Success Stories - Salient Marketing
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Here are some of our past success stories with respect to work related to search engine positioning strategy and implementation, including a description of the project outcomes and dates:

• Cognos
• Magnoliaspa.com
• Technology Partnerships Canada

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

Client: MagnoliaSpa.com
Time Frame: 2000-present (5 years)
Role: Search Engine Marketing Consultant/Implementer

Company Description:
This leading Canadian e-tailer is an online provider of spa products, skin care products, bath products and sun care products from well-known brands such as Pevonia, Cellex-C, Peter Thomas Roth, and Peau Vive. In operation since 1998, this online merchant now provides it’s products internationally and carries well over 500 products in inventory.

Briefly, activities include:

• evaluation of target markets through search engine keyword market research
• evaluation of product brand recognition through search engine keyword market research
• competitive analysis of market space
• log file analysis
• web design, web development and implementation of multiple e-commerce solutions
• creating and implementing cost effective lead generating search engine strategies
• customer relationship management through e-mail campaigns management
• implementation and management of pay-per-click search engine advertising
• reporting and analysis of traffic and conversion rates to measure ROI

Project Outcome:

1. Magnoliaspa.com ranked top 10 beauty sites along with Sephora.com and Nordstroms.com by e-blast
2. Magnoliaspa.com chosen as beauty supply distributor for Amazon beauty store
3. Magnoliaspa.com ranks well with high conversion keywords or keywords that result in a higher percentage of sales. Some of these keywords have greater that 19,000,000 competitive pages in Yahoo. Here is a chart showing Magnoliaspa.com’s search engine rankings for the month of September 2005.

4. Magnoliaspa.com has approximately 17,000 pages indexed into the Google database.

Client: Technology Partnerships Canada
Time Frame: 2004-2005 (1 year)
Role: Search Engine Marketing Consultant/Implementer

Organizational Description:
Technology Partnerships Canada (TPC) is a technology investment fund established to contribute to the achievement of Canada's objectives: increasing economic growth, creating jobs and wealth, and supporting sustainable development. TPC advances and supports government initiatives by investing strategically in research, development and innovation in order to encourage private sector investment, and so maintain and grow the technology base and technological capabilities of Canadian industry. TPC also encourages the development of small and medium-sized enterprises (SMEs) in all regions of Canada.

Briefly, activities include:

• Re-branding exercise
• search engine keyword market research to streamline messaging
• competitive analysis of market space
• log file analysis
• site architecture reorganization
• web design, web development
• meta-tag creation
• search engine registration
• training of internal staff to maintain the web site

Project Outcome:

1. Stakeholders (MP/Ministers, Media, Clients, other government departments, general public) were able to access information on the web site more easily. All program aspects were highlighted in a clear, concise and easily accessible manner.
2. Web presence was significantly increased dues to content segmentation and meta-tagging
3. The Technology Partnerships Canada web site has a Page Rank of 6 and has 413 pages indexed into the Google database.
4. Improved web site administration due to content management solution and training

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