a451 Search Engine Marketing

Wiley Higher Education

The company was founded in 1807, during the Jefferson presidency. In the early years, Wiley was best known for the works of Washington Irving, Edgar Allan Poe, Herman Melville, and other 19th century American literary giants. By the turn of the century, Wiley was established as a leading publisher of scientific and technical information.

Wiley Higher Education

 

Industry:                                 Higher Education Text Book Publishers

Service:                                 SEO + Social Media

Start of Contract:                  July 2009 - Present

 

BRIEF

 

·         Market best selling higher education text books through individual Web sites.

·         Target higher education tutors and lecturers.

·         Target higher education users.

·         Increase their brand awareness.

·         Work with the US head office to analyse the existing site and advise on new site.

 

SOLUTION

 

a451 used SEO on each of the best selling text book Web sites to increase the quality traffic to these.  a451 used Social Media campaigns to increase Wiley Higher Education’s online presence:

              

·         Analysis was carried out to find targeted keywords to remain competitive in the industry for each textbook Web site.

·         The technical issues were dealt with via liaising with Wiley’s Web Developers.  Additionally a451 gave advice on site structure and analysed data to report back on how the Web site was working.

·         Online programs to analyse the figures and benchmark the site against previous data.

·         A Social Media analysis was undertaken to determine which social media campaigns Wiley Higher Education should use.

·         A Facebook, Twitter and YouTube Campaign was created.

 

a451’s on-going Search Engine Management service monitors the online marketing effort.

 

 

RESULTS

 

Traffic has increased to each of the Individual Web sites:

 

Wiley Contemporary Strategy Analysis – Traffic Increased by 1,314%. Search engine traffic accounts for 54% of all traffic to the site.

Wiley Managing Innovation – Traffic increased by 114%.  Search engine traffic accounts for 44% of all traffic to the site.

Wiley Marketing Communications – Traffic increased by 180%.  Search engine traffic accounts for 59% of all traffic to the site.

 

The Wiley Textbooks Facebook Fan page now has 722 with good interaction from lecturers.  There are 256 Twitter Followers and the YouTube page has a number of videos published.