Search Engine Optimization for Cognos

Client: Cognos
Time Frame: 2000-present (5 years)
Role: Search Engine Marketing Consultant/Implementer
Company Description:

A world leader in business intelligence (BI) and performance planning software for the enterprise, their solutions let companies improve and direct corporate  performance by enabling all of the key steps in the management cycle—from planning  and budgeting, to measuring and monitoring performance, to reporting and analysis.  This company supports all of these key management activities with a complete  solution that spans all of the essential components of CPM—enterprise planning,  scorecarding, and business intelligence. Main project objectives are lead generation  and brand management.

Search Engine Positioning Strategy and Implementation Activites:

• expansion and evaluation of target markets through search engine keyword market research
• keyword segmentation and categorization
• competitive analysis of market segments
• log file analysis
• creating and implementing cost effective lead generating search engine strategies
• evaluation of all external search engine advertisers
• creation of global search engine strategy for all non-North American web sites
• implementation and management of pay-per-click search engine advertising
• reporting and analysis of traffic and conversion rates to measure ROI for both natural positioning and search engine monitoring
• Setup and configuration of business rules for the Google search appliance for Cognos’ internal search engine

Project Outcome:

1. Cognos receives well over 100,000 unique 30 day visitors every month.
2. Cognos ranks well with high demand keywords and keywords that have greater than 20,000,000 competitive pages on Google. Here is a chart showing Cognos’ search engine rankings for the month of September 2005.

3. Cognos also captures approximately 3,000-4,000 sales leads through the web site every month.
4. Cognos’ has a Google Page Rank of 7 achieved through a link strategy campaign.
5. Cognos also has approximately 49,000 pages indexed into the Google database