Scalezone reworks site to build sales through natural search
Even category killers have to optimize their web sites to reap traffic from Internet search. Take Scalezone.com, which sells a wide variety of weighing scales used in places ranging from kitchens and classrooms to jewelry stores and fish markets. Few web shoppers found its product pages through Internet search until the site was optimized for search engines.
Now more than half of the top 20 Internet search keywords used by shoppers lead to product pages, resulting in increases in both monthly traffic and sales, says Mark Stone, a partner with The Info Group, a Dallas-based web site design firm that optimized Scalezone for natural web search. The site is not engaging in paid search programs, he adds.
Before the site was optimized for natural web search, most of Scalezone’s web traffic came through searches for converting measurements, such as megabytes to gigabytes or foot-pound force per second to kilogram-force meters per hour. But because Scalezone offers such conversion information in a free online tool on its home page, Internet search was doing little to foster sales of its scales, Stone says.
“We wanted Internet searchers to show up on pages for fishing scales, deli scales and postal scales,” he says. “But we weren’t getting product-specific traffic.”
Six months ago, The Info Group reworked Scalezone’s page content, including inserting meta tags that describe a page’s content to search engine web crawlers and increasing the number of web sites that link to Scalezone.
“Now the site is getting one and a half times as much traffic, and it’s more targeted to Scalezone’s products,” Stone says.
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