Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Case Study: How a Single Modification to a Web Site's Functionality Significantly Upped Natural Search Traffic, Sales

by Kimberly Smith  |  
May 5, 2009
  |  874 views

Company: Diapers.com
Contact: Josh Himwich, Director of E-commerce Operations & User Experience
Location: Montclair, NJ
Industry: Online Retail
Annual revenue: $89,000,000
Number of employees: 1400

Quick Read

Customer reviews are powerful online content. They are held in high regard among consumers who are looking to minimize the guesswork and risk of trying a new product. And because they are both vendor-neutral and come from people in circumstances similar to, they instill a higher level of confidence. That, in turn, leads to increased conversion and sales.

But consumers aren't the only ones who are partial to reviews; search engines, too, tend to award higher natural rank to sites that regularly add fresh, keyword-rich content to their pages.

The challenge for many sites, however, lies in how their product pages are indexed by the search engines. Reviews typically don't actually reside on those pages but are instead shown to viewers via JavaScript, serving them up onto product pages from where the reviews usually reside, in databases of application service providers. Consequently, search engine crawlers don't "see" the keyword-rich reviews on those pages; they see only the snippet of code that calls up the reviews from the database.


Diapers.com found a way around this issue by using the In-Line SEO solution from PowerReviews, which doesn't use JavaScript. The result was an SEO trifecta: higher product-page rankings, increased natural search traffic, and a nice boost in search-related sales.

Challenge

Diapers.com is the largest online retailer of baby-care products, with a much broader selection than its name implies. The business has steadily grown and earned the trust of consumers through its offering of low-price guarantees; fast, free shipping; and a plethora of customer-generated product reviews that provide a great service to new parents seeking advice on how to best care for their new bundles of joy.


Sign up for free to read the full article.Read the Full Article

Membership is required to access the full version of this marketing case study ... don't worry though, it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ...
IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

Rate this  

Overall rating

  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
  • This has a 3 star rating
3 rating(s)

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!