Company: PF
A New York pilates studio dedicated to building and maintaining fitness. PF is also a leader in certifying instructors from around the world.
Situation:
PF realized that increasing their business could only be achieved through effective advertising, and money well spent. Unfortunately, like so many growing companies today, they were stuck in a vicious cycle of ever-increasing cost through pay-per-click advertising with Google Adwords and Yahoo Search Marketing. Prior to working with ContentLogic, PF’s monthly online marketing budget quickly skyrocketed, with a low conversion rate per advertising dollar spent. PF came to us with minimal presence on the search engines in the organic (natural) listings. After a consultation with ContentLogic, they agreed that the only way to benefit from their advertising budget was to go organic!
Strategy:
Because PF was bidding on over 100 keywords in their pay-per-click campaigns, ContentLogic created 100 keyphrase-specific pages of unique, optimized content. Through the power of unique, branded content that semantically relates to their keyphrases, ContentLogic targeted potential PF visitors. Using high-quality information that resonated on the search engines, ContentLogic enabled PF to become recognized as an online authority in the fitness industry.
Success:
The content pages that ContentLogic produced for PF’s site were cached by Google on January 8, 2006. Five days later, on January 13, 96 out of the 100 targeted keyphrases were visible on the first page of Google’s natural listings. Of those 96 keyphrases, 79 rank in the #1 and #2 positions on Google, with 80% holding double listings. PF has tracked phone calls for the last two years, and reported a 50% increase in phone calls of customers that found their company online. They met their January new client goal numbers in a single day as a direct result of their new organic rankings online! Additionally, PF’s rankings in Yahoo and MSN are rising, with traffic continuing to increase every day.
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