Case Studies
MEGTEC
Client Overview
MEGTEC Systems, Inc. is a worldwide leader in providing emission control, solvent recovery and distillation systems. They are well known as innovators in designing roll and web handling and air flotation drying systems in the printing, packaging and web coating industries. MEGTEC Systems serves customers internationally with operations in the United States, France, Germany, Sweden, the United Kingdom, Singapore, China, Japan, Australia and India. The company’s products and services enhance productivity and efficiency in the many printing and process markets they serve. For this project and the ongoing monthly Internet marketing programs, Ecreativeworks worked with one point of contact, but the content, functionality and the design of the website was reviewed by many different departments before the final website was implemented.
Project Overview
The project goal was to design a website capable of generating new business leads, driving more traffic from the search engines and enable updating and maintenance of the site in 5 different languages. The website needed to be user friendly and have the ability to archive MEGTEC’s latest news, support bulletins, contact information and their library of photographs.
Site Redesign
In the redesign, MEGTEC was looking for an updated look that matched their new brochures which are modern and up-to-date. Our team was able to create that look easily as MEGTEC already had an impressive logo and concept to work with. They also wanted an open website, a splash of green for their environmental friendly audience and a flash element to draw attention to their products on the homepage.
The navigation was also an important piece in the website redesign. It needed to be reorganized and structured around MEGTEC’s products, services and ongoing customer support. The structuring of the navigation and source code plays a vital role in gaining the optimal visibility in the search engines, so Ecreativeworks was a great fit for MEGTEC’s needs.
Our team decided to structure the navigation in an ‘F’ format, with the most important links in the left hand navigation. Research states that the ‘Hot’ spots of a webpage are the top most parts of the F and the left hand bar that goes down the page. MEGTEC’s products and services are positioned on the left hand side and are consistently present throughout the entire website. The top navigation is for the secondary information such as the About Us, News, Customer Support, Photo Gallery and Contact Us Information.
Within the design, a “contact us” button and “request for quote” button are used to generate leads throughout the website. A subpage of a product or service also has more linking opportunities as there is a right hand information bar with additional information related to each specific page.
Since the initial launch of the website in December of 2007, MEGTEC has consistently made updates to the design elements and functionality of their website. Their homepage and layouts of some of the subpages have been redesigned and we are currently working with them to reorganize their support bulletins to be more user-friendly for their customers. An important aspect of this website and the design is that it has the flexibility to adjust to the client and their customers’ needs. The site was designed in a custom database that allows them to make the updates they need.
Custom Database
Our team felt integrating a custom database into MEGTEC’s site was important for SEO. Our database system allows for multiple SEO benefits including custom page titles, meta descriptions and keywords on every page. The URLs of each page are search engine friendly as well, including keywords rather than numbers and the URLs can be customized further with automatic 301 redirects set up. The database system automatically pulls content into SEO fields when no descriptors are added, which helps with MEGTEC’s large quantity of pages.
Presented in 5 Languages
MEGTEC’s website is the first custom database that we have created to manage five different languages. We worked closely with the client, carefully considering the organization of the database. As a result of our focus, each page of the website for each language can be updated through one page in the administration area. The database was customized for site-wide updates. When an edit is made on the English language site, that edit is also applied to the multiple other language sites. Upon launch, the content on the each website was translated and matched entirely. As changes were made to the English site and translators were not readily available for each small tweak, Ecreativeworks and MEGTEC tracked the changes, and on a quarterly basis, the additional languages were updated. With websites in five different languages and a worldwide presence in their industry, MEGTEC receives visitors from almost every country with Google available as well as the localized search engines in each country. MEGTEC also gathers separate analytics for each language to monitor the traffic for each specific portion of their website.
Ongoing Website Support & Updates
On a monthly basis Ecreativeworks and MEGTEC work closely together making updates to the website to continually advance their online visibility and overall performance. With a site so large and customized, our team constantly tweaks the site to improve usability for those updating the site for MEGTEC and to include more content for the end user.
Internet Marketing Programs
Ecreativeworks’ Internet Marketing team partnered with MEGTEC and the Project Managers from the start of this web project to ensure it was ready for the search engines. Upon launch MEGTEC officially moved into extensive Internet Marketing programs that covered search engine optimization, consultation, social marketing, keyword research, website development, country specific techniques and research.
The MEGTEC Systems website is full of rich content. Our team leveraged the volume of content on the site for search engine optimization. We worked with MEGTEC’s English language site and its international sites to improve keyword visibility online. Through keyword research, implementation and tracking, we have been able to achieve impressive ranking for MEGTEC’s keywords.
We examined the huge scope of MEGTEC’s services and discovered which key terms were appropriate for those areas. Research was conducted to find the terms that would drive the most relevant traffic to MEGTEC. Once the keywords were chosen, the SEO team aggressively began to integrate their work into the site content. Through content modifications like innerlinking, content reorganization and strategic headings, the site’s visibility grew in the search engines.
The internet marketing team also undertook some link building and off site initiatives. MEGTEC continually develops new products and earns accolades in their industry. Press releases announcing MEGTEC’s successes and developments were submitted to online press release distributors. These online news submissions not only contributed valuable links to the site, but they also drove traffic. The press releases were also archived on the site for added content and SEO boost. Ecreativeworks also worked with MEGTEC’s existing off site profiles to enhance them. MEGTEC’s industrial directory profiles were analyzed and recommendations for optimization were made for maximum exposure. Other MEGTEC listings in the industrial search engines were modified for added SEO benefit.
To keep pace with the online evolution into social media, Ecreativeworks joined with MEGTEC to begin a social marketing program. We chose the most effective social marketing techniques like content bookmarking and Facebook and Twitter activity. Through almost daily participation in the social networks like Digg, Delicious, Mister Wong and LinkedIn, we began to see traffic increases. We used MEGTEC’s social profiles not only to drive traffic but to connect with related industry leaders. We monitored activity in MEGTEC’s area of expertise such as solvent recovery and pollution control. We contributed to discussions in those areas through comments and posts.
Ecreativeworks worked closely with MEGTEC’s enthusiastic marketing team. Throughout the internet marketing program we provided consulting services to help MEGTEC execute best practices for website promotion. We educated about many aspects of internet marketing and helped them understand the importance of online marketing for a business.
Outcome
The website development and Internet marketing program for MEGTEC has been and continues to be a great success. In the last year, they have gained over 3,000 visitors on a monthly basis, they have strong keyword rankings and their online conversions have increased tremendously. In February of 2009, MEGTEC had 99 terms in the top 10 positions in the current search engines that are tracked! In 2008, 66% of the traffic coming to the English portion of the website was new traffic and the overall site average for bounce rate was 43%. MEGTEC’s website and online visibility has come a long way since 2007 and they still have room to grow and expand!
Interested? Click here to request more information.
