Search Engine Optimization for New Leads

Standard Bent Glass

Standard Bent Glass offers a complete line of glass products for architectural and security glazing. The client looked to CSG for an optimized website to have higher search engine positions for keywords like "bent glass" and "curved glass". The challenge was to increase leads from search and intercept architects and contractors who needed the company's products and services.

CSG did the keyword research and site assessment work necessary to come up with the winning SEO formula. Optimized copy and metadata favored top campaign keywords that were likely to be used by architects and glass contractors. The team also deployed a web analytics report and an email marketing program so the client could see how many referrals came from search engines and turned into a hot lead.

Only two weeks after a new site launch, the site appeared in top 10 results for optimal keywords. Leads started coming in from search, opting into an email marketing program. The client saw the results take hold quickly and with complete transparency.

Creating a Virtual Tour with Useful Content

Community College of Allegheny College

Community College of Allegheny County (CCAC) turned to CSG Interactive to build a virtual tour of the college’s four campuses. CCAC needed more than a “walking tour” of the campus with photos; the College wanted to provide a useful and usable application that helped students find important offices, landmarks, and accessibility points. Students requiring accessibility information needed to see where to park on campus, how to navigate the campus, and where to find accessibility points.

CSG determined a dynamic Flash experience would be the best technology to meet the challenge. CSG editor and client content experts gathered all building schematics and ADA accessibility guides for the project and worked through the information. A usability specialist guided the design of the user interface and streamlined the user experience.

The virtual tour launched on the homepage of the website and garnered thousands of visitors. Students and campus visitors use the application with regularity. Users needing accessibility guidelines for the campus have 24/7 access to vital information in an easy-to-use application.

Creating a Virtual Tour with Useful Content

Community College of Allegheny College

Community College of Allegheny County (CCAC) turned to CSG Interactive to build a virtual tour of the college’s four campuses. CCAC needed more than a “walking tour” of the campus with photos; the College wanted to provide a useful and usable application that helped students find important offices, landmarks, and accessibility points. Students requiring accessibility information needed to see where to park on campus, how to navigate the campus, and where to find accessibility points.

CSG determined a dynamic Flash experience would be the best technology to meet the challenge. CSG editor and client content experts gathered all building schematics and ADA accessibility guides for the project and worked through the information. A usability specialist guided the design of the user interface and streamlined the user experience.

The virtual tour launched on the homepage of the website and garnered thousands of visitors. Students and campus visitors use the application with regularity. Users needing accessibility guidelines for the campus have 24/7 access to vital information in an easy-to-use application.

Finding In-Market Consumers
with SEM and Contextual Banner Targeting

Culligan

Culligan looked for new ways to reach in-market consumers online with their line of products and services. Dealers in New England and New Jersey asked for a cost-effective solution for intercepting online consumers with rusty iron water and brown water problems. CSG recommended a paid search and contextual banner advertising program, geo-targeting consumers within each dealer’s respective territory.

CSG researched keywords consumers use to find home water improvement solutions. Keyword research led to a targeted Paid Search Campaign. Research also yielded relevant online media properties for contextual targeting with banner ads. CSG deployed Performance Dashboard to measure consumer response and quantify lead generation efforts.

The program produced thousands of consumers who looked up dealers in their area. Cost per acquisition data became measurable and revealed that the program was a valuable and cost effective tactic for the dealers.

Ranking #1 on Google

Edgar Snyder & Associates

Edgar Snyder and Associates, a personal injury law firm, needed to gain in the search engine rankings for key terms. The client wanted www.edgarsnyder.com to position well on the major search engines in its category.

CSG launched an SEO engagement, conducting keyword research, competitor analysis, and recommendations development. Requirements for content, metadata, and code were distributed to in-house and vendor teams involved with website design and development.

CSG's SEO engagement had the site ranking number one on Google and other major search engines. The campaign drove traffic from the search engines to the website. The client also implemented a system for measuring performance and traffic from the search engines.

Generating Awareness and Attracting Consumers

GSK - Commit Lozenge

GlaxoSmithKline, a leader in the worldwide consumer healthcare market, needed to increase website traffic and generate awareness of a new smoking control product. The brand managers wanted consumers to find the website and try the product by downloading a money saving coupon.

CSG overhauled and managed an affiliate marketing program campaign with more than 1,100 partner websites. Partners placed banners and text links, driving users to get a downloadable coupon.

Over a three-month period, the campaign drove over 90,000 consumers to the Commit Lozenge website. More coupons were printed for this promotion than any other interactive marketing program during the same time period.

Improving Design and Brand Experience

California Side Car

California Side Car, a vendor and dealer of motorcycle sidecars, required an updated Web presence to move its brand and online business objectives to the next level. The redesign produced a user-friendly navigation system, enhanced 'look and feel,' improved content delivery, and a modular site design.

CSG created a design that was visually pleasing and also intuitive. Products were showcased to allow consumers to "shop" on the Web. Brand attributes were made clear with engaging photography and copy. Information about products became accessible from one screen, allowing for quicker information retrieval.

The website dramatically reduced the amount of time to find vital information. Client received more than a week's worth of brochure requests on the first day's launch.

Improving Lead Acquisition

GlaxoSmithKline

GlaxoSmithKline experienced hundreds of people calling customer service complaining about problems printing coupons from GSK websites. The coupon delivery system needed a redesign, including content, functionality, interface, and overall user experience.

CSG deployed usability experts to simplify the process by reducing the number of clicks and screens. Browser compatibility issues were addressed. CSG reengineered the flow, reduced content, and added browser detection code.

CSG eliminated all obstacles for the user. The brands experienced more coupon prints while customer service received significantly fewer phone calls. Other product websites adopted the standard for when they promote and deliver online coupons.