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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
  • Transcript

    • 1. Digital & Virtual Fences
      Danielle & Ibrahim
    • 2. How it all started…
    • 3. Digital Fence
      Regularfencewithadd-on sensorsaddedthatdetect intrusions
      SafeFence(Joeun):
      TautWireFence
      Vibration-baseddetection
      PIDSFence(Securenics):
      Electric Charge Fence
      Monitors changes in electric charge
    • 4. Virtual Fence
      Intelligent Video Surveillance System
      Monitors intrusions through CCTV cameras
    • 5. Initial Research
      TreatedFences as BurglarAlarm Systems
      Investigatedmarket for US Alarm Systems
      Identified major players in the AlarmIndustry
    • 6. “If you feel that the problems are intractable and you'd rather discontinue the project”
      Strike 1…
    • 7. Market for Fences
      US FenceMarketexpected to reach$3 Billion USD in sales by 2010
      Revenue fromfencessold: $1.9 Billion
      Revenue fromMetalfences: $1.2 Billion
    • 8. Market for ElectronicPhysical Security (EPS)
      US EPS Market 2007: $9.7 Billion
      Intrusion Detection: $1.2 Billion
      CCTV/Video Surveillance: $3.2 Billion
    • 9. Breakdown of EPS
      Number of projects where EPS occurs in specifications (2006-2007)
    • 10. Segmentation
    • 11. 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
    • 12. Strike 2…
    • 13. SEO Strategy
    • 14. Initial Results
    • 15. “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…
    • 16. Improvements
      Focused on only 1 keyword
      MatchedTitle, Header and Page Name
      Increased keyword density
    • 17. Final Results
    • 18. 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)
    • 19. ‘‘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…

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