Dell is a Texas, USA based multinational company which develops and sells computers and related technology. It is one of the largest technological corporations in the world. They have pioneered the concept of made to order affordable computers and are known for their innovative supply chain. Dell also offers an excellent after sales service which has increased its popularity with customers. Dell’s main strategy involved a direct sales model where a majority of their revenues came from online sales. They believe that customers like quick and easy access to products, require a lot of time to research the product, gather a lot of information which only a website can provide transparently. Therefore, Dell relied more on their online presence for revenue generation.
Dell’s Business Objectives
As Dell’s business strategy was categorically focused on online marketing of its products and services; therefore, they planned to use SEO (Search Engine Optimization). Dell wanted to streamline all their International websites. Dell’s Global search positioning system was not performing satisfactorily. Dell observed that customers searching for Dell Australia were being shown results of Dell’s websites for France, Canada or other countries and that too on the first page of the search results. This was confusing the customers who were then visiting competitor’s websites. The loss in customers was a huge blow to Dell, whose main revenue source is online sales.
Strategy adopted by Dell
Dell then formulated a SEO based Digital strategy for its Business objectives. They started an aggressive campaign across several countries and implemented strategies which reorganized and improved the search listing, online presence and increased visibility. Dell also strengthened its organic search rankings, increased traffic and decreased its bounce rate. This aggressive marketing strategy led to an impressive Return on Investment (ROI).
Results achieved by Dell
Dell achieved a phenomenal increase in its Keyword rankings and ROI by implementing SEO strategies-
- Dell achieved a 46% increase in organic traffic
- Dell achieved a 177% increase in the number of ranked keywords
- Dell achieved a 1000% increase in ROI
Businesses with an online sales strategy need to concentrate more on local search results to drive relevant traffic to their websites. Customers need to be given accurate and geographic location relevant information about products and services, building location friendly websites is very important. A meticulous keyword research is necessary for SEO and increasing traffic and is highly beneficial for online businesses.
Search Engine Optimization proved to be a beneficial Digital Marketing strategy for Dell. If you also want to master the art of SEO, take our SEO Executive Program.