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 was an in-depth white paper on the SEO industry and the practices that lead to successful campaigns; it also included a case study of one of our top clients, Entrepreneur Magazine.
Entrepreneur wanted to increase their online traffic and had a huge number of articles. SEO was a natural tactic for accomplishing this goal, but it was something Entrepreneur had not considered with any seriousness in the past. When Entrepreneur started investigating SEO, only 5% of their website had any 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 so, SEO Inc. demonstrated a level of transparency that other Search Engine Optimization providers did not match. This transparency illustrated a willingness to communicate more deeply 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 Entrepreneur’s business processes. 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 their pre-existing online assets already held.
The ROI of the stage 1 activities has been astronomical. In a typical month since the Optimization process began, Entrepreneur has seen an estimated return of over $2 million PER MONTH (calculated by determining the revenue from additional click-throughs since they began the SEO program, minus the SEO expenses incurred).
It should be noted that this return considers only the direct impact of the greater number of click-throughs on advertising revenue. There is additional indirect revenue generated from the increase in click-throughs, as users clicking through to Entrepreneur’s online assets sign up for newsletters and become additional leads for other cross-promotions.
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.
To view an on-demand version of the e-Broadcast, go to www.eBroadcast.frost.com/seo
About Frost & Sullivan
Frost & Sullivan, a global growth consulting company, has partnered with clients to develop 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.
SEO Inc. is an internet marketing agency whose purpose is to help companies improve their online presence in search and social media in order to acquire new customers and build their brand online.
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