When KoMarketing started working with John Deere in 2003 (they continue to be a client), the Website had virtually no search engine optimization, and the Website technology dated back to 1995. The Website is highly dynamic, providing users with a powerful way to search through John Deere’s dealers’ used equipment inventories, by location, zip code, equipment type, and in multiple languages.
We identified basic issues with the Website that were preventing Machinefinder.com from improving its search engine visibility.
- No keyword strategy was in place for determining which keywords had the most value to target for improved rankings.
- One element to maximizing search engine visibility is to ensure that your HTML code is optimized so that search engines understand each page. On this site, basic page tagging, such as HTML page titles, header (H1) text, etc., needed to be done
- There was not enough content that appealed to users and search engines.
- Equipment listings could not be indexed by search engines because they were only available for viewing using the site’s search functionality.
- URL structures are important to gaining search engine visibility, so we made it a high priority to change dynamic URLs with multiple query variables and on-URL session tickets to static URLs. (For example, http://www.komarketingassociates.com is a static URL, while /ows/db-apps/owa/tr.browse?dest=*&date=??/??/???? is a dynamic URL).
- Foreign-language URLs could not be adequately crawled and indexed by search engines.
- The site needed foreign-language content optimization.
- Individual John Deere dealer pages could not be crawled and indexed.
- The site had the potential to gain many more backlinks (links pointing to a website) than were currently present.
- Pay Per Click activities were being managed in-house with resources that did not have time to extend and optimize the campaigns.
- Pay Per Click campaigns were not set up to track any user actions, limiting the ability to effectively target spending by keyword.