May 20, 2009, 12:00 AM

Eastern Mountain Sports wins over more natural search click-throughs

With a new search engine optimization program that made its web pages more visible to search engines, Eastern Mountain Sports doubled its natural search click-through rates.

Paul Demery

Managing Editor, B2B E-commerce

With a new search engine optimization program that made its web pages more visible to search engines, Eastern Mountain Sports doubled its natural search click-through rates, the retailer says.

Eastern Mountain Sports, which sells on the web at EMS.com and is No. 399 in the Internet Retailer Top 500 Guide, deployed the Spider Linker suite of natural search services from YourAmigo, a provider of search engine optimization technology and services designed to help web sites appear in natural search results.

The retailer, realizing a need to increase traffic from natural search without conducting a costly site upgrade, used Spider Linker software to compile search behavior and develop thousands of web pages targeted to particular interests of site visitors. It also optimized customer review content to expose valuable keywords and generate additional revenue, YourAmigo says.

After launching the Spider Linker application last fall, Eastern Mountain experienced results in the first quarter of this year that included a doubling of its natural search click-through rate and increased sales, says Bree Blazak, director of business development for YourAmigo.

“YourAmigo provided Eastern Mountain Sports with an easy-to-implement, cost-effective and quick way of improving natural search revenue,” Jeff Neville, the retailer’s chief information officer and vice president of strategy, says in a YourAmigo case study report.

YourAmigo notes that the project for Eastern Mountain did not require changing the retailer’s web content and involved little in-house I.T. resources. Within two months of launching Spider Linker, the project attracted traffic for hundreds of thousands of keywords, YourAmigo says.

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