Daniel Wendel runs the online marketing agency CO2 Kommunikation in Adetswil. One of the agency's core competencies is search engine marketing. Thanks to their good findability on Google, Daniel Wendel's agency clients regularly receive inquiries and orders from new customers.
This success story uses a practical case to show how profitable search engine marketing can be. CO2 Kommunikation has been supporting the alpine school "Bern+Tal AG" from Root near Lucerne since October 2015. Berg+Tal is one of the leading providers of ski tours, avalanche courses, mountaineering courses and trekking in the Alps and Scandinavia. It also offers trekking trips to Mount Kilimanjaro in Tanzania. The offers in Scandinavia are enjoying increasing popularity, which is why the range has been expanded in this area. Search engine marketing is to be used to generate additional bookings from new customers.
Following a redesign in 2013, a number of measures were implemented in the areas of search engine optimization and Google AdWords. The first successes were achieved. Nevertheless, the potential was still far from exhausted. For example, the indexability of the content in search engine optimization was not ideal due to technical errors. In addition, there was duplicate content on various Berg+Tal websites, which usually leads to problems with Google. There was also potential for optimization in Google AdWords.
Increase in Google Top 10 positions by at least 20% within one year.
The aim is to increase bookings of the offers in Scandinavia by at least 10% within a year.
Search engine optimization (SEO): In the first three months, indexability (= readability for Google) was improved and technical errors were eliminated. In addition, basic search engine optimizations such as the analysis of suitable search terms, the setting of title tags and description tags or the integration of a sitemap were implemented.
Google AdWords (SEA): A new campaign was launched for the offers in Scandinavia and the existing campaigns were optimized. The adjustments included choosing the right search terms, using ad extensions and making adjustments to the ad texts.
The top 10 positions on Google were increased by over 20%:
In addition to the additional top 10 positions, the development of Berg+Tal's turnover was particularly pleasing. Within one year, the turnover generated by search engine marketing increased by CHF 150,000. This is also confirmed by the owner of Berg+Tal, Hans-Peter Brehm: "With annual expenditure for search engine marketing of CHF 12,000 for agency services and CHF 12,000 for Google AdWords, we are naturally very satisfied with the increase in turnover. In addition to the increase in turnover of CHF 150,000, there is also follow-up business, customer recommendations and branding effects. With the other planned measures, such as the expansion of landing pages with attractive content, we will be able to increase sales even further in the coming months.
Hans-Peter Brehm, owner of Berg+Tal AG
That's what I like about Daniel Wendel from CO2 Communication:
Linda, deine Weiterbildungsfinderin