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WSI Expert Internet Marketing, a  Colorado Springs internet marketing consulting firm founded and operated by internet expert Tom Kuthy has recently completed the on-page search engine optimization  for  Online Dancewear,  an international provider of specialty dance clothing and accessories for women and girls.

Online Dancewear had made little effort to optimize the site for organic search efficiency in the past. After partnering with Tom, they decided it was time to overhaul the site’s architecture and link structure to increase visibility in the search engines.

The first step in optimizing the site based on existing search volume was to conduct thorough key word research. Through a process known as “semantic mapping”, Tom was able to compile and cluster keywords with similar meaning into major and minor groups.

These key word groups were then mapped to the categories of products already offered by Online Dancewear as follows:

Dance Shoes

Dance Clothes

Dance Costumes

Dance Tights

Tutus

Leotards

Unitards

Dance Bags and Accessories

Capezio

Bloch

Closeout

While some E-commerce sites group products based on “common sense” categories, WSI Expert Internet Marketing took the unique approach of creating purely search-driven categories directly corresponding to keyword search frequency in the semantic map.  The only one of these categories that does not correspond to the semantic map is the Closeout category, which serves a strictly practical purpose for disposing of the client’s discontinued inventory.

The next step in the web site re-work process was to map key words that still contained a high amount of search volume but did not apply to main categories to the product sub categories. Based on the semantic mapping exercise, sub category keywords were easily grouped underneath the primary categories.  In all, the firm has optimized Online Dancewear’s site for 73 keywords as follows:

DANCE COSTUMES
Dance Competition Costumes
Ballet Costumes
Dance Recital Costumes
Lyrical Dance Costumes
Hip Hop Dance Costumes
Jazz Dance Costumes
All Dance Costumes

The new site went live at the end of August 2011, and the engines are rapidly indexing all of the new content.  Preliminary analysis indicates that organic search volume is up as is conversion. During the next six month, off page optimization as well as organic link building should accelerate these trends.