The Swiss Touring Club, founded in Geneva in 1896, is a non-profit organization at the service of roadside assistance. They offer a wide range of services covering all needs related to mobility and travel. The first www.tcs.ch website was established in 2000. Translated into three languages (French, German, Italian), its latest version includes more than 7000 pages.
After the redesign of its website in 2005, TCS hoped to attract more motorists. « It was essential to improve our presence where the public seeks out the products and services we offer »said Yves-Alain Schwaar, Information & Web Services, TCS. Thus, in 2005, the company decided to develop a targeted ranking strategy allowing them to cover the demand of its most popular products.
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Strategic objectives
- Reinforce the public image of the TCS brand
- Attract new prospects and have them discover the TCS offer
- Cover the information grounds for the brand’s strategic categories
Operational Objectives
Identify online demand and the pathway used by internet users searching for TCS services to create an online strategy corresponding to the demand.
- Optimize the ranking and reinforce the visibility of tcs.ch in strategic searches
- Facilitate access to key directories of the site among the selected languages
- Increase qualified traffic on the TCS website
- Maintain the acquired fields covered in the long run while anticipating the evolution of search engine algorithms
« Our objectives were to avoid entering in a logic that depended solely on sponsored links, but instead to favor organic ranking which is more visible and guarantees return in the short, medium and long term. »
René Glaus, Project Manager, IC-Agency.
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Organic ranking process was accomplished by rebuilding the site. Also, certain errors, such as creating the title in flash, are avoided allowing the organic ranking process to limit the space it takes up on the site.
Demand analysis
Demand analysis is essential for an effective ranking. Carried out in the heart of search engines, it identifies the online demand by market while keeping track of variations between them.
To obtain viable results, harvesting requires a little patience: a minimum of one month before ranking begins. That time limit gives the agency time to complete the templates for the new website in construction.
In order to study the online demand specific per market, the foundation of all online marketing actions, TCS used an online IC-Agency's market research technology. The table below explains the main advantages of this technology, compared to traditional market research.
Organic ranking
Changes brought to the technical aspect of the website:
The technical aspects of the site are identified to avoid obstacles for a good ranking, like strategic parts of the website made with Flash, since Flash is not well indexed by search engines.
Changes brought to the content:
Each page is attributed a specific title and descriptions containing keywords used by Internet users. Corrections have been brought to the text to optimize the number of occurrences of the most important keywords.
Popularity
TCS.ch was submitted to large general directories (Yahoo, Google, etc.) as well as specialized directories to increase the number of incoming links as well as the website’s Page Rank. (Popularity index of a web page)
Reporting & optimization
TCS receives a presentation every quarter on its website ranking evolution pertaining to:
The ranking:
- Website’s Page Rank evolution
- Evolution of indexed pages
- Website’s position on search engines
Website’s Traffic:
- Website’s evolution of visits
- Evolution of visits from search engines
- Evolution of number of page views per visits
Reporting conclusions bring new leads for a substantial optimization.
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