Success Story: Pony Book Club Gallops
to Top Ten Keyword Rankings
Background
Founded in 1982, Pony Book Club is an international book club dedicated to children who love horses or ponies, whether they own a horse or just dream about them. Members have access to a variety of benefits in this horse-themed community, such as monthly contests, books and gifts, a subscription to PONY Magazine, and pen-pals from around the world.
Challenges
Pony Club views its competition as being the many online clubs and communities dedicated exclusively to child readers. Given the wide range of reading material available to children, the company has long been focused on kids and parents looking for books and clubs related to horses. In addition, the company needs to take into account how it can distinguish itself from sharing a similar name to a well-known athletic brand.
As Pony increased its online presence, it began searching for the best way to lead its targeted customers to the Pony website.
Goals
Pony identified SEO as an important component in driving business to their online-based site. Therefore, the team wanted to focus on finding a low-cost and efficient tool that would not be too time-consuming or difficult to incorporate into its marketing plan. With this tool, the company wanted to select primary keywords that were competitive and targeted to their specific audience, as well as place in the top 10 rankings for their chosen keywords.
Results
Pony ’s keywords improved dramatically within a short time period, with several moving from a 100+ ranking in Google to a #1 ranking. Since then, these high-quality keywords stayed in the number one spot. Overall, the business feels that they made large and positive SEO gains during the time it has used SEO Software from DIYSEO, which will help Pony continue to stay at the top of their market.
“Choosing strong keywords is very important when thinking about On-site SEO. We needed to find a way to stand out among competitor sites. We started with DIYSEO back in April and incorporated our top keywords into the site. Just a few weeks after using the tool, our selected keywords successfully increased and have consistently remained in the top five keyword results for several months now.”
— Erik Bengtsson, Director of Digital Marketing at IMP Inc.
Pony ’s keywords improved dramatically within a short time period, with several moving from a 100+ ranking in Google to a #1 ranking. Since then, these high-quality keywords stayed in the number one spot. Overall, the business feels that they made large and positive SEO gains during the time it has used DIYSEO, which will help Pony continue to stay at the top of their market.
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