A uniform clothing store in Massachusetts recently engaged WSI for digital marketing services. The store, First Defense Supply, offers uniform and supplies for law enforcement, fire and rescue, and emergency medical services personnel.
The police uniform store provides uniforms from name brands such as Blauer, 5.11 Tactical, Flying Cross and Vertx, badges, IDs and wallets from Blackington and Strong, boots, shoes and socks from 5.11 Tactical, Bates, Corcoran, Matterhorn and Thorlos. It also provides duty gear such as holsters, flashlights, body armor, bags, restraints (handcuffs), batons, tactical gear and riot gear from well-known high quality product manufacturers such as Safariland, Uncle Mikes, Streamlight and Bianchi. The customers in the law enforcement sector includes state police, local police, county sheriff, Federal and correctional officers.
In addition to uniforms for EMS personnel, the store also provides CPR equipment, medical gloves, and medical bags from the popular manufacturer North American Rescue.
Digital Marketing Services Provided by WSI
The store initially engaged WSI to develop a modern mobile-responsive e-commerce website. While it prepares its inventory to go online, the store launched the website with the purpose of promoting discounted police uniform and gear. WSI developed a digital marketing program for the store which includes biweekly email newsletters to its customer list using Constant Contact, as well as frequent social media posts on its Google My Business, Facebook, Instagram and Linkedin pages. WSI performed detailed keyword research and on-page SEO has been done on relevant landing pages as well as the social media profiles. Ad campaigns are also executed on select social media platforms to promote the brand.
The objectives of the program are to increase website traffic, drive more visitors to the store, promote sale items and increase social media visibility and brand name recognition. We will monitor the store’s website traffic and conversions, as well as the followers and engagement on its Facebook, Instagram, Linkedin pages. We are confident that our ongoing efforts in digital marketing will deliver exceptional results for our client.
About The WSI Touch in Greater Boston, Massachusetts
Since 2009, The WSI Touch has helped small and medium-sized businesses in Greater Boston to increase their leads and sales. The company works closely with its clients to explore their needs, goals and target markets in order to suggest the best online solution to generate measurable results.
With consultant in over 80 countries and each of them well equipped to bring their knowledge of global digital marketing trends to your business to achieve the best local results, you can trust WSI has the expertise, advanced insight and power to help you succeed.
The Bed King is a well-established bed retailer in South Africa, which sells an impressive range of beds, mattresses, pillows, sleeper couches, bunk beds and bedroom furniture. Over the years they’ve also built up an enviable reputation for incredible customer service right from the shop floor, all the way through to the delivery of the merchandise, and their website has more than enough testimonials from satisfied clients to prove it. Our WSI team in Cape Town has been involved with The Bed King for a number of years now and we’re well into their 3rd generation website. We first helped them to move on from their original site, which although visually appealing, the site architecture and on-page SEO was so poor that there was no chance it was going to rank for the competitive phrases that drive massive traffic in this industry. Over the next 2 years we steadily moved The Bed King up to the top 3 positions for well over 50 key traffic generating phrases, including beds, mattresses, sleeper couches, bunk beds, simmons, restonic, serta and many more. The second website also helped Bed King to move forwards with their first implementation of an e-commerce site, maintained the search engine rankings seamlessly and started to get online sales moving. Several years down the track it was time for the 3rd website, but this time the team at Bed King requested considerably more custom functionality and we agreed it was time to bring in a third party development team that specializes in custom development for ecommerce websites to facilitate the development of a range of tools that could help clients to choose a mattress online, otherwise known as “mattress wizards”. Sounds great… but website owners beware… this can be the start of a challenging road. We have learnt that custom ecommerce platforms often introduce a number of technical ecommerce SEO challenges. You name it, this platform introduced it, mainly in the form of mass duplicate content as a result of pagination, search query pages, dynamic filter pages, product ordering pages, URL re-writes in the htaccess file and much more. At some point, the site had over a million pages being indexed by Google, the bulk of which were serving up duplicate content, thanks to the above issues. Many a SEO company would have told their client to move on and find another platform… but not so at WSI. We dug deep, working with the third party development team to get to the bottom of it. Since identifying the route cause, we’ve got the URL count back down to less than a 1000… one URL for each content page and just one URL for every product page – no matter how you access it… because well, that’s what is optimal for users and therefore what Google wants too. Trust us, it’s not the first time we’ve identified and worked to resolve these kinds of issues… and yes even the websites of some of the world’s top brands need to have these issues addressed. The upside however, is that once fixed, the jump up the ladder on search engine results pages are dramatic. Our team is keeping a firm watch on The Bed King’s rankings, already they are back on 1st page for mattresses, sleeper couches, bunk beds and many more, and as we increase our clients offsite content syndication on platforms such as Tumblr, Blogger, WordPress, Weebly, Behance and Google+, we expect to see not only rankings improve in the new year, but also online and offline sales at The Bed King’s growing network of bed stores, which now service Cape Gate, Claremont, Tokai, and Northgate in Cape Town, and Boksburg, Fourways (Johannesburg) and Pretoria in Gauteng. Originally posted on: http://blog.wsiwebmarketing.co.za/wsi-provides-technical-ecommerce-seo-consulting/