The new website, launched in Sept. 2006, was just four pages and the Sales Manager put the Google advertising on his credit card. Gould Stainless, in Calgary, is the only source an innovative, heavy-duty tank manway so we featured that on the home page. Mr. Gould was wary about Internet advertising but when he saw the results, he increased the advertising budget every few months.  In April, 2008, Mr. Gould authorized doubling the website to eight pages. The new pages were for tubing, pumps, camlocks and tank washers. Sales jumped again, particularly for stainless steel tubing which they sell only in Canada. A few months later, they added yet another salesman and Mr. Gould moved the Google advertising charges to his own credit card. The Sales Manager had proven the value of an effective website and Google AdWords advertising.

The original website could not be found on search engines because it was deep within the Yellow Page file systems of Telos, the Canadian phone company. One of the dirty little secrets of Yellow Pages advertising is that web pages they hosted were hidden from search engines. Because the Yellow Pages were losing considerable advertising dollars to search engines,  they fought back using Fear, Uncertanty and Doubt, the classic FUD technique of phone companies.  The search engines are getting better at finding these sites than they were in 2006.

Businesses thought they were getting real websites, but they got only the appearance of a website. There is a lot of plumbing to a website, and the plumbing has to work for the website to be found through search engines. For starters, the programs (robots) that search engines use to find and catalog websites need to be able to discover the website. If the website is hidden, Telos customers are likely to conclude that websites don’t work.  And if no one can find the websites, they don’t work! Do you see the business strategy? FUD.

We used many Search Engine Optimization (SEO) techniques with Gould Stainless. We also registered the domain name TankDoors.com and tested it with Google advertising for manways and stainless steel tank doors. Sure enough, it proved to be a stronger domain name for this line of products than GouldStainless.com. For stainless steel valves and fittings, the original domain name was stronger so we advertising using both domain names. The hosting is set up so that both domain names resolved to the same home page rather than using forwarding of a 301 redirect. The combination of SEO and Google AdWords advertising added up to increased  and growing revenue for Gould Stainless.

Post from: aNetGain.com

Google AdWords Boost Sales 30%