System Innovators SEO Case Study
URL: www.systeminnovators.com
Product: Cashiering Solutions
Campaign: Search Engine Optimization
Time Frame: September 2007-Current
Background:
Since 1980, System Innovators has provided online cashiering and collections solutions to local government agencies and utility clients.
An industry leader in the U.S., Canada, and Ireland, they offer cutting-edge electronic payment solutions, training and technical support. They are probably best known for their product, iNovah, the first government-centric .NET portal to be certified by Visa.
Challenges:
System Innovators faced several challenges on the search engine marketing and usability fronts which would hinder their overall Web success if left unchecked. Most glaringly, the site was created in Flash and therefore wasn't being ranked in the search engines.
Other major concerns included:
• Un-optimized meta data
• Lack of optimized site copy and links
• Low link popularity (incoming links from other sites)
• Lack of indexing and rankings in the Top 3 search engines (Google, MSN, Yahoo!)
• Lack of a consistent marketing message and conversion points
• Flash-based pages instead of HTML-based pages
Results:
To improve these things, we recommended and implemented a Search Engine Optimization campaign, including on-page optimization of page content, meta-data, and title data, keyword research, link building, and copy recommendations. We also added a Press Releases section on the new site, which would allow them to post and archive press releases, providing excellent content for both the their users and the search engines.
As part of the SEO campaign, we were also able to replace the Flash-based pages with HTML pages, allowing the search engines to index the site. In just 18 months, our SEO efforts have resulted in some significant increases for the System Innovators site.
Check out these stats:
• 50% increase in traffic during length of the SEO campaign
• 225% increase in online conversions within the first year (2007 vs. 2008)
• 140% increase in search engine traffic during length of the SEO campaign
• Cost per conversion went from $300 at the start of the campaign to $120 in Feb. 2009
• Time on site increased from two minutes to 11 minutes
System Innovators is also enjoying some rankings on the first page of Google for the following targeted phrases:
• cashiering software - # 1 position
• government cashiering - # 5 position
• online cashiering - # 3 & 4 positions
• online cashiering systems - # 1 & 2 positions
• pos cashiering system - # 5 position