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Getting the Digital Strategy Straight

April 2011 Emergination in Action

Getting the Digital Strategy Straight

Quotable quote:  A strategy delineates a territory where a company seeks to be unique. Michael Porter

It is getting ever more competitive to compete on a digital front, as smarter marketers get more digital savvy. Only the category leader websites make a difference in a cluttered marketplace. Here is how we took an emerging resources business from zero to hero in 60 days....

The Brief

Gateway Parts dismantles mining equipment - trucks, dozers, excavators and so on - and then refurbishes and sells those parts. A refurbished part is valuable in two ways - it is often significantly cheaper than new, and secondly it may be that a new part is not available. In the resources industry there is a huge cost in downtime for equipment and people not working.

The business was about to launch and wanted to sell the parts online, and engaged Emergination to develop and execute the digital strategy.

Two Critical Factors - Ease of Navigation & SEO

The first step was to understand the target audience - in resources time is truly money - and particularly where expensive machinery isn't working. So those people needing parts need them quickly and there was really once chance to get them to trial the site. Poor navigation would mean that chance potentially lost forever.

The second factor was search - many of the competitors had been established for over 10 years (and some many years longer). That meant that with a domain age (which contributes to page rank), we'd have our work cut out for us in getting the results we wanted. 

The Design

The design provides an easy means to navigate into the catalogues within the site. This required a lot of thinking around how people navigate such as by part number, by brand name, by vehicle model and so on.

The Big Result in Search
Over 1150 pages have been indexed in Google. This required a very structured approach to naming conventions for the catalogues, the parts contained within them, and the associated images. In many cases Gateway Parts now holds the first 3 places for the product names in their catalogue in worldwide search, and the top 5 for the same search in Australia. The below screenshot shows the first 8. Results like these are achievable from the outset if you begin with the end in mind. 

I hope you've found this newsletter useful! Until next time, keep fit!

Kind regards,

PS: Emergination in Action readers can take advantage of member rates for the Lesanz Social Media presentation next Wed 13th of April at the Innovation Centre, Technology Park -  Getting the Best out of Social Media. Contact Us to arrange your booking.

Justin Davies & the Emergination Team
Level 1
182 St Georges Tce
Perth, Western Australia 6000

Public Speaking:
Justin Davies will be speaking on Getting the Best out of Social Media at Lesanz, Wed 13th April 2011. Contact Us to arrange a member only ticket price of just $25....

Justin will be chairing the Mobile Stream of the Cebit Webforward Conference on the 2nd of June 2011.

More Goodies:

Get a FREE 30 Day Trial of the Emergination Online Business System to help grow your business - content management, email marketing, crm, secure customer areas and much more...

Find out about Pressroom - and create Social Media Optimised press releases that achieve outstanding SEO results

Listen to Justin Davies discussing Cloud Computing and SaaS Solutions with International Business Speaker, Tom Murrell

Check out recent presentations from Justin Davies at Slideshare

Listen to the Cloud Computing podcast, with Dr Michael Harries, CTO of Citrix Labs Australia being interviewed by Justin Davies

Listen to Justin Davies being interviewed by Tom Murrell on marketing innovation at the
The Smell of Good Business blog

Try Saasu - easy online accounting. Free trial with 20 transactions per month.
Past newsletter topics:
March 2011 - Pressroom - a new way to leverage your PR efforts

December 2010 - Service, are you getting any?

August 2010 - Social media elections

June 2010 - Enterprise Conference Cebit 2010

April 2010 - The Rise of Collaborative Commerce

March 2010 - The Boom Commences - be prepared

November 2009 - The Importance of the Secondary Audience

October 2009 - The Rise and Rise of Cloud Computing

September 2009 - Making Money Whilst You Sleep

August 2009 - The Importance of Thinking About Google Space First

July 2009 - The Demise of the Yellow Pages and What You Should Do About It

Contact Details:
Need help?
Contact Emergination
p: 08 6102 0770
m: 0414 567 638
Skype: justinkdavies
Linked In:
Twitter: justinkdavies

Copyright © 2010. All Rights Reserved.

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