SEO Inc. had the privilege of being asked to participate in a groundbreaking third-party case study performed by Frost & Sullivan for organic search engine optimization. The result of Frost’s research included an in-depth white paper discussing the SEO industry and practices that lead to successful campaigns; it also included a case study of one of our top clients, Entrepreneur Magazine.
In addition, Frost produced a one hour eBroadcast "Search Engine Marketing: The Primary Ingredient of your Marketing Mix.” The eBroadcast was conducted by Luke Russel, a Senior Analyst with Frost and Sullivan, and included participation from Chuck Fuller, Senior VP of Business Development at Entrepreneur Magazine, and Garry Grant, CEO of SEO Inc.
Entrepreneur wanted to increase their online traffic and had a huge number of articles. SEO was a natural tactic that could be used to accomplish this goal, but it was something Entrepreneur had not looked at with any level of seriousness in the past. When Entrepreneur started investigating SEO, only 5% of their website had any type of search engine optimization implemented. Optimizing this archive for search would be a huge task, and Entrepreneur knew it. SEO Inc. then explained to Entrepreneur that they would optimize the articles by building a spider for the XML article database. In doing this, SEO Inc. illustrated a level of transparency other Search Engine Optimization providers did not match. This transparency illustrated a willingness to communicate at a deeper level with the client.
SEO Inc. proposed a three-stage plan to Entrepreneur. Stage 1 consisted of optimizing all the main web pages. Stage 2 consisted of optimizing all the articles. Finally, stage 3 consisted of integrating SEO into the business processes at Entrepreneur. Presenting this material in a stage-gate scenario provided Entrepreneur with a clearer road map, complete with milestones to their paramount goal: a consistent flow of new, optimized online content that would continue to bolster the strong position Entrepreneur’s pre-existing online assets already had accomplished.
The ROI of the stage 1 activities has been astronomical. In a typical month since the Optimization process has taken place, Entrepreneur has seen an estimated return of over $2 million dollars PER MONTH (calculated by determining the revenue from additional number of click-throughs since they began the SEO program, minus the SEO expenses incurred).
It should be noted that this return only looks at the direct impact the greater number of click-throughs has on advertising revenue. There is additional indirect revenue generated from the increase in click-throughs as the additional users clicking through to Entrepreneur’s online assets sign up for newsletters and become additional leads for other cross promotions.
To View an On demand version of the e-Broadcast, go to www.eBroadcast.frost.com/seo
About Entrepreneur Media
Entrepreneur is a progressive, forward-looking publishing company providing insights to business owners through their magazine, books, and seminars. Their flagship, Entrepreneur Magazine, was launched over 3 decades ago and can be experienced in both a print and online format.
About Frost & Sullivan
Frost and Sullivan, a global growth consulting company, has been partnering with clients to support the development of innovative strategies for more than 40 years. The company's industry expertise integrates growth consulting, growth partnership services, and corporate management training to identify and develop opportunities. Frost and Sullivan serves an extensive clientele that includes Global 1000 companies, emerging companies, and the investment community, by providing comprehensive industry coverage that reflects a unique global perspective and combines ongoing analysis of markets, technologies, econometrics, and demographics. For more information, visit Frost.com.