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SEO Case Study: Sports Collectibles Merchandise E-Commerce
Web Site
Search Engine Optimization: Sports Collectibles
Merchandise E-Commerce, Licensed NCAA Football
The sports collectibles e-commerce website described in the
case study below has been online for over a year and continues to
increase its traffic levels as each new college sports season begins or
culminates in playoffs and bowl games.
Case Study: E-Commerce Web Site and Search Engine Optimization / SEO
Client: New company selling a unique officially licensed
product containing major NCAA football and basketball team logos.
Optimization Goal: To obtain as high rankings as possible in a
very competitive online industry for a brand new e-commerce site initially selling
only a single product. The unique merchandise featured exclusively when the site
first went online in the summer of 2005 was a framed hanging mirror bearing a
high-resolution photograph of one of 37 well-known NCAA Division I university's football
stadium or basketball arena.
Strategy: To differentiate the site from the thousands of web
sites selling sports merchandise and collectibles, additional content
about the teams was included on the pages. The site became a source of
updated information about the athletic programs, as well as a
storefront.
To sell the product online without interfering with obtaining high
search engine rankings, an off-site shopping cart was used, which
allowed use of preferred static HTML pages rather than
database-generated dynamic pages.
Results: The new site went online in September 2004. Traffic to the site began
trickling in during the first few weeks and slowly increased over the first two
months.
After having been online for three months and generating a little
search engine activity, traffic increased as expected during the college
football bowl season. Hundreds of visitors arrived on the site
during bowl season.
As a means of stimulating the search engines to re-rank the site, new
content was added when the sports season changed from football to
basketball. As always, the fresh content was well-received by the
engines and the site's rankings and traffic dramatically improved by
time the NCAA basketball madness of March began.
The tournament caused increased search engine activity for the
college teams involved, and thousands of visitors passed through the
site during the tournament and the following week.
Results Update: New products were added to the site during the summer
of 2005 and the site content was updated to reflect the upcoming college
football season. These two factors have contributed to an rapid rise in traffic
to the site. The site was receiving hundreds of unique visitors per months until
June, when visitor volume increased to thousands per month, and by November 2005
the site was averaging nearly 2000 visitors per week heading into another bowl
season.
Example Keyword Phrases: texas longhorm merchandise, duke
basketball merchandise, bearcats basketball, tar heel merchandise, ky
wildcats merchandise, university of nebraska football, mn gophers, miami
hurricanes, texas longhorn football, buckeye basketball, and hundreds of others.
The search engine optimization case study above is just one of the many success stories we can share with you. For obvious reasons, we prefer to not make the details of
all of our clients' highly-effective strategies readily available to their direct competitors.
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