A Case Study Example



Here is a real example of how one company cashed in on a top search engine position for a single keyword that moved from the bottom of the second page of Google to above the fold on the first page of search results.

In November 2008, a client had a number 18 position for one of their primary target keywords on the second page of Google's organic search engine results. Considering the number of companies competing for a high ranking on this keyword, a position on the second page seemed like a good accomplishment, but the volume of sales leads was rather disappointing.

Improved Ranking Brought Surprising Results

A marketing strategy was devised to focus search optimization efforts on improving the organic keyword ranking for this target keyword. After extensive work, the ranking for this keyword first moved to the number 9 position on the first page, and then to the number 4 position of the search engine results. The improved search engine ranking for this single keyword generated an increase in sales leads far more than expected, which subsequently converted to an increase in sales revenue amounting to over $1,000,000 for the company.

While there may have been indirect factors involved, such as general economic conditions, there is a definite correlation between the target keyword ranking on the search engine and the number of sales leads generated per month, tracked and reported from the company's website.

Tracking the Change in Position and Leads

The list below shows the search engine positions relative to the number of sales leads that were generated from the company's primary target keyword:

• Nov 08 - position 18 = 6 leads

• Dec 08 - position 9 = 31 leads

• Jan 09 - position 9 = 126 leads

• Feb 09 - position 4 = 102 leads

• Mar 09 - position 4 = 207 leads

• Apr 09 - position 4= 221 leads

Summary of Results

The increase in the number of monthly sales leads can be seen as the search engine keyword position moved up over the six month time period. The full benefit of the keyword moving from position 18 to position 9 is reflected in the January total because the change occurred later in the month of December. The same applies to the move from position 9 to position 4 because the change occurred later in February.

For search engine marketers and marketing managers who are wondering about the difference between having a major keyword listing on the first page of search results compared to the second page of results, this case study should provide some insight based on our experience.

It also shows an example of the potential benefit from having keyword search results listed above the fold of a web page as opposed to below the fold where viewers must scroll down to see more search listings.

Based on these results, there is clear evidence that a higher organic search engine ranking can dramatically affect sales lead generation and company revenue, in this case over one million dollars.