Case Reviews

Industry: Human Resources

Category: B2C

URL: www.51job.com

About: 51job (Nasdaq:JOBS) is a leading human resource solutions provider in China, offering a broad array of services in the areas of recruitment solutions, training and assessment, and HR tools and outsourcing services. 51job serves hundreds of thousands of domestic and multinational corporate clients through 26 offices in Hong Kong and Mainland China.

Challenge: 51job was developed as an online HR platform last century. The SEO team felt tough to optimize millions of seo-unfriendly pages when competing for hundreds of keywords on China search engines.

Solution:

• keywords analysis to sort out hundreds of keywords in value priority
• strategy to match 2 structures of business keywords and website content
• working with seo team to optimize the system with keywords

Results: At the final stage of consulting project, 51job became seo friendly system, which operated effectively to compete for those keywords ranking with its pages. The organic traffic from major search engines in China increased 78%. The volume of new resumes doubled meanwhile.

Industry: Web Conference

Category: B2B

URL: www.webex.com.cn

About: WebEx Communications Inc. is a Cisco company that provides on-demand collaboration, online meeting, web conferencing and video conferencing applications. Its products include Meeting Center, Training Center, Event Center, Support Center, Sales Center, MeetMeNow, PCNow, WebEx AIM Pro Business Edition, WebEx WebOffice, WebEx Connect, and others. According to analyst firm IDC, WebEx is an on-demand market leader.

Challenge: WebEx USA had a seo-friendly CRM (content management system) but didn't work well for Chinese SEO. And its PPC campaign in US couldn't be applied correctly on China web. WebEx realized that there existed SEO gap between US headquarter and China branch and needed China SEO consultant to be involved with their organization to eliminate the SEO gap.

Solution:

• SEO training in marketing department of WebEx China
• developing documentation of optimization on Chinese version, helping communication with SEO teams in US
• keywords analysis and copywriting for PPC advertising
• PPC campaign and performance reporting

Results: Amount of "A leads" marked by WebEx increased 46% and "B & C leads" accumulated 37% in additional, while the cost of PPC remained the same level as before.

Industry: US Travel

Category: B2C

URL: www.readusa.com

About: ReadUSA is a Hawaii-based travel agency in USA that provides Hawaii hotels, flights, cruises, vacation packages, targeted on those Chinese from mainland of China.

Challenge: ReadUSA found huge potentials in mainland of China, who liked to travel Hawaii. ReadUSA needed attractive website, but had no idea on how to access Chinese potentials with limited budget.

Solution:

• keywords analysis
• copywriting for USP (unique sell position)
• website development with SEO-friendly CMS (content management system)
• performance tracking and tweaking

Results: The good performance website was developed in 2 months, with dozens of online inquiries. A long term organic traffic, orders and sales was then brought to the China e-business.