Convergence: Social Media SEO Content Marketing SES Chicago 2011
An Industry Case Study SES – Chicago: 2006 Web 2.0.
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Transcript of An Industry Case Study SES – Chicago: 2006 Web 2.0.
![Page 1: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/1.jpg)
An Industry Case Study
SES – Chicago: 2006
Web 2.0
SELYTICSTM
Search Engine MarketingSELYTICSTM
Search Engine Marketing
![Page 2: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/2.jpg)
Case Study Carrier North America Home Comfort
• Usability • CSS Design • Web Standards
Web 2.0 Elements for Carrier NA Home Comfort
![Page 3: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/3.jpg)
Case Study Carrier North America Home Comfort
• Old site (web 1.0?) is too static and has little interactivity• Old site is code heavy, loads slowly, and performs poorly in usability tests
Problem
![Page 4: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/4.jpg)
Case Study Carrier North America Home Comfort
• Paper prototyping and focus groups to plan navigationSolution - Usability
![Page 5: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/5.jpg)
Case Study Carrier North America Home Comfort
• Paper prototyping and focus groups to plan navigation• Interactive tools to enhance user experience
Solution - Usability
![Page 6: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/6.jpg)
Case Study Carrier North America Home Comfort
• Paper prototyping and focus groups to plan navigation• Interactive tools to enhance user experience
Solution - Usability
![Page 7: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/7.jpg)
Case Study Carrier North America Home Comfort
• Paper prototyping and focus groups to plan navigation• Interactive tools to enhance user experience
Solution - Usability
![Page 8: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/8.jpg)
Case Study Carrier North America Home Comfort
• Site accessible by all browsers• Search engines love error-free code
Solution – Web Standards & CSS
<h1><h1>
<p><p><h2><h2>
![Page 9: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/9.jpg)
Case Study
• Decreased HTML lines by 300%• Made content more accessible to search engines
Solution – Web Standards & CSS
2005 Product Page 2006 Product Page
Total Size 260 kB 204 kB
Lines of HTML 760 250
1st Line with Content
484 91
Carrier North America Home Comfort
![Page 10: An Industry Case Study SES – Chicago: 2006 Web 2.0.](https://reader036.fdocuments.net/reader036/viewer/2022081514/5697bf9f1a28abf838c94b6d/html5/thumbnails/10.jpg)
Case Study Carrier North America Home Comfort
• 97% increase in top 10 organic placement• Traffic from search jumped 53%• Organic performance accounted for 73% of all search referrals• Targeted conversions increased by 59%
Results - Following Redesign