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A Rocket to the Top: Delivering Ranking Results

Beckman Coulter – SEO

1,357,000,000 people in China: SEO continues to play a dominant role in driving massive amounts of traffic. The most popular search engine in China, Baidu, is the first place to market for your business.

WPIC was pulled in to run rescue SEO and Web Kaizens for six of Danaher’s Opcos, including Beckman Coulter. WPIC reviewed goals of Beckman Coulter and the structure of the China digital space to various top-level Danaher teams.

Explaining how SEO and PPC return revenue for Opcos is important for buy in amongst teams. Showing how sales and marketing work together give 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.

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 6 months. A 12-month closed-loop bowler was created, so results could be measured objectively and ROI calculated.

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

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

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