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Week 1 of the campaign searchers used 79 different phrases to click to Bellcomb. In week 37, 130 phrases resulted in a click-through to the site. We are finding the missing searchers we weren’t getting before.
Measure of visibility and distribution – the long tail effect.
187.5% increase is site conversions
Conversion in this case = Filling out the contact form, which is a lead
Organic traffic increased 12.4%. in 13 weeks following site launch and has stayed steady
Moved from $1 million in the sales pipeline to $100 million in one year
This (new) positioning has helped us gain recognition as the world’s largest provider of composite panels for all types of applications. We’ve seen incredible growth in potential sales and a significant increase in website traffic and search visibility.
Mark Phillion, Bellcomb Director of Sales and Marketing
Getting to number one on Google should be one of your goals in any search engine marketing initiative.
Just getting to number one might mean that you are spending more than you need to on your campaigns. Number one may not be the best position for a PPC campaign if it means you are spending a lot more on CTR than your competitors
For SEO you don’t need to be number one for everything, but you want to focus spending on ranking high for those terms and phrases that convert.
SEM can be effective for small companies and small budgets.
Search can be an effective tool for any size organization with any budget. It always needs to be aligned with other marketing or communication objectives to be effective. Don’t ever work with a SEM consultant who isn’t talking about your bigger objectives.