SportsJewelry4u.com

SportsJewelry4u.com began their business selling custom sports jewelry at ballparks and sporting events. In 2003 the company established an e-commerce Web site to sell their expanded line of hats, t-shirts, bags, and purses featuring all types of sports motifs. Best-sellers include customizable necklaces with names, jersey numbers, and/or the desired sport's ball.

In the first years of operation, SportsJewelry4u.com saw just a fraction of the visitors it attracted after the SEO strategy was completed. In fact, in 2006, the year SEO tactics were implemented, SportsJewelry4u.com saw an increase in revenue of 321 percent. In the following two years the site continued to see substantial revenue improvements, and in 2008 revenue was 20 times that of the site's original sales year.

Red Ball Technology's strategy for SEO was simple because the products available on the site serve a very niche audience. Because SportsJewelry4u.com does not have a huge number of competitors, it was feasible to exploit the keywords necessary to draw people to the site (i.e. "baseball" and "necklace").

The site also features a signature SEO tactic from Red Ball Technology: A home page designed to draw customers directly to the products for sale (at the top), and later introduce them to the keyword-rich "about us" content (below the fold). The text serves to both introduce customers and to alert search engines to what they might find on the site.

"SportsJewelry4u.com has a unique position in the market," said Derek Hernandez, founder of Red Ball Technology. "They've created quality, unique products that are an easy sell for the right customer. We just helped bring those right customers to the site."

To increase traffic and revenue for a new online retail site.

Red Ball Technology implemented a very simple search engine optimization (SEO) strategy to increase traffic to the Web site, which also helped convert visitors to customers.

Red Ball Technology's SEO plan helped SportsJewelry4u.com increase both Web site visitors and site sales by an astonishing 1912 percent between 2005-2008. In addition, the company saw an increase in total orders of 1678 percent during that same period. Some other important accomplishments that resulted from the SEO efforts:

• 86 percent of the SportsJewelry4u.com traffic now comes from search engines alone
• Each SportsJewelry4u.com visitor views an average of seven pages per visit
• The site has an extremely low bounce rate of only 16 percent