Case Study: Online Web Strategy
for cosmetics portal to reach Women of Color
Problem:
A cosmetics review site
specializing in women of color was not found on the search engines
without difficulty. To add to matters, the name of the
company, which was also not coming up on searches, was confusing
and did not lend itself to evoking identification with products
for women of color.
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. The firm used a "cookbook" web
development system which limited use of key meta codes for search
engine optimization. Additionally, the site architecture
prevented many necessary changes.
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.
