Clients

Slendertone

Background

Bio Medical Research (BMR) is a medical technology company best known for it Slendertone range of muscle-toning products.

In 2004, the company was keen to increase online sales through its Slendertone website. BMR had recently benefited from a Google Adwords campaign but was aware that its website was not performing well in organic search results.

Challenge

BMR asked us to consult with its IT and marketing staff, to improve its performance in organic search engine results. It asked us to work directly on the site and make changes as required.

Solution

We analysed the Slendertone site and discovered several technical issues that were hampering search engine spiders from accessing pages beyond the home page. These included the use of multiple domain names, geo-targetted splash pages and visitor session IDs.

We recommended solutions for each of these issues. We also conducted keyword research to identify a repertoire of target phrases.

In addition, we:

Redesigned the site’s navigation to enhance usability and to target individual product pages in search engines
Created new content pages and inserting them into the site as landing pages, designed to target specific keywords

Results

Within a few weeks of implementing our initial recommendations regarding technical issues, search engine spiders were able to access the Slendertone site. After we completed our work, the percentage of traffic coming from search engines jumped from 2% to 30%.

The Slendertone website soon showed up highly in Google for many of the phrases we targetted, including its individual product names. Online sales significantly increased.

Note: This case study relates to work we carried out in 2004. The Slendertone website has since been redesigned.