Search Engine Marketing

Case Study: TopBulb Beckons with Search Engine Terms
February 1, 2003

Problem: Boost a B-to-B catalog’s reach Solution: Expand sales into the consumer market using search engine marketing Result: 30 percent of TopBulb’s overall sales now come from the consumer market, from 0 percent four years ago Consumers began finding their way to the TopBulb.com Web site soon after its launch in 1999, and they found the site almost exclusively through search engine marketing. Until 1998, Indiana-based Gray Supply Co. produced only a print catalog, selling hard-to-find light bulbs to the b-to-b and medical markets. Though the company’s founders had hired Phil Bonello as president and CEO that year to increase sales, he also saw

Climb to the Top of Search Engine Charts
September 1, 2002

Want to know the secret to stellar search engine rankings for your catalog? It’s not technical tweaks or coding tricks. Page-one search engine rankings on spidering search engines such as Google and Inktomi mostly hinge on one thing: your Web site copy. Search engine optimization (SEO) writing entails expertly weaving keyphrases (e.g., cashmere sweaters, men’s digital watches) throughout your online marketing text. Proper keyphrase research and positioning will reward you with top-tier rankings and online branding. But if you starve the search engine and ignore your keyphrases, your site rankings may slump. Brand Your Business, Beat Your Competition If you’ve ever believed that your