Client Case Study: CMS Global Technologies
CMS Global Technologies is a leader in workforce mobility and tracking solutions, pioneering the use of 'push' technology over GPRS, Edge, 3G and TETRA. They provide individual components or fully managed services to optimise business processes. One area in which they specialise is the supply of low cost, flexible GPS Fleet Management and Mobile Worker Systems and their website for this is www.cmsglobetech.com.
CMS Global Technologies wanted the ability to outsource the majority of their online marketing work to one company so that they had a holistic approach to their strategy. Conscious of the need to promote their industry leading GPRS technology to attract larger corporate customers they needed to cover both the natural and sponsored listings in their online marketing strategy. They decided that their initial starting point should be the implementation of a natural listings SEO campaign as they recognised the importance of gradually building their natural online presence over a long period of time. Once this was underway they then wanted to transfer the management of their Pay per Click Campaign to the same company.
In line with the strategy outlined by CMS Global Technologies, an Applied SEO solution commenced in September 2006 with the emphasis on specific chosen keywords that best described the business activities of www.cmsglobetech.com. A comprehensive service was implemented which incorporated a variety of on-page and off-page factors such as the website navigation, content amendments, image alt tag descriptions, submission of press releases and articles, the creation of one-way links to name but a few. The solution delivered was directly relevant to the requirements of CMS Global technologies as a company and the current nature of their website.
The Pay per Click Managed Solution was implemented towards the end of December 2006 with the majority of the work focussing on improving the current campaign in place. Through undertaking analysis on all aspects of their Google account, Search Logic plc were able to alter the campaigns, adverts, Keywords, Bid prices and landing pages to deliver a cost-effective and concise campaign for www.cmsglobetech.com.
Search Engine Optimisation: The Applied SEO solution has clearly delivered increased natural rankings across the three major search engines since September 2006. All ranking increases are highlighted in pink font and all rankings on page one of the search results are highlighted with a yellow background (full keywords are not detailed for client confidentiality reasons):
 |
Jul-07 |
Sep-06 |
| Keyword 1 |
10 |
Not in 300 |
| Keyword 2 |
27 |
Not in 300 |
| Keyword 3 |
2 |
Not in 300 |
| Keyword 4 |
14 |
Not in 300 |
| Keyword 5 |
4 |
Not in 300 |
| Keyword 6 |
16 |
Not in 300 |
| Keyword 7 |
7 |
Not in 300 |
| Keyword 8 |
3 |
Not in 300 |
| Keyword 9 |
1 |
Not in 300 |
| Keyword 10 |
8 |
Not in 300 |
| Keyword 11 |
3 |
Not in 300 |
| Keyword 12 |
33 |
Not in 300 |
| Keyword 13 |
10 |
Not in 300 |
| Keyword 14 |
6 |
Not in 300 |
| Keyword 15 |
1 |
Not in 300 |
| Keyword 16 |
1 |
Not in 300 |
|
|
 |
Jul-07 |
Sep-06 |
| Keyword 1 |
14 |
Not in 300 |
| Keyword 2 |
143 |
Not in 300 |
| Keyword 3 |
58 |
Not in 300 |
| Keyword 4 |
15 |
Not in 300 |
| Keyword 5 |
4 |
Not in 300 |
| Keyword 6 |
14 |
Not in 300 |
| Keyword 7 |
9 |
Not in 300 |
| Keyword 8 |
2 |
Not in 300 |
| Keyword 9 |
1 |
Not in 300 |
| Keyword 10 |
1 |
Not in 300 |
| Keyword 11 |
13 |
Not in 300 |
| Keyword 12 |
83 |
Not in 300 |
| Keyword 13 |
22 |
Not in 300 |
| Keyword 14 |
2 |
Not in 300 |
| Keyword 15 |
7 |
Not in 300 |
| Keyword 16 |
1 |
Not in 300 |
|
|
 |
Jul-07 |
Sep-06 |
| Keyword 1 |
33 |
Not in 300 |
| Keyword 2 |
58 |
Not in 300 |
| Keyword 3 |
14 |
Not in 300 |
| Keyword 4 |
9 |
Not in 300 |
| Keyword 5 |
2 |
Not in 300 |
| Keyword 6 |
225 |
Not in 300 |
| Keyword 7 |
7 |
Not in 300 |
| Keyword 8 |
9 |
296 |
| Keyword 9 |
2 |
156 |
| Keyword 10 |
8 |
157 |
| Keyword 11 |
1 |
212 |
| Keyword 12 |
2 |
Not in 300 |
| Keyword 13 |
47 |
Not in 300 |
| Keyword 14 |
13 |
Not in 300 |
| Keyword 15 |
1 |
Not in 300 |
| Keyword 16 |
1 |
Not in 300 |
|
|
The increase in impressions, clicks and click through rate and the decrease in the average cost per click clearly illustrate the improvements within the Google Adwords campaign under the management of Search Logic plc in the past five months:
|
|
Jul-07 |
Jan-07 |
| Impressions |
Clicks |
CTR |
Avg Position |
Impressions |
Clicks |
CTR |
Avg Position |
| AdGroup 1 |
8763 |
407 |
4.64% |
4.2 |
11636 |
163 |
1.40% |
3.7 |
| AdGroup 2 |
2019 |
11 |
0.54% |
6.1 |
1733 |
12 |
0.69% |
7.1 |
| AdGroup 3 |
96406 |
1058 |
1.10% |
3.7 |
30848 |
673 |
2.18% |
3.9 |
| AdGroup 4 |
3450 |
31 |
0.90% |
5.5 |
1556 |
24 |
1.54% |
4.3 |
| AdGroup 5 |
2659 |
4 |
0.15% |
5.2 |
1846 |
13 |
0.70% |
3.6 |
| Total |
113297 |
1511 |
1.33% |
3.8 |
47619 |
885 |
1.30% |
4.52 |
|
|
“Visibility on the Internet is a vital element of our business success and to ensure that we have maximum visibility at all times required the knowledge and skill-set of an industry leading Online Marketing Company. CMS Global Technologies chose Search Logic for their holistic approach. Not only could they effectively deliver complex SEO work but they could manage our current PPC campaign and complete any design change requests that we made or were highlighted through discussions with our account manager. Having such a personal and bespoke service has enabled CMS Global Technologies to develop our online presence in a hassle free and cost-effective manner.”
Jason Airey
Director
CMS Global Technologies |
|
