2015 Digital PR Awards: SEO (Search Engine Optimization)

Winner:  Audio-Technica – Amplifying A Legacy Company’s Digital Presence

Audio-Technica is a worldwide group of companies devoted to the design, manufacture, marketing and distribution of problem-solving audio equipment. Initially known for state-of-the-art phonograph cartridges, today Audio-Technica creates high-performance microphones, headphones, wireless systems, mixers and electronic products for home and professional use.

In late 2013, lotus823 partnered with Audio-Technica to offer the company online marketing services, including search engine optimization and content marketing along with full-scale social media management. Through this partnership, lotus823 was tasked with creating a unified, consistent, and searchable brand presence for Audio-Technica on the web.

To fully execute the campaign, lotus823 relied heavily on initial keyword research and analysis to integrate relevant keywords in content found on the Audio-Technica website and social media channels. Keyword categories that lotus823 focused on included: headphones (studio headphones, sports headphones, noise cancelling headphones); microphones (wired microphones, wireless microphones, studio microphones, digital ethernet microphones); gaming headphones (gaming headsets); wireless systems; and turntables.

In addition to using these keyword categories to create optimized website content, lotus823 also performed various SEO-related tasks, including maintaining the blog site, blog.audio-technica.com; drafting, optimizing, and publishing blog content to the blog site; optimizing press releases; maintaining the YouTube channel, and optimizing and uploading YouTube content; drafting recommendations for website changes; social link building, including bookmarking on popular sites such as Digg, Delicious, and StumbleUpon; and monitoring and reporting on website health, including crawl errors, Google Index status, mobile usability, and security threats.

Since the beginning of lotus823’s relationship with Audio-Technica, 260 pages, including blog posts, have been optimized. lotus823 also optimized YouTube videos, which impacted Google organic search results.

Since partnering with lotus823, Audio-Technica's presence on the web has grown exponentially in many key areas. Comparing the first six months of 2014 (Jan. 1– June 30) versus the first six months of 2015, Audio-Technica’s website traffic increased by 37% (1,333,992 vs. 1,831,901 visits). For that same time period comparison, organic search traffic increased by 118% (466,678 vs. 1,122,534 visits).

Honorable Mentions:

•             BusinessOnline - Search Engine Optimization: HP Enterprise Software 

•             Swirl - Kingsford.com

•             TopFire Media - Total Nutrition