Case Study: LinkSV
Search Engine Optimization
www.linksv.com
LinkSV is a business networking website that contains information on 8400 IPO companies, startups, acquired or liquidated companies, and VC firms, mostly in the Silicon Valley area. Core information includes contact information of key management, outside board members, VCs, customers, strategic partners, and other information typically found in corporate press releases.
The Challenge
The site's database contained very rich and unique information, but traffic to the site originating from organic searches was much lower than desired. LinkSV needed to increase traffic and turned to InterNexo for help. We proposed search engine and other optimization methods to achieve better organic search engine positioning and lay the groundwork for future interactive marketing activities.
InterNexo's Solution
For the first part of a multi-phase project, we employed our multi-disciplinary approach and understanding of web site structure vis-à-vis search engine interaction to create a plan for increasing traffic from organic searches as well as repeat and per-visit traffic. Additionally, we suggested new services and future ways to market the site. We applied the following:
User Behavior and Search Engine Keyword Use Research
Clarified the site's taxonomic structure (in order to improve site structure, page naming conventions and site navigation).
Researched the corporate brand and brand variations (e.g., how users were referring to "linksv" in organic searches).
Analyzed traffic patterns, with emphasis on organic search referrals and keyword conversions, in order to understand the search terms and needs of users.
Site Optimization
Conducted "site review", which included a critique and detailed recommendations on the html/css structure, SEF URLs, robot/spider friendliness (meta tags, Sitemaps), data feed optimization (e.g., Google Base) and user-centered design.
Recommended analytics-specific optimizations: broader use of analytics-related code throughout the site, URL encoding for better analytics, redirects, external link logging.
Goal Measurements
Performed conversion analysis.
Proposed how to measure and monetize "bounce traffic" via external links.
Innovation
Suggested new services that the site could provide based on user behavior, search language, and existing data in the database (better mining?). Indicated what data should be provided, and in what way, and what the URLs should look like (SEF).
Proposed new ways to market and expand the website's presence in new markets via bi directional data feed integration and "mashups".
The Impact
In just six weeks, and with only partial implementation of our recommendations, overall traffic increased 50%; traffic from organic search increased 75%; and conversion rates to first-time sign-ups increased 168%.
In the next phase of this project, once our recommendations are fully implemented, we will focus on increasing specific conversion goals within the site, as well as continuing to improve overall traffic.
