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MBA Bootcamp Changes Local Web Search Landscape

Over seventy percent of households in the U.S. use Internet search to find local products and services. We ran a bootcamp where Michigan MBAs used Web 2.0 technologies to compete with a prominent local business for searches on its targeted keywords. Bootcamp sites beat the local company in just under half of the searches and placed on the first page of search results over half the time.

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From May 10 through June 23, 2005, we ran the first High Octane Blogging Bootcamp for 33 MBAs at University of Michigan's Ross School of Business. Our client for the bootcamp, Coach's, served the Ann Arbor and Ypsilanti, Michigan market for disaster cleaning and restoration services. Recent surveys indicate that over seventy percent of households search the web when shopping locally for services such as Coach's. We wanted the bootcamp to demonstrate how Web 2.0 technologies like weblogs and RSS could help better establish a company's search presence to take advantage of this channel. To really push the idea, we informally set a goal that bootcamp participants' team weblogs outperform Coach's site on searches for its own keywords.

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Bud posted this on August 11, 2005 | Permalink | Comments (3) | TrackBack (1)