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Case Study: How an Office Furniture Company Tripled Its Sales by Optimizing for Search

by Marla Blair  |  
October 30, 2007

Company: Panel Systems Unlimited
Contact: Scott Chapman, Director of Sales and Marketing
Location: Tucker, GA
Industry: Office Furniture (B2B)
Annual revenue: Confidential
Number of employees: Confidential

Quick Read:

Panel Systems Unlimited specializes in buying and selling used and refurbished office furniture systems. In August 2003, as the nation was in the middle of a recession, the company knew that it had to act quickly to position itself on the leading edge of the recovery. Panel Systems knew that it could use the Internet to get its name out to businesses that would be ready to buy when the economy picked up again.

After exploring options, the company partnered with Medium Blue Search Engine Marketing. Four years later, that partnership has resulted in Panel Systems Unlimited's tripling of its sales goals and increasing its exposure on the major search engines to among the highest in the industry.

The Challenge:

With an ever-changing inventory, the company's marketing team recognized that print brochures would not have as much versatility as their Web site, making Internet marketing a major priority.

"We needed a firm that could work with a site like ours—one that was constantly being updated to match our stock," said Scott Chapman, director of sales and marketing. "Our site was often the only face we had to show our customers, so it was a critical component of our marketing plan."

Chapman decided to pursue search engine optimization (SEO) as the key aspect of his Internet marketing strategy. Organic search engine optimization involves keyword research and the insertion of keyphrases into Web site copy, making changes to a site's code, and both incoming and outgoing links—all to boost that Web site's profile on the major search engines. While Google is most commonly mentioned as the search engine to target, others like Yahoo and Ask are also important.

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