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 -

Search Engine Optimisation & Social Media Case Study

Project Background  

Wiley Higher education is a Publisher of text books. The company has seen over two hundred years and in that time business marketing has change somewhat dramatically. The company, wanting to keep up-to-date with these changes, decided to use a451’s experience and expertise to optimise their website’s marketing.

a451’s role

Although a451 is a much younger company than Wiley Higher education, their experience in the Search Engine Marketing sector is unrivalled, hence in July 2009 Wiley beginning a contract with a451.

The first part of the marketing work that a451 do is to research their client’s company. After the research process was over three things could be seen clearly; Wiley’s product, their targeted customers and what areas of their current online marketing strategy needed improvement. Therefore these objectives were decided upon:

Objectives
 
•    Market best selling higher education text books through individual websites.
•    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 the new site.
 
The Strategy

a451 used SEO on each of the best selling text book websites to increase the quantity and relevance of traffic to these. Analysis was carried out to find targeted keywords to remain competitive in the industry for each textbook website.

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 website was working. Online programs were used to analyse the figures and benchmark the site against previous data.

Social Media analysis was undertaken to determine which social media campaigns Wiley Higher Education should use. To increase Wiley Higher Education’s online presence a451 decided upon:

•    The Facebook.
•    Twitter.
•    YouTube.
 
a451’s on-going Search Engine Management Service monitors the online marketing effort.
 
 
Results
 
Traffic has increased to each of the Individual websites:
 
•    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 1572 people liking it with good interaction from lecturers.  There are 256 Twitter Followers and the YouTube page has a number of videos published.
 
Wiley Higher Education has continued their contract with a451 and will continue to see improvement as a result.