The Results: Online Marketing Case Studies

Turnasure: Constructing Significant Results

Client:
TurnaSure LLC

Challenge:
Turnasure LLC, manufacturers of a very specialized type of industrial fastener, found themselves facing a common visibility problem. Although the company was the original inventor of the "direct tension indicator", the company's web site was not present in the top 50 search engine results for a wide range of the most relevant and important search terms. To make matters worse, an upstart competitor with an inferior product had managed to obtain top 10 positions for many of these terms. With TurnaSure's target audience continuing to migrate to the Internet for product information and research, the company realized that this lack of visibility was putting them at a competitive disadvantage.

Strategy:
To solve their visibility problem, TurnaSure engaged Singularity Design to provide Search Engine Optimization (SEO) services. Singularity first analyzed the existing website to identify structural problems and content considerations that were having an effect on the site's positioning. Once the specific problems were identified, we:

• Reconstructed the site to improve its underlying HTML and CSS structure.
• Revised existing site content to increase its topical and keyword focus.
• Developed new site content to target terms and phrases that were not being targeted by existing content.
• Worked with TurnaSure to fix several inbound links and obtain additional inbound links from related industry websites.

Outcome:
With Singularity's site modifications in place, TurnaSure experienced an immediate jump in search engine position. Over subsequent months, the site's position in these searches continued to improve. TurnaSure now enjoys top 10 (and in many cases top 5) results positions in many of the same highly relevant searches from which they were originally absent. When TurnaSure first approached Singularity Design, their website generated only the occasional customer inquiry or lead, but it presently results in at least one inquiry almost every day and the company reports that the quality of these incoming leads is very high. GES

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