Synchrony, a manufacturer of magnetic frictionless bearings and other rotating machinery solutions, felt that their web site was underperforming in terms of site visits and organic traffic. Throughout early 2009, about 42% of Synchrony’s traffic was due to organic search, and only 9% of site visitors reached the site by using a non-branded term such as “magnetic bearings.” Synchrony asked Godfrey to revamp the Synchrony site and to find an organic search solution that would boost total site visits and non-branded visits.
While revamping and expanding the Synchrony site, with launch of the new site scheduled for early September 2009, Godfrey performed a site and keyword analysis, and worked with Synchrony to finalize a list of target keywords. Those target keywords were mapped to their new site architecture. The new site was optimized for search by focusing on the important on-page factors. The goal was to attract more visitors who were using relevant, non-branded, search terms describing the technology, industries and applications associated with Synchrony.
Since the new site launched September 9, 2009, the percentage of visitors reaching the site using non-branded terms rose from an average of 9% prior to launch, to 20%. The percentage of organic traffic topped 50% by November. Since the new site launched there has been a 130% increase in average monthly visitors coming from organic search. The launch of a pay-per-click campaign in January 2010 brought further increases in traffic (175% increase in average monthly visitors for the first quarter of 2010).