Web Marketing

 
Home
October 27th, 2009 — admin

Web Marketing (n.): activity that drives targeted traffic to a website by positioning the site to rank highly under relevant search terms; also known as Search Engine Optimization (SEO) or Search Engine Marketing (SEM)

Isovera maintains an experienced and successful web marketing practice that has helped many nonprofits greatly enhance their website's usage by earning top ten rankings under carefully selected search terms. Web marketing is a complex and constantly changing field. Isovera employs a host of up-to-date methods in its clients' web marketing efforts including:

  • keyword research
  • competitive analysis
  • keyword density analysis
  • strategic linking
  • paid listings
  • restructure navigation

As the internet and channels of communication continues to grow, Isovera's web marketing strategies have evolved to address search engine optimization best practices as well as more new wave means of popularizing one’s site. Isovera looks closely at your site, its structure and how it can be stand out from the crowd.

Case Study: Using SEO to Drive Targeted Traffic

Background

Teen Screen logoThe Columbia University Teen Screen Program (“TeenScreen”) is an adolescent mental health and suicide-screening initiative active in 40 states. By helping communities establish programs in schools, doctors' offices, juvenile justice facilities and other youth organizations, and collaborating with legislators, administrators, and advocates to promote mental health screenings throughout the country, they hope to offer a mental health check-up to every teenager in America.

The organization launched a new website and wanted to make sure their new investment received a strong quantity of targeted web traffic.

Using Keywords to Inform Strategy

TeenScreen engaged Isovera to conduct an in-depth Search Engine Optimization (SEO) and strategic linking procedure to drive a higher volume of targeted traffic to the TeenScreen’s website in a cost effective manner. The process began with empirical keyword research to help determine which search terms TeenScreen should strive to rank highly under in the Web's major search engines. To help gauge the varying importance of relevant terms to the Teen Screen website, statistical measurements were taken of each candidate search term to determine how often each term is searched for on the World Wide Web. 

With this information in hand, Isovera and TeenScreen worked together to identify a set of terms around which to proactively optimize the TeenScreen website. Based on these results Isovera implemented carefully selected tactics that would help TeenScreen receive greater search engine traffic from these terms. A key component to this effort involved establishing links in strategic areas on the Web that point back to the TeenScreen website.
The results of these efforts were noticed quickly as TeenScreen steadily improved its search engine rankings, particularly in Yahoo! and Google. In addition, a larger number of the site’s pages obtained top 10 rankings and site pages previously ranked highly continued to hold their rankings. Within a 6 month period this produced a 231 percent increase in the number of monthly site visitors.

Knowledge Transfer for Increased Capacity

With focused effort over time, Search Engine Optimization can produce lasting long term benefits, making it an attractive marketing program for many website operators. With TeenScreen, Isovera worked to enhance the organization’s capacity to continue these efforts with its internal resources. The transfer of essential knowledge and skills to TeenScreen staff enabled them to become self-reliant in a significant area of their web marketing efforts.