I oversee all Cole-Parmer’s websites, over 230 domains in all, including 10 main sites. We have top level domains wherever we sell, all around the world. I’m responsible for the look, feel, functionality of our sites, everything that drives traffic including paid search, organic search, social media, and email. These days, when people are searching for products, they may skip Google, Bing, or Yahoo, and go directly to Amazon, Ebay, or other niche websites. For this scenario, I run what I call data-feed sites that drive people back to our main site or to other vendors’ sites.
When I came to Cole-Palmer, no one here had prior organic search experience. One of the first projects RankSense did for me was put together an online audit – 220 pages documenting all the extremely technical issues on our website that needed to be resolved. Things like fixing code, adding things we were missing, correcting things we were doing wrong, and so on. The audit generated a 30-point guide of things we needed to do to enhance the technical aspects of our organic search. My team and I spend the next six months implementing RankSense’s recommendations.
Their 30 audit recommendations fixed errors that got our technical back end in shape. But RankSense has done far, far more for us than fix errors. I think of their audit as the beginning of a long term relationship. Now we focus on how to utilize our new online power.