Beckman Coulter - WPIC Marketing + Technologies

Initiative

SEO continues to play a dominant role in driving massive amounts of traffic in China. The most popular search engine in China, Baidu, is the first place to market your business.

WPIC Marketing + Technologies was engaged to run rescue SEO and web kaizens for six of Danaher’s companies, including Beckman Coulter. WPIC reviewed the goals of Beckman Coulter and the structure of the China digital space to various top-level Danaher teams.

Business Problem

Explaining how SEO and PPC return revenue was important for buy-in amongst the teams. Showing how sales and marketing work together gave clarity when developing lead definitions, closed-loop reporting, and technical concerns. All in all, the SEO keyword brainstorming sessions led to over 1,000 keywords from the Danaher teams.

DETAILS

Solution

WPIC then performed keyword analysis for search volume, ranking and competing bidders, identifying low-hanging fruit. A finalized keyword list was developed, along with an action plan to sustain and grow for six months. A 12-month closed-loop bowler was created, so results could be measured objectively and ROI calculated.

Result

This ground-up approach to China SEO pinpoints opportunities and builds synergy between departments.

WPIC was also appointed as vendor for 15 of Danaher’s companies for web infrastructure, design and development, eCommerce, PPC, hosting, Tmall management, and custom CDN development.

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