Membership   |   Contact Us   |   Sign In   |   Join
Case Study
Share |

Case Study: Online Retailer

Laura Thieme


Board Games Express.

SEO Challenges

  • Improve Google indexing of dynamic database driven web site.
  • Convince small business retailer CPC advertising and shopping search was a worthwhile expenditure, when "free" organic listings had attracted most of his customer base.
  • Improve traffic flow and conversion rates from shopping search engines, to justify new CPC expenses.
  • Determine why we were blacklisted from MSN/Inktomi.
  • Improve customer referral tracking to better understand ROI from advertising expenditures.

SEO Strategy

  • Optimized site so search engine crawlers would index and improve organic rankings without creating doorways, cloaking or link schemes.
  • Ensured search engine friendly dynamic URLs, without use of 3rd party URL rewrites.
  • Global site optimization for all 800 plus products.
  • Installed two types of referral codes to better understand where new customers were coming from, and the monetary value associated with each referral.
  • Conducted extensive industry analysis and implemented numerous changes.
  • Identified prior SEO company's link farm, and located link farm sites referencing Client, and requested removal. Currently advocating for reinstatement with prior SEO company, Inktomi, Positiontech and Yahoo.
  • Worked directly with to improve conversion rates.


  • Google has indexed and ranked every page on the site, including all of its products.
  • Top ten Google rankings for over 85% of their products.
  • Increased 2003 sales by 59 percent over 2002.
  • Increased customer base by 740% in a two-year period, reaching 22,000 customers in 2003.
  • As of December 2003, shopping search engines sending nearly 20% of monthly sales.
  • monthly sales referrals increased by 72% from April of 2003 to December of 2003.

Contact Information

Laura Thieme, 614-846-7560 or,


more Latest News
more Calendar

6/2/2016 » 6/3/2016
6th Annual Digital Marketing for Financial Services Summit

SEMPO Education Committee Meeting

SEMPO Research Committee Meeting

SEMPO Education Committee Meeting

SEMPO Research Committee Meeting

Industry Poll
What will be 2016s biggest mobile UX buzz?
  • Facebook Instant Articles
  • Voice Search
  • Facebook Messenger Bots
  • AMP - Accelerated Mobile Pages (Google)
  • Apple News Format

>>Take the poll now