Astral Stone: SEO Case Study

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Astral Stone: SEO Case Study

Date Added: July 29, 2009 06:00:36 AM

Author: mat isaac

Category: Media and Advertising: marketing and promotions

ASTRAL STONE Gets better marketing results Cost effective advertising is a common challenge that many small businesses face. Getting the modern consumer to enquire or make a purchase is about finding the right marketing space. Astral Stone, a Melbourne based headstone and memorial specialist discover the effectiveness of using online marketing. Utilising 3D Auto-cad designs to create first class memorials and headstones is a major differentiator for Astral Stones, and demonstrating that on the website is the best way. “On our website, you can see 3D images rotating and explain how we care about our customers and the quality of the work we produce. All we have to do is get our customers to see that. Targeting an immediate need. Using a combination of SEO and SEM, Astral Stone targets customers who have an immediate need for their services. “We were advised by MessageForce that Search Engine Marketing works best when you’re targeting customers who need your services today.” SEM (Paid per click PPC) was utilised to get a wide range of potential keywords which a customer may search. Demonstrating that you’re a market leader As most people believe being found on the first page of Google demonstrates that you are a market leader, SEO was also used to position the Astral Stone brand. They are now found when the term “Headstone” is searched on google.com.au. “Sure we enjoy the traffic boost, but it is also important to let a potential customer know that we’re the best in terms of quality and care.” “Value wise, it’s a no brainer. We’re actually getting enquires and sales from this, where in the past our paper and directory advertising had returned nearly no results.” remarks MD Stan Harris. “We get many enquires a week from the website and we’re definitely going to invest more into Online Marketing.” It is estimated that over 20% of enquires which Astral Stone receives is through the internet, as a direct result of SEO and SEM.