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Real MCSE Bootcamps Is ‘Ranking Officer’
on Internet
Company fighting for survival
uses search engine marketing to become fierce rival
In early 2003, John Mills’s business was dwindling.
In a B2B industry of vast growth and potential, monthly
revenue for Real MCSE Boot Camps was modest at best,
and any new prospects came mainly from word-of-mouth
and referrals. Despite its website’s presence
online, Real MCSE was missing great opportunities
for much-needed business because its site was absent
on all major search engines for nearly every commonly
searched keyphrase for MCSE training. For a service
that customers research almost exclusively online,
this absence was financial suicide.
 John’s
mission: survival. He began by attempting natural
search engine optimization in-house, coupled with
an expensive pay-per-click campaign. He hesitated
to hire search engine marketing firm because many
of his peers labeled search engine optimization as
“a black magic industry full of crooks.”
Despite this, John soon realized he would need to
turn to an outside expert. After the first company
he chose failed to fulfill its promises, he Googled
“SEO Atlanta” and called Medium Blue,
desperate.
Despite John’s
already low revenues and nearly-exhausted marketing
budget, Medium Blue was able to offer John measurable
results at rates he could afford. At the outset of
its contract, Medium Blue conducted an audit of the
Real MCSE site, then sat down with John to discuss
immediate and crucial changes that needed to be made.
As the project advanced, Medium Blue was beside John
every step of the way. “They put me into their
process,” he says.
Real MCSE Boot Camps’s search rankings have
skyrocketed along with its revenue, which have increased
nearly 500% in the past year. An underdog in its industry,
Real MCSE now competes on equal footing with companies
100 times its size on the Internet. John’s recent
success has inspired him to launch an entirely new
consulting division of Real MCSE, one which will be
promoted exclusively online.
John suggests that newcomers to search engine optimization
consider it from the earliest stages of their online
marketing endeavors. “Build your site with search
engine marketing in mind,” he says, “otherwise
you’ll end up redoing everything later.”
John’s company will also soon be taking advantage
of Medium Blue’s extended online services, which
include optimized press releases, expert article distribution,
and visitor conversion. With these additional services,
John’s story will likely be even more impressive
next year.
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