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Case Study: Cinch Connectors

Wendy Kotsakis

With facilities in North America, Europe, and Asia, Cinch, a manufacturer of connectors, satisfies the needs of customers in the military, aerospace, computer, telecom and automotive industries. Cinch has seen dramatic results since investing in search engine marketing.

Original Status

In June 2002, Cinch retained Pennant for search engine marketing services. A baseline report was run in the search engines to see where the site currently stood for 25 carefully selected key phrases. In six major search engines, they had 15 rankings in the top 30.


Six months later (December 2002), the Web site had earned 79 total rankings. The site continued to earn more search engine positions, with 102 in April, 2003:

The traffic produced from these rankings was incredible. In four months' time (10/02 through 2/03) the site had seen a significant increase in the number of people arriving after searching for connectors, and the various types of connectors for which the site was optimized.

In Q1 2003, the site received over three times the number of search engine visits vs. Q1 2002:

This was not just any traffic. This traffic was highly targeted--people specifically looking for the types of connectors that Cinch sells are finding the site. The site is in the top nine in Google for all of the search phrases shown below.

”Automotive connectors, automotive electrical connectors, computer connectors, connectors, din connectors, mil spec connectors, military connectors, PCB connectors, wire harness assemblies”

For the first quarter of 2003, Cinch paid, on average, $0.14 per search engine visitor per month. The top bid for "connectors” in Overture is currently $1.55 per click.


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