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Organic Excellence Helps Improve Their Organic Search Results with Red Wrangler

One side benefit of doing internet marketing for clients is that you learn a few things. With Organic Excellence, for example, we learned that the word "organic" on a product does not mean chemical free. The most organic product might include stuff you don't want in your body.

This case study describes how our Red Wrangler content management system (CMS) has helped OrganicExcellence.com make their site far more friendly to search engines. It is a common problem and Red Wrangler is designed to provide many ways to customize websites to make them more visible to search engines.

Organic Excellence has been in business in Phoenix, Arizona for about 10 years. It was started by Cynthia Drasler, MBA, a former pharmaceutical representative who sold chemotherapy medicines. When Cynthia’s two-year old daughter had a severe reaction to a clown’s face painting, she began to research chemical ingredients in products used routinely in our homes.

She found, according to the National Research Council, that "No toxicity information is available for over 80% of the chemicals in everyday use products. Less than 20% have ever been tested for acute toxic effects and less than 10% have been tested for chronic, reproductive or mutagenic effects." The few that have been tested have not been tested in combination with other chemicals.

Organic Excellence provides products that are both organic and chemical-free. To date, their products are the only ones that can make that claim.

When we started working with Cynthia and her OrganicExcellence.com website, we learned that she used an open source shopping cart to manage both the sale of products and the creation of web pages. The resulting code, heavy in HTML tables, was an absolute mess. While no research proves search engines give up when sifting through excessive amounts of the code that might make up a web page, certainly all their web page code did not help. Search engines had to be diligent to figure out the key content of their pages and how that content related to other content.

In addition to helping them migrate to a better and more secure shopping cart, digiShop, we also used Red Wrangler to build all static web pages, including the product detail pages. Specifically, we used Red Wrangler to do the following search engine friendly techniques:

• Build HTML Title tags that include page name, parent page name, site name, and site tagline.
• Put site name and page names and other headings into HTML heading tags, for example, the site name is now tagged with H1, the page names with H2, and so on. This helps search engines understand how page content relates to other site content.
• Create generic site meta tags plus, on a case by case basis, page specific meta tags.
• Page titles that are short for the HTML Title tag but more verbose and keyword-rich for the actual page title.
• Breadcrumb navigation that helps search engines see relationships between a page and other pages.
• Links to related pages which also helps reinforce the connection between one page and other pages.
• File names and file folder names that are rich in keywords so that link references search engines see reinforce what is on the site. Often web pages, especially dynamically created pages, have obscure page names. They're a missed opportunity. Red Wrangler makes it easy to create and use these important names.
• Pages are static and require no additional code and/or database processing to display.

In addition, we used Red Wrangler to:

• Store all their URLs and logins for the shopping cart, control panel, Google Analytics, and other tools. They're now available with one easy to remember URL and login.
• Collect correspondance from the Contact Us page into a single location online instead of individual emails.
• Create and publish web pages with no knowledge of HTML required. This includes making it very easy to use an existing template to create landing pages for search marketing campaigns.

We also dramatically reduced the amount of code in each web page by converting their page layout code from old HTML tables to CSS layout. In addition, the digiShop cart also required only 2 templates to manage, not the dozen or more in the old cart.

The result? The Organic Excellence site is much more search engine friendly, much lighter weight in code and images, and much easier to maintain and adapt over time.

Cynthia Drasler says, "Red Wrangler puts everything in one place. I can use my own web address to find my shopping cart, leads, affiliate site, and all the rest. It also makes it much easier to tweak our site for search engines. We're hopeful the results will bring even more visibility for the site and our business."

Bottomline, taking on a new internet marketing client can be a bear. There are tools and processes to evaluate, URLs and logins to dig out, and then you get to the fun stuff. Red Wrangler made it much easier to manage that process. And to integrate a new client into all the other client work we do.

Resources

OrganicExcellence.com
http://www.organicexcellence.com

digiShop
http://digishop.sumeffect.com

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