Case Study
Background
Filofax is the most famous name in personal organisation, the brand is recognised worldwide and Filofax are marketed in over 40 countries and sold through 8000 retailers worldwide.
Traditionally associated with manufacturing and marketing its range of Personal Organisers, The Filofax Company has recently launched an exciting range of Organised Accessories, which helps solve organisational problems across a number of different fields.
Implemented Search Engine Optimisation
After having successfully implemented their online brand and created their full e–commerce solution, Filofax wished to take things further and perform a targeted SEO campaign to help promote their website across the search engines and directories in order to increase their sales and generate more revenue.
The vast majority of the public knows who Filofax are and believe that they know what products they sell however, Filofax offer a far wider product range than potential customers maybe aware of. These products include briefcases, wallets, bags, purses, pens and other items not typically associated with Filofax.
It was agreed that these ‘unknown’ areas needed to be focused on within the SEO strategy. WPM and Filofax arrived at a specific set of terms and phrases to be aimed at when optimising the Filofax website for the search engines and directories in order to branch these products out to potential customers.
A search engine optimisation campaign was set–up with two actions taking place in order to help acquire customers from these additional “product sectors”. One action was to fully optimise the code and content of the main site in order to gain “organic” search results, with the second action being a complementary short term PPC (Pay Per Click) advertising campaign for the lesser known products.
WPM successfully implemented and maintained a broad range of SEO practices and techniques that have seen rapid success in relation to positions achieved in the search engines for the terms that both WPM and Filofax compiled.
As a direct result of the search engine optimisation the website has seen a significant increase in the number of visitors plus a rise in generated revenue representing an excellent ROI for Filofax.
To read more on the entire Filofax website development, E–commerce product solutions, details on the revenue increase and the marketing success that was achieved for Filofax via the online presence that WPM created, click here.
Results of the SEO
Below you can see a sample of the collected data that shows just how much of a difference WPM's applied SEO practices made to the site's success within the search engines. It is worth noting that the terms listed are some of the more competitive terms in the industry sector and are only part of a very extensive list that the currently sees exceptional results in the search engines.
It is possible to click on any of the sample results below to view the search for yourself live on either Google or MSN. The selection of search engines and directories that the site can be found in is obviously far greater, however these results are a prime example of what WPM achieves for its clients time and time again.
| Summery of Ranking | Before | After |
|---|---|---|
| Number 1 Positions | 14 | 980 |
| First Page Positions | 61 | 1655 |
| Top 20 Positions | 75 | 1823 |
| Search phrase | Expected ranking position | |
|---|---|---|
| Branded Stationery |  Google position: 3 |  MSN Position: 3 |
| Conference Folder | Google position: 1 | MSN Position: 2 |
| Conference Folders | Google position: 1 | MSN Position: 5 |
| Diary Refills | Google position: 1 | MSN Position: 1 |
| Digital Note Paper | Google position: 1 | MSN Position: 1 |
| Digital Notepaper | Google position: 1 | MSN Position: 1 |
| Digital Paper | Google position: 3 | MSN Position: 3 |
| Filofax | Google position: 1 | MSN Position: 1 |
| Paper Refills | Google position: 1 | MSN Position: 1 |
| Personal Organiser | Google position: 1 | MSN Position: 1 |
