SEO Project Highlights

Client 1 is a global luxury retail leader which commissioned us to search engine optimize all localized country websites involved in a global re-launch.
The project aim was to conceive and execute a SEO strategy that would help client understand its online competitive landscape and complement the online and offline activities relating to a global re-launch of the localized websites. To this end comprehensive keyword research and competitor analysis was done and the results presented in a SEO plan crafted to ensure client’s new websites were fully search optimized both content and code-wise.
The project led to a 68% increase in page one ranked keywords and implementing the SEO best practices framework and audit led to over 90% of new content being SEO optimized based on the detailed keyword research performed.
Client was “extremely pleased” with the quality of keyword research, benchmarked web metric data and SEO analysis performed, and extended the initial project to phases 2 and 3 to include new requirements on SEO best practices training, web 2.0 marketing campaign proposals and link building strategies.

Client 2 is a leading Singapore healthcare group which re-designed and re-launched all websites under the group.  MapleCommerce was engaged to search engine optimize all websites in the re-launch to appear in the top rankings for all researched brand and industry keyword searches.
We worked closely with our client to craft a winning SEO strategy, perform detailed keyword and competitor research, conducted SEO training and implemented web analytics for all websites under the group. Close attention was paid to competitive research and benchmarking, and a best practice framework was established and extensive training conducted to ensure client’s staff were well equipped with the techniques to ensure top rankings for all targeted keyphrases.
Project results from the first month-end reporting show that the websites are ranked on page one of the search engine result pages (SERPs) for over key 400 brand and medical industry terms, and are poised to make even greater gains as new and existing content is optimized under the new SEO framework.

How To Innovate For Free

How To Innovate For Free (Or Close-To-Zero Budget)

This is an excerpt of an article by Ivan Wong that was published by Web In Travel, Asia’s leading travel distribution, marketing and technology conference.
Read the full article here.
I started our WIT Ideas Lab workshop by posing the question “Is it possible to market online on a zero budget?”
One key premise was that marketers on zero budget would have to avoid paid advertising channels, and focus instead on attracting visitors through free traffic sources including the search engines, video and social media.
In this regard, some relevant quotes arising during the discussion included “content is king”, “social networks build trust and act as your personal information filter”, “content shapes the brand, especially user generated content”, “destination research is 70% of time online in travel” and “the ultimate aim is to convert lookers to bookers”.
We also considered some case studies of innovative use of social media for viral marketing, including the “Best Job In The World” campaign by Tourism Australia. Though not done for free, this campaign generated over US$150 million worth of media exposure on a US$1.2 million budget.
Some free tools were presented to assist in each step’s activities:
Market research tools: Google AdWords Keyword Tool, Kayak Trends, Google Trends.
Content creation/publishing tools: Free blogging software like WordPress, Animoto for producing viral sales videos.
Traffic generation sources:
For a typical travel business doing online marketing, there are a myriad of marketing channels to choose from. Citing the results of a recent HeBS survey in which hoteliers were asked to select their top three Web2.0 initiatives, I suggested that marketers start generating targeted online traffic by optimising for Google, using TripAdvisor, creating profiles on social networks and blogging on the hotel website.
Measure conversions: Use Google analytics to measure conversions and marketing success.
Read more at the WebInTravel Newsroom.

Google Buys Mobile Ad Firm In $750 Million Deal

Google announced Monday it is buying smartphone ad specialty firm AdMob in a 750-million-dollar stock deal.
The acquisition will help the Internet search company to speed up efforts to develop more effective tools for creating and placing mobile ads on smart phones and other devices.
“Mobile advertising has enormous potential as a marketing medium and while this industry is still in the early stages of development, AdMob has already made exceptional progress in a very short time,” said Google vice president of product management Susan Wojcicki.
Google also recently reported some mobile ad stats:
iPhone and Android users browse the Internet more often than anyone else [Morgan Stanley], contributing to Google’s 5x mobile search growth over the past two years
And a quarter of these same iPhone and Android users spend nearly 90 minutes per day using applications on their devices [AdMob]
As noted in the stats, Google is doing well in mobile search (though there’s still plenty of competition).
According to the official info site put up by Google to coincide with their acquisition of AdMob, the deal
– will bring new innovation and competition to mobile advertising, and
– will lead to more effective tools for creating, serving, and analyzing emerging mobile ads formats.
will benefit developers, publishers, and advertisers by improving the performance of mobile advertising, and will provide users with more free or low-cost mobile apps.
– will make the mobile ad space remain highly competitive, with more than a dozen mobile ad networks. The deal is similar to mobile advertising acquisitions that AOL, Microsoft, and Yahoo have made in the past two years.