Situation:
In 2006, online video was still an emerging market, constantly fluctuating and extremely competitive. VMIX approached BusinessOnLine to assist in the development of a Search Engine Optimization strategy which would increase their exposure as well as opportunities to demonstrate their platform capabilities. VMIX wanted a measurable program which would prove marketing ROI associated with online initiatives.
Challenges
- Existing CMS System with negative SEO implications
- Continuous development of new video content which VMIX wanted to highlight
- Lack of metrics or means to track KPIs
- Evolving positioning and business model
During the course of this 12 month engagement VMIX underwent:
- 3 website redesigns;
- A corporate rebranding; and
- Conceptualizing and implementing an entirely new business model, leveraging the online video-sharing website to market a white-label SaaS version of the VMIX technology.
Solution:
BusinessOnLine adheres to a strict methodology for obtaining and sustaining organic search engine results. This methodology facilitates an understanding of the project, desired outcomes, and potential challenges. Additionally, it provides a research-based foundation from which our experts can map a plan and make specific recommendations.
Using this methodology, BusinessOnLine formulated a comprehensive Search Engine Optimization Strategy for VMIX to address their immediate and ongoing SEO needs as well as their overarching business objectives.
BusinessOnLine:
- Identified and optimized the site for keywords associated with VMIX’s business offerings, including: “video sharing”, “video community”, and “video hosting”, which better-enabled their target audience to find the site and utilize their free services.
- Optimized specific video content, including: commercials, music videos, and movie trailers on a monthly basis – increasing value for video-content producers and, consequently, driving traffic to the VMIX site where visitors could learn about the brand and interact with the video sharing platform.
- Audited existing CMS platform to identify obstacles limiting VMIX’s ability to execute on best practices in SEO. This audit resulted in custom recommendations for new functionality and platform enhancements which would better enable VMIX to implement and maintain SEO initiatives.
- Implemented a fully integrated analytics package which enabled VMIX to track and report on Key Performance Indicators (KPIs) and monitor their return on investment.
- Provided subject matter experts in the areas of design and usability to assist in their ongoing rebranding and site design endeavors.
Results:
SEO Results
- 372% increase in organic traffic in Google
- 293% increase in organic traffic
- 75% increase in total page views
- Top 5 Rankings for “Free Video Community”, “Free Video Sharing”, “Free Video Hosting”, and more!
PPC Results
- Went from .21 to .14 (33%) per click
- Increased traffic without increasing budget, resulting in savings of more than $1 million annually.
Landing Page Creation
- Evaluated Media Buys – demonstrated importance of CTR versus impression and concentrated budget to focus specifically on campaigns which significantly contributed to overall traffic; therefore reducing the costs of their advertising programs.
- Helped provide direction and consulting services during redesign, including concepts, usability, SEO implications, Design best practices, and information architecture suggestions.
- Identified alternate social-media channels to promote video content – such as StumbleUpon, Facebook, etc.
