Case Study: SEO Campaign Boosts Lenovo's Brand Awareness, Revenues
A 'Targeted' International Program
Lenovo is a global brand, operating in more than 160 countries. In-house research indicated that Lenovo's top competitors, Dell and HP, were losing market share in some emerging markets — China, India and Brazil, to name just a few — opening the door for Lenovo to cash in. To capitalize, Covario provided Lenovo with relevant keywords within those countries that it could rank highly on.
Those relevant keywords often focused on pushing Lenovo into the PC-plus era, expanding beyond its traditional notebooks and desktops. In addition to focusing on branded keywords and link equity, Lenovo is capitalizing on specific categories such as tablets and smartphones.
"We went after keywords like 'ultrabooks' and 'convertibles,' things that were starting to pave the way in an era where it was getting beyond the standard laptop/desktop scenario," says Rick Medeiros, executive director, global web, at Lenovo.
Lenovo executed aggressive on-page and off-page SEO tactics in all markets. On-page efforts included creating landing and content pages for new category and product launches (e.g., ultrabooks) as well as optimizing existing assets, while off-page efforts focused on content marketing and infographics.
In addition, Lenovo worked to fill content gaps for high opportunity, upper-funnel search queries. The retailer also leveraged performance insights from paid search and applied them to SEO, helping to improve its clickthrough rate dramatically. Lenovo's off-page SEO efforts focused on creating and distributing infographics, implementing rich snippets, and consulting on video, social and mobile SEO.
Lenovo is planning to expand its SEO strategy out to more countries going forward, as well as look into local SEO. "Right now we do a lot of national and nonbranded terms," says Bedford. "We want to see if we can do some local stuff, maybe across different partnerships. It's going to be very much like how you do geo-targeting with paid search."