National Geographic Channel
How Good Quality Content Can Increase Visitors to your Website
Brief: To create exclusive online content for the National Geographic Channel website to support and promote a series of TV shows airing on the channel in February 2009 surrounding the bi-centenary of Charles Darwin’s birth.
Requirements: The content should be relevant to Darwin and evolution enthusiasts, be in-keeping with National Geographic Channel standards and be exclusively available online to act as a ?pull? factor for TV audiences to visit the website.
Solution: Blighty SEO proposed an interview with world renowned scientist and leading evolutionist Professor Richard Dawkins. As a TV Channel and to encourage TV viewers to visit the website, the interview would be filmed for web, in addition to a text transcript appearing on the website.
Why Professor Dawkins?
Dawkins expertise on Darwin and evolution fit perfectly with the criteria and standards expected of the National Geographic Channel. In addition, Blighty SEO believed that an interview with Dawkins would act as a significant ?pull? factor to the website from TV; would drive website visitors in general and, as his views are highly divisive, an interview would spark considerable debate online – in effect creating the ?online buzz? that can drive large numbers of relevant visitors to a website.
- Blighty SEO contacted Professor Richard Dawkins to arrange an interview.
- Researched questions & produced ? in conjunction with National Geographic Channels ? 5 short, web friendly video interviews.
- The video transcript and text headers were placed online and optimised for search engines
- Online ‘seeding? on social networks, message forums and relevant Richard Dawkins/evolutionist websites
Short Term Results
On launching the videos traffic to the National Geographic Channel website doubled in the first week with the Dawkins videos out performing all paid-for marketing activity. Page views per visitor increased to three times on average and time on site increased by 2.21 minutes in total across the website. As well as achieving significant online traffic the videos achieved an important branding function too as the Darwin series of TV shows achieved higher than expected viewing figures.
The Dawkins interviews still drive visitors to the website today ? and will continue to drive relevant visitors, receptive to the ?Live Curious? brand message of the National Geographic Channel, as long as they remain online. The Dawkins videos accounted for close to 3% of all total visitor numbers to natgeochannel.co.uk in the period February ? November 2009, with an average time on site 66% higher than the rest of the website and a bounce rate of just 31%.
The Longtail of Online Content
The Richard Dawkins videos show how all areas of online content and search engine optimisation techniques can come together to create lasting long-tail benefits and drive relevant unique users to a website.
The 3 crucial steps undertaken by Blighty SEO were all required in order to achieve the relevant results of short term high level traffic and the long-term benefits of continued visitors and higher page ranking.
- Create relevant, interesting online content that targets a specific demographic
- Research relevant keywords and optimise written content for search engines
- Generate relevant inbound links from targeted websites and social networks
Let Blighty SEO drive relevant users to your website today. Discuss your website requirements with us today, get in touch now: e-mail: firstname.lastname@example.org tel: +44 (0)1753 859 588
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