Step2
Digital Media & Search Engine Optimization
Components
- Development
- Usability
- Behavioral Analysis
- Competitive Analysis
Objective
- Conduct audits for Step2.com digital media strategy and search engine optimization
- Suggest strategic improvements Step2 could make to their website
Strategy
Conduct research on historical web traffic and keywords. Review website code to suggest needed updates. Conduct conversion tracking. Research online behavior within the target market. Host usability testing for Step2.com. Conduct a competitive analysis. Continue search engine optimization indefinitely to keep increasing search performance.
Results
- 76% increase in site traffic from 2006 to 2007, 45% from 2008 to 2009.
- Increased search referral traffic for keywords targeted in the audit by 96% in 2007
- Search traffic increased 107% from 2008 to 2009
- Additions of key phrases searched by the target market, including “toddler” and “creative play”