Case study: McGan Technology
McGan Technology recognized that their existing web site, which was designed 6 years ago by an outside web designer and based on the technology and web search engines, at that time, needed to be updated to include the latest in search engine recognition with the best possible web design to capture more of their target market as well as new market areas that they wanted to address. McGan requested a free 'web site health check-up' from WEB Design RI and the results revealed:
- Missing sitemap.xml file.
- Missing sitemap.htm/html page.
- Use of generic URL's - the products section had the address www.mcgan.com/products.htm - common to many web sites - this did not differentiate itself, from any other web sites with a /products.htm page, for search engine visibility.
- Title tags were not specific to the business and were cut and paste across many pages - this is a very common problem as few web site owners check for this.
- Description meta tags were not uniquely crafted on each page there by not identifying each page as having unique content to the search engine spiders.
- Not all pages were indexed by Google
- Keyword meta tags were just a keyword dump and then copied across all pages with little connectivity to the content of each page, Key words should be relevant to the content at meta information on each page.
- The web site was not intuitive and the user interface was cumbersome. Again, this is quite common and, typically, occurs when new information is added and exceeds the web sites navigation abilities.
- The company had positioned itself to serve several markets yet 100% of their business focused on two sub-segments of the medical market.
- There was little in the way of compelling content. Search engines look for good, quality content, which contains keywords and phrases.
- There was no connectivity between the URL's, title tag, description tag, keyword meta tags and compelling content.
The following key actions were implemented in the new site design both to improve the SEO performance and the overall web image that McGan wanted to project to its customers:
- McGan recognized that even though they are leaders in their field they still needed to further enhance their first impression with potential customers and asked WEB Design RI to develop a tag line that would be succinct which became " ...providing electrosurgical test equipment, preventing burns"
- Created a whole new image for the web site, using inexpensive stock photography, to focus on the sub-segments of the medical market where there products are utilized: the operating theaters and the central sterile departments
- Used a flash movie to position the web site clearly in its target markets
- Reorganized the content to simplify the navigation structure
- Installed a Google site search bar. There is a fee for this feature but it provides metrics with respect to what the prospective clients search for on the web site. We can then take that data and focus improvements on the areas of common search.
- One area of weakness in most business-to-business web sites is the lack of compelling content, that is both attractive to the target market and to search engine spiders. To strengthen the content on www.mcgan.com, we created a 'unique' links page, to technical white papers but instead of just using the URL we included an extract of each article which provide an abundance of relevant content.
- Embedded the corporate sales power point presentation using a freely available service to keep costs down.
- Using WEB Design RI's search engine optimization principles we have increased web traffic by 35%...but don't take our word for it read the testimonial from the President of McGan Technology
The bottom line
Using the search term 'electrosurgical test' McGan technology have, on 7/21/2009, the following major search engines rankings:
Yahoo ranking #1 on page #1 see the ranking
Google ranking #5 on page #1 see the ranking
Answers ranking #7 on page #1 see the ranking
The following table depicts the search results using the key search phrase 'electrosurgical insulation failure' and as you can see McGan Technology appears on the first page of all major search engines.
Summary
After re-engineering the site by adhering to good search engine optimization design principles, www.mcgan.com search engine rankings improved greatly as depicted in the table above.. This transformation can happen for your web site. Call George at (401) 248 6106 or email george@webdesign-ri.com
With a 35%+ increase in web traffic and high search engine rankings, we'll let the results, and our clients, speak for themselves.