Network Systems Resale Ranks High and Prospers with Volacci’s Drupal SEO

Company Overview

Headquartered in Austin, Texas, Network Systems Resale (NSR) is a global provider of new, refurbished, and pre-owned I.T. equipment who specializes in CISCO routers, switches, IP telephones, servers, and security management devices. They maintain relationships with over 1,000 sources worldwide in order to help customers locate virtually any piece of hardware from any manufacturer.

Challenges

NSR recently launched a new website, www.networksystemsresale.com, using Drupal, the open source content management system (CMS) that allows for powerful SEO results. Using Drupal presented NSR with an excellent opportunity and a difficult challenge, as Drupal’s clean and open source coding can easily be configured for superior search engine rankings. However, Drupal core doesn’t come optimized and must be properly configured in order for a site to surge to the top of the search engines.


Network Systems Resale knew they needed a strong website with high search engine rankings in order to be successful in the computer reseller and pre-owned equipment industries. Yet, with a new but non-optimized Drupal website, Network Systems Resale had little to no visibility in search rankings. They needed the help of Drupal SEO experts to optimize their website, improve their search rankings, and increase their brand awareness.

In the early months of 2010, Network Systems Resale partnered with a leading Drupal SEO company, Volacci, in order to find a successful solution for their current online challenges.

Solutions

Having worked with Volacci in the past, Network Systems Resale was confident in Volacci’s SEO skills. The campaign hit the ground running with Volacci’s proprietary 6-phase, 200-point Drupal SEO process. During the initial launch, Volacci and NSR determined goals and needs, conducted a competitive analysis and identified unique industry challenges. And that was just the beginning:

• Phase One – Conducted extensive keyword research to determine the best keyword phrases to target with their campaign, set-up Google Analytics, and began link building for the website.

• Phase Two – Performed on-page Drupal SEO with the XML sitemap, site structure, page title tags, meta tags, and on-page content of the website. Installed and enabled comprehensive combo of Drupal SEO modules, including the Drupal SEO Checklist and XML Sitemap modules.

• Phase Three –  Performed multi-variate testing and conversion analysis with Google Website Optimizer in order to see which versions of the site increased effectiveness and visitor satisfaction. Repaired the malfunctioning Request for Quote (RFQ) cart and set up quote and call tracking for lead generation.

• Phase Four & Five – Launched Twitter campaign and added a blog and customer testimonials to website.

• Phase Six – Re-evaluated goals, established new goals, revised primary keyword lists, and began building new links, all based on quantitative data from the analytics of www.networksystemsresale.com.

Results

In less than a year from their Drupal SEO campaign launch, NSR's website, www.networksystemsresale.com, experienced high rankings and prosperous results:

• Front page, organic search rankings in Google for primary keywords: #3 for “cisco router” , “cisco routers”, and #4 for “cisco switches”

• 54% increase in Web traffic from December 2009 to August 2010

• Increased Conversion Rate from 0.45% in December 2009 to 2.8% in August 2010

Key Takeaways

• Drupal websites built in conjunction with SEO best practices were essential for NSR’s successful search engine rankings and traffic.

• Conducting thorough, well-informed keyword research helped NSR target their audience more accurately.

• Multi-variate testing and conversion analysis helps increase user experience and overall site satisfaction, transforming visitors into consumers.