August 3, 2006, 12:00 AM

How Tool King built 4-fold increase in its number of search-indexed pages

To boost the impact of search engine marketing on its growth in sales, Tool King has expanded its listing of products and categories to increase its number of indexed pages four-fold to 64,000. it says.

Paul Demery

Managing Editor, B2B E-commerce

To boost the impact of search engine marketing on its growth in sales, Tool King has expanded its listing of products and categories to increase its number of indexed pages four-fold to 64,000, managing partner Don Cohen says.

The retailer of power tools and other products is using a product listing tool designed in-house to let search engine spiders to crawl more deeply into its web site, in turn boosting its rankings in search engine results, Cohen says. “By breaking our product categories into sub-categories, such as power tools, saws, and miter saws, we’re getting credit for being searched on more categories and to be ranked higher on more keywords,” he says.

Tool King, which operates a single store in Denver and does most of its business on ToolKing.com, is on a pace to grow sales about 130% this year, to about $35 million from $15 million last year, Cohen says. “About 15% of our increase in sales is due to search engine optimization for improved natural search rankings,” he says.

Tool King is also taking other steps to improve natural search results. It has launched Advisor.ToolKing.com, an informational content site that provides product details, pricing and operating advice through 76 buying guides for products ranging from air-powered polishers to welding equipment. “We’re getting a lot of natural search from people typing “air tools” or “power tools,” Cohen says, noting that the site will eventually have 325 buying guides. The advisory site also provides direct links to ToolKing.com to let visitors purchase the product they’re researching.

The broad range of content on the site is helping to boost search rankings for both Advisor.ToolKing.com and ToolKing.com itself, Cohen says. An added plus is that the advisory site is also reducing calls to Tool King’s contact center.

“We’re focusing on content management to improve sales and reduce the need for customer service,” Cohen says. The advisory site has led to a drop of about 20% in calls to the contact center.

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