Clarity Packaging Systems are the UK's premier distributor of litho laminating machines and a major supplier of shrink wrapping equipment and consumables.

The company had taken the decision to cut back on tradeshow advertising and were looking for alternative ways to generate leads and sales of their product range. The bottom line was - is this going to help us sell more machinery.

PROPOSAL:

Our initial keyword research revealed a problem. Almost without exception, the keywords devised with Clarity had a low search volume. This meant we had to either devise a new, far more general keyword list that would result in traffic not necessarily looking for their products.

Alternatively, we could ensure that every keyphrase from the initial list of 100 was in the top five (better yet, the top three) of all major search engines. This would ensure that wherever a potential customer searched, Clarity would be among the first sites found.

In the event, we combined both approaches, targeting the general term 'packaging machinery' on the homepage, but concentrating on the second alternative. This meant expanding the Clarity website so that every product had it's own page and every possible keyphrase including plurals and alternative spellings was properly targeted.

APPROACH:

We supported this approach with a small amount of PPC listings that also targeted the applications these machines are used for, and instituted a large scale paid inclusion program, backed with a few strategic links in sites that we felt certain would also bring traffic of their own.

Any general directory or resource site appearing in the top two pages of the search engines, we approached for a link.

RESULTS:

Within 48 hours of submitting to Inktomi, Clarity was getting new leads for their machinery. Indeed, the website is now by far the largest source of leads for the company and has generated over £150,000 worth of new business. How's that for return on investment ?

Oh, and we got top five positions on all major search engines for 95 out of 100 keywords.