‘Lucky’ Super 8 Hotel Case Study

In Japan, the word shi means both “four” and “death”, which makes the number 4 unlucky. But the word faat means both “8” and “prosper”, so is a lucky number. Certainly the number 8 has worked out well for Super 8 Hotels, the world’s largest budget hotel chain. (The origin of the name is actually the original price of a room, which in 1974 was...
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SEO Case Study: A Costly Error

CASE STUDY: High Profile Site Loses Traffic After Launch SunGard is one of the world’s leading hosting and IT companies with 75,000 customers in 70 countries and hosting server farms around the world. During a migration to a new website, SunGard witnessed a huge “mysterious” drop in website traffic. Examining the problem I found that the source was a common simple error in how pages...
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Fixing My Son’s Favorite Business

This project was inspired by my 4-year old whose favorite place in the world was this huge indoor “Jungle Jim” type facility with slides and ball pits, and swings and all kinds of places for him to burn off energy. It was also inspired by my love of morning coffee, dislike of wet feet, and frustration at a good thing that could be great. The play facility is called “Jungle...
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A Gift Basket of Website Customers

Gift basket companies operate in a highly contested marketplace. Winning top search ranks is crucial to getting more customers including local customers as well as those from far away seeking to send a basket or gift in another town. Complete SEO and Site Change Program For Goody Baskets, I created a search optimization plan (SEO), wrote new product descriptions and site content, and led the...
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Cleaning Company SEO

The House Whisperer provides high quality cleaning, organizing, and maid services through a partly rural area covering many adjacent small towns. Like many small businesses the company needed good advice about their Internet marketing in addition of course to more customers through search engine optimization. Since the cleaning company wanted a new website, I connected them with a reliable...
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Social Media Newbies: What to Say?

So you have a Facebook page set-up for your business, or a blog on your new website – but now what? What do you say? Some people would answer that with this: say anything. For getting started, that might not be bad advice. If you’re new to social media, you’ll learn fastest by doing. Trying things, working it out. Saying something – anything – is better than saying...
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Ski Resort SEO Case Study

This ski resort case study is a decade in the making and could be many pages long (I’m working on a blog post about ski resort digital marketing). While it’s focused on SEO, there’s a lot of Content Strategy that made the SEO rock – and dominate a large set of terms. I have worked with the Mont Blanc ski resort for over a decade, doing thier SEO (keeping it on top of...
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Specialty Writing for Merck

Pharmaceutical companies put a great deal of effort into creating high-quality information, education, and training tools. Project Direction I led several successful projects for Merck US and Merck-Frosst (Canada) including patient education website development, physician education, and management and sales training tools (both web-based and CD-ROMs). Content Creation: Writing Projects I also...
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