From Online “No Man’s Land” to the Gold Coast of Search
Marketing Situation:
Naterra Land is the Midwest’s largest recreational land developer. However, like many companies today, it struggled with how to successfully market land online. It’s online presence languished from fits and starts, rather than a sophisticated online marketing approach. For decades real estate leads began in the newspaper and ended with a phone call to a sales agent. Enter the internet Sea Change: consumers finding everything they need online. Instantly. No muss no fuss. Traditional channels stopped working. And leads took a nosedive. In 2006, we were charged to get Naterra’s internet strategy on pace and ahead of the pack. Our challenge: elevate a rudimentary website to an easy-to-use virtual showroom of land. And get Naterra Land from page 12 in search to page 1.
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Marketing Solution:
Start from the ground up, and build an internet strategy, structure and presence appealing to human and web crawlers alike. And do it fast. We embarked on a comprehensive, multi-phased process designed to bring Naterra Land’s online presence to the front of the pack. Our tactics included:
- Business process analysis
- Customer buying process research
- Usability research and testing
- Domain architecture analysis
- Site and content re-design
- Keyword research and analysis
- Content optimization
- Link-building strategies
- Definition and reporting of key performance indicators
- Installation of web analytics for real-time management via metrics
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The Results:
One of the true beauties of online marketing is how measurable and visible it is. Within the first six months of launch we achieved:
- Unique visitors increase up 184%
- Total online conversions up creased 317%
- Online conversion rate up 39%
- Went from zero #1 natural search rankings to 20+ in top search phrases
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