Strategy: The company began a search engine optimization effort with agency Moveo.
Results: In a little more than a year, Molex has seen a 450% increase in the number of people who arrive at its Web site via search engines.
About three years ago, Molex Inc., a supplier of connectors, interconnects and cable assemblies, decided to revamp its Web site, improving its product search and making it easier for the company to post content online. Then, in late 2008, the company began using Google Analytics and determined that very few people who visited Molex.com arrived there by way of search engines.
“We determined that maybe we weren't doing a good job identifying the words that we wanted to be known for,” said Brian Krause, VP-marketing and communications.
For example, people looking for information about Molex products on search engines would likely get several pages of results about competitors' products, he said. “When I use a search engine, I don't go further than two or three pages [of results],” he said. “So I'm thinking the same thing for my customers. If I'm not on those first two pages, I'm doing something wrong.”
Working with its marketing communications agency, Moveo Integrated Branding in Oakbrook Terrace, Ill., Molex began optimizing its Web site content so it could be more easily found by search engines. “We sat down with product marketing and said, "What are the words that mean the most to Molex and that would drag people back to molex.com?' ” Krause said.
Each month, Moveo provides Molex with an overview of where its keywords are ranking in engines such as and Bing, Google and Yahoo. It also tracks the number of people that the engines are driving to Molex.com.
The increase in traffic has been dramatic, Krause said. “In a little over a year, we've been able to increase the number of people coming over to our Web site from search engines by about 450%,” he said.
Molex also learned something interesting in the process: People coming to its Web site from search engines downloaded more sales drawings and ordered more samples than those who did not arrive via search engines. Visitors who have used a search engine are much more focused on what they're looking for, Krause said, and can be directed straight to a page where they can begin downloading information. “We're seeing a 15% to 20% increase in the amount of content they download versus people who come to the site not through search engines,” he said.
Molex also works with specialized search engines such as GlobalSpec, SupplyFrame and ThomasNet, Krause said.
Molex views its Web site as the center of its marketing efforts, he said, and reaches out through multiple channels—search engines, social media, catalogs, public relations and print advertising—to drive traffic there. “At the end of the day, you want to be accessible and you want to have your content available to the engineer around the clock, 24/7, in any medium they want to work in,” he said. “We're trying to reach out to them and bring them back to Molex.com for content.”