Situation:

Norfolk Karate Academy was in the process of ramping up for a large offline marketing campaign when the owner realized his online presence seemed to be lacking. Although the business website itself was extremely functional with many customer integration features and loaded with a great deal of rich content, the SERP listings within the three major search engines wasn’t strong.

With the domain name of www.norfolkkarate.com, it was not surprising to see their first position placement on Google for “norfolk karate”. What was surprising, however, was the absence of listing for “hampton roads karate” or “hampton roads jiu jitsu”. The broader metro area is referred to as Hampton Roads.

traversing the se lifecycle

Fundamental to any successful Pay Per Click campaign is the foundation of keywords upon which it’s built. From there, ad copy, ad group organization, even campaign structures rely heavily upon the breadth and depth of your keyword research, and it’s important to make sure that you do it right. Refining your keyword reach, building out long tail terms for deep niche marketing and analyzing your competitors strategies are all fantastic ways to build a great PPC campaign. Here, we will share with you how to do some of this research so that you can get a clear idea of how your clients will find you in the paid search listings.

Jet Blue Airlines

“Some people were asking for help, and others were saying things that weren’t correct,” recalls JetBlue’s manager of corporate communications, Morgan Johnston. He’d been spending time on Twitter search, and he’d realized that JetBlue customers, often on the move, were Twittering about travel problems. “You can only see that a few times before you want to jump in and do something.”

Situation:

The Winehouse Bar & Bistro, located in Hampton Roads, Virginia had a continuing problem with its company web presence. The problem: the website was used as nothing more than an electronic business card. It did not provide any reason for customers to read about the business or any function to give customers a reason to return to the site. In short, the website was nothing more than directions for the customers that already new about the business.

Additionally, website traffic was anemic at best garnering no more than 15-20 unique visits a day averaging less than 1 page view per visit.

Dell Outlet faces a common but vexing challenge. A division of the giant made-to-order computer business, Dell Outlet carries refurbished equipment and other inventory that it needs to sell quickly. Because the division has to get the word out fast, it doesn’t have the luxury of hiring an agency and developing an ad campaign.