Bir axtarış motoru strategiyası 2012 Super Bowl'u Indianapolisə gətirdi?

Depositphotos 6114248 s

Xeyr, amma bunun müəyyən dərəcədə təsir etdiyini düşünmək istərdik. Səylərimizin, heç olmasa, axtarış motoru nəticələrində uğurlu təsir göstərdiyini bilirik. Elan zamanı, 2012 Super Bowl sayt heç bir SERP-də deyildi - ancaq elana görə, axtarış motoru nəticələrində sayta sahib olan tək şəhər olduq.

Bəlkə də uca ola bilərdi, amma Pat Coyle ilə mənim qarşımıza qoyduğumuz hədəflərdən biri Yeni Super Bowl veb saytının veb saytın axtarış motorlarında üstünlük təşkil etdiyinə və vebdə görkəmli bir sayt olduğuna əmin olmaq üçün başladıldı. Oldu - indi də var.

2012 super kase serp

Bilirdik ki NFL İnternetə çox fikir vermirdi - amma hər kəsin Indini növbəti dəfə kimin ev sahibliyi edəcəyi ilə maraqlandıqda görməsini istəyirdik. Bu səbəbdən veb saytını optimallaşdırmaq üçün bütün gecə ayaq üstə qaldım və Pat kimi digər regional saytlarda geribildirim və müzakirələr istəmək üçün kollektiv bir strategiya qurdum. IndyMojo, The Indianapolis Star, İndi seçirəm, Kiçik İndianavə s., və başqalarının köməyini istədik regional bloqçular to spread the word.

We even launched a Super Bowl XNUMX Youtube Channel to push the videos out virally. To keep the site alive in the engines, we pulled in feeds from all the regional news and blogs via Yahoo! Pipes into the page.

When the news wasn't changing, the videos were. It was a continuous, unrelenting attack of content and backlinks to try to keep the site on the radar and “Indianapolis” relative to “Super Bowl” and “XNUMX” in the results pages. Innovative executed the strategy brilliantly – adjusting and improving the content as needed.

And it worked!

Keywords brought us a lot of traffic, traffic that is now spiking now that Indianapolis is chosen:
keywords super bowl

Current traffic has moved from ~XNUMX visits a day to spiking to XNUMX visits:
google analytics

Okay, maybe Dennis Hopper helped!

Check out a higher resolution version of this video at the 2012 Super Bowl haqqinda.

Perhaps the greatest part of this was that the growth of the site and its placement was accomplished through all white-hat (not evil) strategies. Simple word of mouth marketing, great site design, content placement, blogs, and social media, etc – in a comprehensive strategy – proved to be a winner. It was a great campaign and we hope we played a little part in the efforts to bring the Super Bowl to Indianapolis!

Best of all, it didn't require a lot of effort – just a lot of strategy up front and then ensuring that the strategy was continuously executed. Special thanks to Mark Miles and Pat Coyle for letting me help the team. Also thanks to Innovative for putting up with my midnight edits and demands – they were great.

6 Şərhlər

  1. 1

    Amazing work to ALL who put in time to make this huge win for Indianapolis happen this week. Doug, you’re my hero.

    • 2

      Hey Ryan!

      Thanks for your help as well! I was a very, very, very tiny part of this effort. I think I pulled one all-nighter and attended a few meetings. The other members, including the web team at Innovative, put in many, many hours every single week.

      It was fun! And leading up to XNUMX will be fantastic!

      Doug

  2. 3
    • 4

      Good catch, Stephen. Actually the domain name and the web design were done before Pat and I came on board. We had to work with what was there rather than go our own way. I would have – indeed – selected a domain that had “XNUMX” and “super” and “bowl” in it. And I probably would have had the site embedded in an subdirectory called “indy”. 🙂

  3. 5
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