Anvil Media, Inc. Internet marketing consulting : search engines, advertising, direct response and public relations

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Case Study: Marqui

Overview
Marqui is a leading provider of search engine optimization (SEO) friendly content management systems (CMS). After re-branding, the company needed to re-launch on a limited budget. A key differentiator of Marqui’s CMS platform is the compatibility with search engine algorithms, so Marqui commissioned Anvil to create an SEO white paper for CMS platforms as a lead generation tool.

Objective
Optimize current Web site for improved search engine visibility and implement a pay-per-click (PPC) campaign to promote the free white paper download.

Challenge
In addition to the usua l challenges of limited budgets and resources, Marqui’s paid blog strategy created some obstacles in organic search visibility. The high profile bloggers regular mentions saturated the top positions related to the company name, pushing marqui.com in the results.

Strategy
Because Marqui’s site is built on its own CMS product, Anvil focused on optimizing the content development process, rather than the code. This ensured all future content would be highly optimized. In addition, Anvi l created a multi-pronged PPC campaign to help generate SEO white paper leads.

Results
Since the new Web site launched in mid-November, 2004, Anvil was able to generate significant results across the board. The number of pages indexed between December and February increased 210%, along with the number of white paper downloads. Anvil was also able to decrease the average cost per click (CPC) by 41% from January to February. Marqui continues to see steady growth in unique visitors, white paper downloads, inquiries and sales, thanks to a comprehensive search engine marketing strategy.
URLs
SEO-friendly CMS