National Geographic Digital Media (NGDM) – a division of National Geographic Group – was confronted with the dilemma that various stakeholder groups within the organization had established their own practices for developing search engine friendly web pages. This included using their own preferred mechanism for content management, friendly URLs (FURLs), and keyword selection. With no enterprise-level governance in place, several groups had created processes that were not optimal for Search Engine Optimization (SEO) and were resulting in keyword overlap across other divisions within National Geographic.
MazdaUSA leverages natural search and paid search engine marketing to generate traffic to their website. While this traffic had successfully scaled year-over-year, Mazda was not tracking the conversion results of search engine referring traffic across their website. Therefore, there was no way to quantify if search engine marketing was successful in achieving desired sales results. Mazda needed to develop a search engine marketing platform that measured results from all of their interactive marketing efforts as they converted to inventory searches, quote requests and dealer inquiries online.
BlueCross BlueShield of Kansas City (BCBSKC)
BCBSKC discovered that their Web site was not attracting the traffic they had expected. As a result, it was affecting their ability to capture and enroll applicants for individual health and dental insurance. Frustrated by competitors’ higher rankings in search results, and lower than desired public awareness of the breadth of their offerings, BCBSKC called EyeTraffic Media.