|
The most obvious reason to do Search Engine Optimization
is to boost traffic and thereby sales. Yet SEO is proving
a real champion, especially from an ROI standpoint, in handling
other communication needs such as Publicity, Public Relations
and Branding.
Now we hate to break it to PR firms that are enjoying fat,
juicy retainers (yes even in these “hunkered down”
times), but they’re doing their clients a disservice
by not adding SEO to the mix.
Case Study: CSI Insurance
CSI provides specialized insurance for high-risk facilities
like bars, nightclubs and concert halls. On Google, SearchEnginePatrol.com
secured the #1 and #2 rankings for the search term “nightclub
insurance.” This was out of more than 42,000 listings.
With the recent nightclub tragedies in Chicago and Rhode
Island, the media wanted to learn more about the inner workings
of night clubs, concerts and the related challenges, insurance
obviously being one of them. So naturally, in doing research,
they turned to the web.
And by searching the Internet, that's where they found CSI
Insurance. Now let’s put this in perspective. CSI receives
40-50 leads per day from its search engine rankings.
In this particular case, the media turned to CSI Insurance
President/CEO Jim Chippendale as an industry expert to add
a unique perspective to a serious story.
And the results? Thousands of dollars of free publicity
from the following magazines:
• BillBoard magazine (front cover)
• Rolling Stone
• Chicago Business Journal
The lesson learned? SEO can increase your visibility and
help you achieve multiple communication objectives, including
branding, public relations and publicity.
Marc Harty is the owner of SearchEnginePatrol.com. His
firm has obtained hundreds of top 10 search engine rankings
for a diverse list of clients, including those in the financial,
legal, human resources, educational and manufacturing sectors.
Marc regularly leads Internet marketing seminars and is
an authority on guerilla-style e-marketing.
© Copyright 2002 SearchEnginePatrol.com.
All rights reserved.
You may forward this report in its entirety,
including all live web site and email links. (Without cutting.)
http://www.SearchEnginePatrol.com
|
