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Case Study / Online Web Strategy
for cosmetics firm to reach Asian Americans
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- Problem:
- A large manufacturer and seller
of Asian American cosmetics had experienced a decline from online
sales after a website redesign. This firm had been
consistently derived a good percentage of overall direct sales as
a result of their website presence. Since their first
website in the mid 1990's, this company had four domain names,
three of them with active content and two with duplicate content.
The company's primary web address had been dropped from the search
engine Google.
Keyword searches for "Asian Cosmetics" and similar user search
terms resulted in the website not being found or found with poor
page ranking.
- Solution:
- Cultural Marketing
Communications professionals
looked at a number of variables, including performing analysis on
determining where this company was ranking using common keyword
searches. Other analysis were performed for the firm,
including reviewing the html codes typically used in search engine
optimization, and reviewing a site map of the pages as well as
reviewing content. Many of the problems this firm was
experiencing was due to the last site redesign and website
architecture.
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- Cultural Marketing
Communications provided
recommendations to both address immediate problems as well
as to optimize their website for internet marketing and
e-strategy purposes in the future. Within a month,
users were able to search on the major search engines
under relevant keywords.
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