Case Studies
Blended SEM Test Case Study #1
FranchiseLearningNetwork.Com
Prepared 2/3/2009
The purpose of this test was to use video to gain a high SERP (Search Engine Ranking Position) for a competitive keyword phrase for the franchise lead generation industry. Once the ranking was achieved the goal would be to convert a visitor into a qualified lead.
The test was begun Wednesday January 31st, 2009.
The execution of this test required the development and creation of a video series (5 videos total), the development and creation of a video landing page, creation of an RSS feed and the use of proprietary software to distribute the pilot video to 29 video sites and 15 podcast sites for search engine indexing.
To properly target the video to the search engines required extensive keyword testing and thorough meta data research and description writing. Keyword research and meta data was also researched and formulated for the next 3 releases of the same video to the search engines for additional indexing and rankings. The project took approximately 100 man-hours to complete.
The Results:
Once the pilot video was submitted to the 29 video and 15 podcasting sites, the indexing results were almost immediate. A first page Google ranking was achieved for the keyword phrase “franchise advice” in a little over 3 hours. During the first 5 hours four other sites were indexed and listed by Google including a video thumbnail in the top 100 search results. These are incredible results for such a high volume keyword. “Franchise advice” brings back over 2.3 million results in Google.
The final test for this project was to take a person searching for our keyword phrase, get them to click our listing and then give us their information to access the entire video series. This was accomplished within the first 12 hours of being indexed by the search engines and continues to happen daily.
This test proved the viability of using video and video landing pages to generate leads for a franchisor. The results of this tested will be compounded over time as the video is continually submitted to the search engines using different meta data. To amplify the short-term results and thus generating more leads, this system should be combined with an aggressive PPC campaign.