Covario-Supported Campaign Drove Worldwide Visibility, Website Traffic, Social Engagement, and Revenue
SAN DIEGO, CA and PALM DESERT, CA–(Marketwire – Feb 27, 2013) – In recognition of Lenovo’s recent, successful global SEO (search engine optimization) campaign, the Worldwide Business Research organization presented the company with the 2013 Best-in-Class Award for search marketing at the annual eTail West conference in Palm Desert, Calif., this week.
With the support of Covario, a leading international search marketing agency, the award-winning campaign resulted in keyword rankings, website traffic, social engagement, and revenues on a global scale for Lenovo that were significantly higher than what the company previously experienced.
Although Lenovo ranks near the top in PC shipments worldwide, the company’s Web presence on the major search engines prior to 2012 lagged behind its competition — not at all indicative of the brand’s global reputation or the success of its products.
During 2012, Covario helped Lenovo launch its first global SEO campaign that focused on improving organic search visibility and traffic with consumers who are considering buying a PC. Learning and testing through paid search campaigns (which Covario also manages for Lenovo) led the team to develop strategic SEO recommendations that not only improved visibility, but also engagement and click-through rates from organic search.
The team created a “Search Center of Excellence” and socialized best practices in search and social media marketing across Lenovo’s worldwide organization. The team used these learnings to support new PC-related product launches and categories.
With this solid foundation, Covario and Lenovo achieved dramatic improvements for the company’s 650-plus critical search queries. Organic search visits to the brand’s website increased 50 percent year-over-year. Consumer site visits in the U.S. — among the world’s most competitive PC markets — shot up 84 percent, including first-page visibility for target keywords within just six months. Most importantly, global revenue also increased year-over-year. Donna Bedford, Lenovo’s global SEO manager, said this shows that new visitors to the site are highly likely to buy a PC.
“We’re seeing the value of integrating SEO into our product landing pages, especially for the products consumers are most interested in finding, such as our IdeaPad Yoga convertible and ThinkPad Tablet 2,” Bedford said. “We’re now capturing Web traffic from thousands of consumers who are searching for information about products yet to go on sale. This allows us to better reach them later when the products become available.”
Additionally, Lenovo has started inserting rich content snippets from product Web pages that show product ratings, reviews, and pricing directly within someone’s search results. Lenovo and Covario also launched content initiatives that went viral on a variety of social platforms, including Facebook and StumbleUpon.
“It’s gratifying to have played a key role in helping Lenovo win the 2013 Search Best-in-Class Award,” said Jeff Johnson, Covario senior vice president and managing director. “While we’ve had a successful long-term relationship with Lenovo primarily built around paid search services, this eTail award demonstrates the value and ROI of integrating SEO best practices with paid search on a global scale.”