March 25, 2009, 12:00 AM

How sports retailer evogear.com hits top of natural search

With a new system for managing customer care web content, sports equipment retailer evo gets top Google natural search rankings for pages on evogear.com while engaging shoppers with helpful information, evo says.

Paul Demery

Managing Editor, B2B E-commerce

With a new system for managing customer care web content, sports equipment retailer evo gets top Google natural search rankings for pages on evogear.com while engaging shoppers with helpful information, evo says.

Evo has deployed the Fuze Suite from Fuze Digital Solutions, software that support the development of web content by a retailer’s internal content producers as well as by its customers and technology vendors.

“The Fuze knowledge base and Web services have made it fast and easy for us to quickly create and publish content to our web site,” says Nathan Decker, evo’s head of e-commerce. “It also helps our natural search rankings because it enables us to get content up on our site quickly. And since the title of the web page is used in the page tag, we can also position content so that search engine spiders index it for specific topics.”

Evogear.com specializes in selling skis, snowboards and wakeboards, which can be difficult for shoppers to choose because models can vary widely based on a user’s level of expertise. Their technology also can change with each model year.

To help shoppers make an appropriate selection, evo has used the Fuze Suite to develop self-help sections that have contributed to reducing customer calls and e-mails into evo’s call center. The self-help content has also boosted search rankings, Decker says.

A search on Google for “how to size skis” or “ski sizing chart,” for example, shows evogear.com in the top natural search ranking.

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