1) An auto client of Mindshare wanted to reach customers earlier in the consideration process. Mindshare focused SEO efforts on non-branded keywords, resulting in top 3 rankings increasing 65% and year-over-year traffic growing 105%. 2) An FMCG client wanted to increase brand awareness. Mindshare optimized content and partner websites, growing visibility 388% with 4 top 3 rankings and non-branded keywords driving 4 times more traffic than branded keywords after 4 months. 3) This presentation covered two case studies on using SEO to grow organic search visibility and traffic for clients through non-branded keyword optimization, content development, and link building activities. Both clients saw rapid growth in non-

1. 1
8/30/2012
Case Studies
Organic Search Australia

2. Acquire non-branded Organic visibility & traffic.
Australian SEO Case Study – Auto Client
Results:
Business Challenge: Top 3 rankings up 65%, Traffic year on year up
Potential customers usually take 3-6 months 105%. Notable keyword rankings & growing non-
to purchase. Land Rover wanted to reach brand traffic.
customers earlier in the consideration funnel. 30
20
Top 3 rankings
trends
Mindshare Approach: 10 Position 3
 Land Rover already had 95% search visibility for 0
Position 2
their product keywords. However, non-branded Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
Position 1
traffic and visibility was very low. We re-focused
our SEO efforts on non branded keywords to 70,000
60,000
ensure we were capturing consumers earlier 50,000 Year on year traffic
consumer funnel. 40,000 comparison
30,000
2011 traffic
20,000
Mindshare Activities: 10,000
2012 traffic
 Partnership & ESP optimisation 0
 Aggressive link & social popularity building Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12
 Content optimisation 10,000
Number of keywords
 Basic Asset optimisation
sending traffic
5,000
Results: Non-brand
 Non-branded traffic grows MoM on average 4%. Brand
0
 SEO contributes to 46% of site traffic. 31% in
Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12
Jan 2012.
 SEO delivers 65,000 visits per month.
 Land Rover now holds 16 #1 rankings.
“4WD SUV” 3rd “4WD UTE” 3rd
“Compact SUV” 9th “new 4x4” 1st
“Luxury SUV” 3rd

3. Rapidly Grow Search Visibility & Traffic
Australian SEO Case Study – FMCG Client
Business Challenge: Results: After 4 months
To be the go-to place for all things sweat related. Increase the brand
touch points at the “Awareness” stage of the product funnel. Visibility up 388%, 4 top 3 rankings & non-brand
keywords refer 4 times higher than branded.
Mindshare Approach:
50
 Use SEO to long-tail search traffic. Optimize multiple content
pages to attract non-branded searches to the website. 40 Top 30 rankings
30
Page 3 (11-30)
Mindshare Activities: Spend $6K per month 20
 Optimize 45 pages of content Page 2 (11-20)
10
 SEO Wireframe & audit Page 1 (1-10)
 Partner website, PR & editorial optimization 0
 Monthly link building & reporting Apr-12 May-12 Jun-12 Jul-12
Key Results & insights: results seen 3 months earlier than expected. 5
 Non-branded traffic grew rapidly defies branded seasonal trends. 4 Top 3 rankings
 Rexona rank for high traffic “Sweat” related keywords 3
 Visibility & awareness continues to grow on average 12% p/month. Position 3
2
Position 2
1
Position 1
0
Apr-12 May-12 Jun-12 Jul-12
1,200
1,000 Keywords driving
800 traffic
600 Non-brand
400 Brand
200
0
Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12

4. 4
1/17/2013
Any Questions?
Search Strategy
Thank you.
SEO: Phillip Ohren