Cabela's claims higher Google rankings from proxy A/B site tests

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Interactive marketing consultancy Netconcepts claims it has increased online traffic and e-commerce revenue for outdoor outfitter Cabela's "without ever touching the site."

The Madison, WI-based Netconcepts said it did so using proprietary search engine optimization technology called GravityStream.

Netconcepts understood that Cabela's continued growth depended on increasing its online revenue. But Cabela's had more than 50,000 products -- outdoor clothing and gear for hunting, camping and fishing -- for sale on its site at www.cabelas.com. It could not afford to go offline, even briefly, for a complete search engine optimization project. So Netconcepts deployed its GravityStream technology.

GravityStream allows a company to maintain the current integrity of its site and keep it live while a proxy version of the same site undergoes A/B testing, Netconcepts claims. In this way, a site's existing Web pages can be tested and compared with GravityStream-optimized pages.

After optimizing Cabela's site, Netconcepts reported that Google rankings for 22 trophy keywords improved by more than 20 percent. It also claimed that about 222,000 product-oriented search terms now drive traffic to 43,000 unique Web pages monthly.

As a result, Netconcepts said that Sidney, NE-based Cabela's online revenue increased as a direct result of attaining Page 1 Google rankings for competitive search terms including "compound bows," "bib and coveralls" and "riflescope accessories."

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