Toolfetch’s Evan Brown on SEO
The debate about how much time, effort and resources companies should invest in search engine optimization generally includes a reminder for marketers to diversify advertising and marketing efforts. While it’s important to have multiple marketing sources working for your company, maximizing your SEO also can help to dramatically improve your ROI in all channels, making it worth taking the time to investigate programs, systems and partners to this end. Here, Evan Brown, president of New York-based tool retailer Toolfetch, details how he worked with Netconcepts to implement the GravityStream solution to improve his company’s SEO.
Target Marketing: What led you to improve your SEO efforts, and how long have you been using the GravityStream program?
Evan Brown: We had been looking for a company to do our search engine optimization and wanted to steer away from pay-per-click programs, as they cost a lot of money and we were never sure if they were bringing in “qualified” customers. We didn’t have the time to do it in-house, and we had looked at other SEO companies and felt that we didn’t truly understand what they would be doing for us—or they would ask us to change many aspects of our Web site to enhance SEO protocol. We had tried other SEO companies, but, like most people, have found out that up-front promises in the sales meeting don’t always equate to what actually happens down the line.
TM: What results have you seen so far?
EB: The program has been working out very well. We had a list of keywords and products that we always spent a lot of money on through the pay-per-click model and needed to get those key terms highly ranked. Our first priority with GravityStream was to get that rolling. Over time, a lot of those terms/keywords have made Google’s first index page, and we have been very pleased.