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Web Site Marketing Case Study
Let's look at the Florida Golf Course website. This domain is roughly 7 years old and has been online since it's inception in 2003. The site has been redesigned twice since it's launch and the current design is approximately 2 years old.
The owner of this site had high expectations for this website. They wanted top position on Google, MSN & Yahoo for their top search phrase "Florida Golf Courses" which returns 2.5 million results on Google.
If you follow this link "Florida Golf Courses" you will see the actual results page from Google which shows the site currently sitting in the #1 position.
The site owner's eventual goal was to sit in the top 5 for their number one search term, Florida Golf Courses. An aggressive marketing strategy to include blogs, press releases, inbound links, and deep linking was developed and approved by the client.
Florida Golf Course Marketing Strategy
Blog Links - Several high ranking blogs were located and content specific posts to the blog were made. All posts included a text based link pointing back to the FL Golf website with content specific anchor text. An initial goal of 25 posts were created.
Press Releases - After locating 10 websites which accepted this type of marketing, a series of content specific press releases were written and submitted. These releases all included several link backs to various sections of the website and all pertinint contact information like web addresses, emails, and phone numbers.
Inbound Links - A series of link campaigns were run on behalf of the client. We were looking for one-way inbound links. These links require no reciprocation from the client and far outweigh the value of the two-way link exchange. The initial goal for this phase was 25 links from Google ranked and indexed pages only.
Deep Linking - As part of the link building campaigns we provided our client with 10 inbound links pointing to their course search section's main page. This allowed more traffic to flow directly to the main area of the site instead of landing on the home page as with the traditional link.
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