Case Study
Client: Calm Waters Rowing

Highlights
	90+ of first page listings in the natural/organic area of the major search engines within six months 1000s of qualified visitors within six months 227% increase in website traffic in six months 212% increase in search engine referrals in six months

Description

Calm Waters Rowing offers a full-service sculling camp vacation that caters to the master rower. Known as "The Perfect Sculling Destination," they have programs for the beginner, recreational rower, and experienced racer. With over 53 years of coaching experience, Calm Waters Rowing helps people of all ages develop and improve their rowing technique.

Situation

In August of 2005, Calm Waters Rowing was ready to embrace the world of Internet marketing. The objective was to generate more national business and help stabilize reservations in what had traditionally been a seasonal business. The facility was top-notch and the coaches were among the best. It simply became a matter of getting in front of the right audience and showing them what Calm Waters Rowing could offer.

Strategy

Anderson Interactive's search engine optimization (SEO) specialists began by conducting research and analysis on rowing and sculling search terms. A set of terms were uncovered that met the requirements for this project. These terms were both highly relevant to Calm Waters Rowing's business, and frequently searched in the major search engines. With thousands of search queries conducted each month, the target audience had been found.

Attention was then directed to the website, which had been built some three years prior, and did not reflect the quality of the facility or overall experience of the camp. A new graphic design would be created to position Calm Waters Rowing as the premier rowing and sculling camp that it was. The website would be built on an SEO best practices framework to get the most out of the search engine marketing service that was soon to launch.

Results

The newly deigned website and SEO campaign launched in October of 2005. Within six months of aggressive search engine optimization, Calm Waters Rowing experienced a significant spike in traffic to their new website, which translated into increased reservations.

More people are now finding the camp online and placing reservations through the website. Charlotte Hollings, owner of Calm Waters Rowing, is confident that the Anderson's SEO service has helped stabilize reservations, particularly in the traditionally slow months.

• 90+ of first page listings in the natural/organic area of the major search engines within six months
• 1000s of qualified visitors within six months
• 227% increase in website traffic in six months
• 212% increase in search engine referrals in six months