SOUTH WINDSOR ARENA (HOCKEY1.COM) CASE STUDY

Client: South Windsor Arena / Hockey 1
URL: www.hockey1.com
Industry: Consumer Sports Equipment
Project Type: Organic Search Engine Optimization

South Windsor Arena / Hockey1 is a family owned business since 1971 and is the largest single location hockey retailer and wholesale distributor in the country. Hockey1 carries hockey equipment from all the major manufacturers including – Bauer, CCM, Eagle, Easton, Graf, Itech, Koho, Jofa, Mission, Nike, Reebok, Sherwood, Tackla, Vaughn and WSI.

Overview:
South Windsor Arena / Hockey1 came to Service Internet Solutions to help them improve their search engine penetration and position. Their website, developed using asp, a sql backend database and pull-down menus for navigation, had a limited number of pages indexed and was suffering due to its’ graphical design and limited optimization.

Project Objectives:
Increase, significantly, the number of URL’s indexed by the search engines Achieve top 10 rankings for top industry phrases like “goalie equipment” Achieve top 10 rankings for manufacturer specific industry phrases like “ccm apparel” Achieve top 10 rankings for product specific phrases like “Bauer Pants - 6000 JR”

Initial Rankings:

Service Internet Solutions Strategy:
Service Internet Solutions developed a customized program to address all of the South Windsor Arena / Hockey1 objectives. Initially we conducted extensive keyword research and competitive analysis. We also identified several code level and database issues and worked with the site developers to implement recommended changes to standard search engine friendly architecture.

Our next step was to implement the optimization of product categories, manufacturers and individual products and working to develop keyword rich content.

Accomplishments:
The client is very pleased with the results of the project. They have seen a 3000% increase in Top 5 rankings and have seen their total pages indexed in Google go from less than 100 to over 1000 and have 49 Top 5 rankings in Google.

Final Rankings:

• 5 on Google for “goalie equipment”
• #8 on Google for “ice hockey equipment”
• #1 & #2 on Google for “ccm apparel”
• #1 on Google for “Mission blades”