Posturite

Posturite sells ergonomic furniture and health & safety software. They also offer consulting and training services to help business comply with health and safety legislation.

Posturite's site is full e-commerce enabled and - like many of our clients - it benefits from two distinct, but fully integrated levels of search engine optimisation.

At the heart of Posturite's website is a "keyword" strategy that targets web users seeking a particular kind of provider or supplier when they are not aware of a specific brand that supply such goods or services. This is known as a generic keyword strategy (in this case, targeting phrases such as 'ergonomic workstations').

Deeper in, important aspects of the generic keyword strategy (such as the word 'ergonomic') are integrated into database-generated elements of the site relating to products or product categories. This is known as product/category-specific "arming".

With this system, every category page and every product page on the site is specifically armed with all of the keywords it requires to respond to a search engine queries relating to information or products available on that page.

Doing this automatically. Doing it elegantly is not - and it has to be remembered that arming material ("assets") will also be seen by web users as they make their choice between one search engine result and another. Because of this, a simple list of keywords will not do.

The comprehensive arming on the Posturite site sees it returning solid search engine results (and, therefore, visitors) for a number of product-specific search engine searches (such as 'gold touch keyboard' or 'ergonomic monitor') and category-specific searches(such as 'corner desks' or 'conference chairs').

This kind of arming also adds to the site's overall relevance (e.g. the wealth of related information), thereby improving its response to more lucrative and/or generic searches such as 'data protection act' or 'computer furniture'.