BRING PUBLICATIONS INTO A NEW ERA

Shackleton Media, UK, was at a loss when the internet expanded. Very few SEO design companies wanted to touch a gambling website due to the extremely high failure rate. They were not prepared to evolve as the internet evolved. They lost their audience when Google changed their search algorithms, and were unprepared for the impact of Web2.0.

They approached Axiom9 looking to create SEO compatible platforms for their two publications. Axiom9 created the platforms optimized them to 200 keywords. They created feasibility reports and a marketing strategy. After reviewing the information, Shackleton Media determined to enter into a marketing strategy designed to switch from AdWords and Affiliate to CPM and CPV.

OBJECTIVE

Skackleton had one primary objective. To regain the lost revenue, and regain the lost search positions. This goal required several sub-objectives. The platforms needed to be less static. They needed tools to let users interact with the website. The static publication offered good content, but lacked any entertainment value.

SOLUTION

The first project was to make the community more user friendly, while creating a more professional look that would attract CPM and CPV advertisers. This required an overhaul that included several months’ worth of market research. The most dramatic change involved eliminating the web writers, and replacing them with semi-professionals who could write unique and innovative content. The next evolution required adding media to the website, and removing the ‘affiliate or MFA’ environment.

METHODOLOGY

The first step is to identify the people who will respond to the ads. This required identifying who visits the website, and identify the users most likely to click ads and spend money. A Brand must be created that targets the people who create the greatest Return On Investment, while retaining the corporate identity, and meeting the advertising agency’s expectations. These are combined to optimize results, while remaining true to the company’s identity.

Axiom9 employs graphic artists from the advertising industry. They are able to lower the Intrusive Factor of advertisements, while improving Response Rates by monopolizing on emotional triggers, vernacular, and social aspects into advertising.

The design team worked to create three levels: A blog community, an online media kit, and landing pages. Everything needed to be created to lower the bandwidth use, and CPU load. This is vital to success. The hosting platform must be able to sustain the levels of traffic needed to realize an acceptable profit ration.

RESULTS

Shacklton’s main publication, www.win247.co.uk went from 9 top search positions to over 700 in less than five months. It was accepted by a mid level advertising agency, while continuing to work toward acceptance by the larger ad agencies. Organic traffic doubled. The number of readers who spent more than 10 minutes on the website increased steadily every month.

Within weeks of the final phase, the website was able to sustain a steady traffic of 2 million visitors a month, with a goal of reaching a -25% bounce rate. The profit potential is estimated at $1500 per million visitors.

THE FUTURE

Axiom9 created the current results while staying within the client’s budget. We then created a marketing plan that will expand the company, and enable for enough growth to create a viable, eCommece Business.