Pixalt

Case Study #1 - La Soga Movie

June 8, 2009
www.lasogamovie.com

Overview

"La Soga" is an independent movie that was shot in the Dominican Republic. Pixalt was commissioned to program the website and optimize it for search engines.

Goals

The goal was to obtain the #1 Google rankings for searches of "la soga" (the film's title) or "lasoga" (a likely misspelling). We had our work cut out for us though - the word "la soga" is a spanish word meaning "rope", and it is very common. As of this writing, it produces 503,000 results in Google. In addition, there is an Alfred Hitchcock movie with a similar name - and it was occupying the #1 spot on Google when this project started.

Tactics

We decided we weren't worried about getting a high ranking for "lasoga" searches. Misspellings are, by nature, not as prevalent as real words and are often corrected by search engines to the right spelling. Also, a high ranking should come naturally with the url (www.lasogamovie.com).

For "la soga" searches, we laid out the following plan:

1. Proper HTML Coding and Keyword Use
   Every site made by Pixalt features SEO-ready HTML code. This allows for content and keywords to be properly indexed by search engines. We made sure to properly use "la soga" and other keywords in a way that will lead to natural SEO increases.
2. Capitalize on Actors' Popularity
   The actors in La Soga all have an existing fan base and online presence. The website therefore has a biography and photo page for each actor that includes pictures and past accolades. If those pages rise in Google results for searches of the actors' names, the site will gain more traffic and rise for other searches.
3. Use Social Networking Sites
   The La Soga producers had already created profiles on FaceBook, IMDB, and other sites to promote the film. Incorporating these profiles as well as Digg, and StumbleUpon links should also help grow the site's popularity.

Result

The website launched in late April of 2009. Within 2 weeks, it obtained the top ranking for "lasoga" searches (the misspelling). For "la soga" searches, it was #6 but rising quickly. By mid May it gained the #2 spot, behind the Hitchcock film. In early June, it took over the #1 spot on Google's search results.

The producers of La Soga have a website that allows people all over the world to watch the movie's trailer. Their website is easy to find because of its top search rankings, which lends credibility to their cause and is helping them build a fan base. The film has been entered into several film festivals, and we will keep updating its progress.

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