Twin Sisters Case Study

A Three-Phase Approach: Research, Development, SEO

Client: Twin Sisters, Akron Ohio

Services: Web Design & Search Engine Optimization

Product: A children's educational music producer and supplier

URL: www.twinsisters.com

Report Date: June 2005

Twin Sisters Productions, a company that produces educational products and music based in Akron, Ohio, approached us to have their site re-designed and optimized for the search engines. Twin Sisters decided to do a natural optimization, which included re-writing the copy on the homepage, product, and landing pages to include targeted keyphrases, as well as a linking campaign and monthly analysis to determine weak spots and trends.

Strategy

Phase One consisted of performing online market research. The information gained from this research was used to develop the Web site so that it met the expectations of its users, surpassed the offerings of the competition, and performed well in the search engines. The initial redesigning of the Web site took place in Phase Two. During this phase, the user side of the Web site was developed. This was the largest part of the project. And finally, in Phase Three, we developed a dealer section and implemented new ideas added throughout the course of the project.

Tactics

We drafted a Market Research report which defined a plan of action. This plan consisted of an organic (or natural) optimization, a link building campaign and analytics to help determine user traffic and future changes.

The Results

As shown by the chart below, Twin Sister’s Search Engine Referrals increased greatly right away, and continue to climb. The process of analyzing a site and optimizing it according to its own needs leads to more rankings, more conversions, and ultimately, for Twin Sisters, more sales. There was an enormous leap in unique visitors immediately after the optimization. User sessions (the number of times the site was visited by new as well as repeat users), doubled and the growth is ongoing. Search engine referrals (the number of times a user was referred to the site by a search engine that is being tracked) increased by five times.

Jen Doerschuk, TKG Web Marketing Manager, said, “Twin Sisters’ wen from around $3,000 in monthly sales to to an average of around $5,500 per month, an 83% increase. They also went from about 7,000 uniques a month to more than 12,000, a 71% increase. Their search engine referrals also went from about 5,000 to 11,000, a 120% increase.”

By January of 2005, over 2,700 search terms were used to find Twinsisters.com, an indication that it was ranking very well for many keywords and phrases. The site saw a lot of success with conversions in a very short period of time.