Grow revenues from organic search with new SEO 'coach'

The momentum that we're regaining in the search engine optimization (SEO) department is due to E-business Coach's Howard Gray. Hired in April in the E-business Coach Advisor position, Howard's jumped into helping clients renew their search marketing program, focusing on organic or natural search as a source of web sales.

"Where did you find this guy?" asked Murray Kenneth, the managing director and marketing manager of award-winning UK catalog Urchin. "This has been really, really useful." Kenneth's comments came after a series of discussions and recommended changes to the product catalog organisation. The recommendations, baseline reports, and specific coaching will improve the visibility of Urchin's product and category pages in the top 3 UK search engines -- for the keywords that matter. Howard is following through with Kenneth's marketing assistant and merchandiser so that Urchin's staff becomes more aware and self-sufficient in releasing new seasonal products. The intent is to maximize the shoppers who discover Urchin through google.co.uk's organic search results pages.

The SEO opportunities for our clients go beyond catalogs, as we embrace a "content is king" approach to attracting shoppers from organic search. Howard's copywriting skills are jump starting client efforts to develop educational, informative, keyword-rich stories and articles. Often, existing content can be edited to maximize it's SEO effectiveness. Then clients see the before / after examples as learning opportunities for their own staff to continue the effort on their own -- checking back in with the 'coach' for feedback and new ideas.

"This is just the kind of dialing in that our site needed," said Jim Markel, co-owner of Red Oxx Manufacturing. "Howard gets our brand, and knows how to sell on-line."