on Google, Yahoo, and MSN for broad competitive Keyword Phrases, including “mobile messaging software”, “data integration”, and “database management”- where none previously existed
  • Increase in referrals from long-tailed keywords not explicitly monitored, but visible from web analytics

SEO Traffic:

  • 178% Increase in Overall Traffic
  • 113% Increase in Organic SEO Traffic
  • Before and After: 18% to 41% (23% Increase in traffic from organic search results)