Website Strategies and Website Marketing in NY and the World

Posted by Salem Global on Apr 3, 2006

Today I would like to focus on a few of my clients and their specific strategies for online marketing success. The way I will lay out these case studies will be by: a) industry, b) objective, c) results.

Broad Realty, NY Real Estate Sales
Gary Rome Hyundai’s Hyundai Accessory Store, Automotive Parts and Accessories
Four Star General Cleaning, NY Office Cleaning and NY Cleaning Services.

As I had mentioned in my last article, every company needs a brand and a corporate domain name. The above domain names are and remain: www.BroadRealty.com, www.HyundaiAccessoryStore.com and www.4StarCleaning.com. These domain names suit the company very well as they promote the name of the company. What two out of three of them do not do is show off the industry or the product. As in the case of Broad Realty, we met them downtown in their downtown NYC real estate office. But as Jeremy Eisenberg told me in our initial interview, they really serviced the whole city. So two different ideas came out of our first meeting. First, we needed another domain name that told it like it is. No creativity. Just plain simple text and English keywords that tells the audience who they are and what they do. After an extensive search in a very crowded field of competitors, we finally came up with RealEstateAgentNY.com and RealEstateAgentManhattan.com. Both of these names do the company justice by telling people exactly what they do in the real estate sales space and exactly where: New York City.

We had a similar experience with Four Star General cleaning and were able to secure, www.OfficeCleaningNY.com and www.CleaningServiceNY.com. We have been working with Four Star General Office Cleaning in NYC for a few years now but recently we have seen an incredible increase in lead generation particularly for this website marketing campaign. We attribute the success of people picking up the phone and calling them for quote requests to our Google Pay Per Click campaign since we use the keywords in our URLs. There is nothing like conducting a search for a specific keyword and then getting the result of a business with that domain name. It is as if they are looking for a needle in a haystack and they find you.

Gary Rome Hyundai was ahead of the game when we pulled into town. Their Hyundai Accessory Store was just launching and they had a great name but froom an ecommerce perspective, their site needed a lot of help. First thing we did was optimized their site with relevant page titles and their toll free 800# at top. You want people to know that you have the best customer service in the world. So of course you make your phone number accessible to them. Not that you want them to call but just in case they want to, its handy. On an equal footing though, you would rather people just come to your site, and start buying with no human interaction. 24 hours a day, 7 days a week, 365 days a year. Problem is when people come to yoru site and they have to click into the site or scroll down in order to start buying. You always want to have a least 1, 2, 3 or 4 products above the fold so that when they see what you have, they either buy or are enticed to check out what else you have. This is similar to when someone walks into your retail store, you don’t have a counter that prevents them from browsing. On the contrary. You want them to walk into a product. Wanna buy this? How about this? How about that? and thats what we did at the Hyundai Store. We made products more accessible. After driving traffic for about 9 months now, they are rocking and rolling. Granted, we made them work really hard and implemented some pretty nifty website marketing strategies such as listings in froogle and eBay, but we also taught thema about the importance of collecting email addresses, sending out regular emails to an interested audience as well as tie ins to their radio, TV and outdoor billboard campaigns. Oh and don’t worry. We also got some cool domain names for them also.

In conclusion, for the service companies that we represent, we drive traffic to websites for lead generation. No one is purchasing an apartment in New York without looking at it, or hiring a cleaning company without getting a quote and calling references. But we are getting people who are doing searches in Google and the other engines to contact them in droves. As for our ecommerce product partners, the objective is to sell product. We have had tremendous success driving traffic but also converting those visitors into buyers. Don’t be shy. Show everyone what you are selling. Present it in a clear and friendly forum and make sure to tell them that you are number one in customer service. Because everyone needs to be a people and relationship driven business. If you aren’t, you won’t be around to collect all of that potential revenue and profit that every media research report is telling the public about internet sales.

Latest Alexa Ratings, Google Page Rank and site listings for April 3, 2006:
WebsiteStrategyMarketing.com was 1,753,282 now: 599,451. PR = 2
SalemGlobal.com – was 202,655 now: 199,248. PR = 6-7
RaphiSalem.com – was 1,119,966 now: 450,738. PR = 0
HyundaiAccessoryStore.com – was 218,469 now: 173,408. PR = 2
4StarCleaning.com – was 1,092,168 now: 1,080,656. PR = 2
NYBNI.com – was 817,734 now: 572,038. PR = 0
SawYouAtSinai.com dating and matchmaking – was 56,112, now: 48,000. PR = 5
Eshop Enterprises Online Niche Market Solutions – was 661,171, now: 589,498. PR = 6
PassoverPlate.com – was 5,063,144, now: 4,202,790. PR = 2
New clients:
BroadRealty.com is currently 1,384,607. PR = 0
STLJewishLight is currently 1,625,982. PR = 0
EmpirePropertyGroup.com is currently 1,335,521. PR = 0
BrainLink.com is currently 1,039,053. PR = 7

And here is something I haven’t done in a while:
Google, MSN and Yahoo Rankings for me and some clients:
Google Search results
#1 for “NY Website Marketing”
#1 for “website marketing ny”
#4 for “search engine marketing ny”
#3 for “new york ecommerce”
#6 for “website marketing nyc”
#1 for “ny ecommerce”
#5 for “ecommerce nyc”
#5 for “nyc ecommerce”
#4 for “ny search engine marketing”
#7 for “NYC Website Marketing”
#3 for “ecommerce ny”
#5 for “ny search engine marketing”
#6 for “internet marketing ny”
#10 for “search engine marketing nyc”
#5 for “NY search engine optimization”
#10 for “ny website design”