CompactAppliance.com: Web site design key to high ROI through SEM
Search engine marketing may not be a no-brainer, but it can be handled easily, inexpensively and profitably in house, Jason Roussos, senior vice president at CompactAppliance.com, tells InternetRetailer.com.
He bases this conclusion on the massive return on investment the company has realized from its SEM efforts. The company spends less than $10,000 a year on its SEM efforts and attributes about $200,000 in monthly sales to successful SEM, he says. CompactAppliance.com is No. 288 in the Internet Retailer Top 500 Guide to Retail Web Sites.
Roussos, who describes SEM as one of the company’s core competencies, says SEM does not require anything fancy to achieve success. “It all starts with web site design,” he contends. “If you design your site to be SEM-friendly, you really don’t have to spend much time managing the program in the future.”
To best enable SEM through site design, CompactAppliance.com says while it makes its web site graphically pleasing it uses text wherever possible, spending plenty of time enhancing product descriptions and page text. “This helps to market the product as well as provide relevant content that the search engines love,” Roussos adds.
In its site design, the e-retailer uses stylesheets heavily because it enables the company to have a great look and feel yet does not bog down pages with too many graphics, he says.
Pure-play CompactAppliance.com, operated by Richlund Ventures Inc., hit sales of $16 million in 2005, a 45.5% leap over 2004’s $11 million.
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