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LPR

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  • So having a good idea of the competitve landscape, our SEO strategy involved research and imitation. We decided that our best chance for success required doing what clearly worked well for our competitors google rankings. We created a list of keywords most commonly used by our competitors. We would then use googleadwords and chose keywords that had a relatively high search volume, meaning it had to be greater than 100. If those keywords had google hits less than 1 million, then we decided that those would be good keywords to optimize for.
  • Our initial results were somewhat of a letdown. We thought we had chosen the right keywords to increase our online presence, yet our actions did not yield the results we wanted
  • So, rather than having 2-3 keywords optimized per page, we decided to focus on only one keyword.We opted for consistency across the titles, headers and page names and we increased keyword density throughout the content of the page
  • So, rather than having 2-3 keywords optimized per page, we decided to focus on only one keyword.We opted for consistency across the titles, headers and page names and we increased keyword density throughout the content of the page

LPR LPR Presentation Transcript

  • Digital & Virtual Fences
    Danielle & Ibrahim
  • How it all started…
  • Digital Fence
    Regularfencewithadd-on sensorsaddedthatdetect intrusions
    SafeFence(Joeun):
    TautWireFence
    Vibration-baseddetection
    PIDSFence(Securenics):
    Electric Charge Fence
    Monitors changes in electric charge
  • Virtual Fence
    Intelligent Video Surveillance System
    Monitors intrusions through CCTV cameras
  • Initial Research
    TreatedFences as BurglarAlarm Systems
    Investigatedmarket for US Alarm Systems
    Identified major players in the AlarmIndustry
  • “If you feel that the problems are intractable and you'd rather discontinue the project”
    Strike 1…
  • Market for Fences
    US FenceMarketexpected to reach$3 Billion USD in sales by 2010
    Revenue fromfencessold: $1.9 Billion
    Revenue fromMetalfences: $1.2 Billion
  • Market for ElectronicPhysical Security (EPS)
    US EPS Market 2007: $9.7 Billion
    Intrusion Detection: $1.2 Billion
    CCTV/Video Surveillance: $3.2 Billion
  • Breakdown of EPS
    Number of projects where EPS occurs in specifications (2006-2007)
  • Segmentation
  • Marketing Messages
    SafeFence: perimeter intrusion detection and prevention
    PIDSFence: mostadvancedperimeter intrusion detectiontechnologyavailable
    Virtual Fence: software thatconverts a regularfenceinto a smart fence
    Developed content based on competitors’ websiteswithoutmuchemphasis on keywords
  • Strike 2…
  • SEO Strategy
  • Initial Results
  • “Amyand Ibrahim's Taut Wire Fence has garnered a quality lead from Bombardier Transport who is a large contractor at JFK (and numerous other airports).”
    Grand Slam…
  • Improvements
    Focused on only 1 keyword
    MatchedTitle, Header and Page Name
    Increased keyword density
  • Final Results
  • Key Takeaways
    Sometimesyou are stuckwith a weakproduct
    Onusis on you as a marketer to find a way to sell the product
      Don’tbeafraid to try new things but bepreparedto go back to the basics
    Perseverance = success (somewhat)
  • ‘‘It takes more hard work, money and brains to reachyour goal thanyouoriginallypredicted. Perseverance, however, isalways the key to succeeding if youonly have two out of the three.’’
    Questions…