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.
Entrepreneur wanted to increase their online traffic. With a massive number of articles that were not indexed, SEO was the best tactic to accomplish this goal. Entrepreneur needed an SEO strategy and action plan to technically implement it.
When Entrepreneur examined their online content, only 5% of their website had any search engine optimization implemented. Optimizing Entrepreneur’s main content and the million-plus article archive for search would be a monumental task. SEO Inc. discovered the challenge of the site’s platform, Vignette Story Server, an outdated CMS that was unoptimizable as all pages were created dynamically on the fly.
SEO Inc. devised a plan and developed a strategy for Entrepreneur to optimize the main content including all current and past article archives programmatically, at the database level. In doing this, SEO Inc illustrated a level of unmatched expertise regarding methodology and strategy that other SEO Companies lacked in their technical capabilities.
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 an 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.
In addition, Frost produced a one-hour broadcast “Search Engine Marketing: The Primary Ingredient of your Marketing Mix.” The broadcast 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.
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 serve 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.