At last we’ve come to the final entry in our series on developing Tererai Trent’s Tinogona website, where we put the finishing touches in place in time for Tererai’s appearance on the final Oprah Winfrey episode on May 20th. And by finishing touches, I mean search engine optimization (SEO).
We always knew that Tererai’s website would need minimal SEO because it had minimal content. There’s an about Tererai Trent and Tinogona page, a page for Tererai’s blog, Tererai’s photos, and a place to buy a Tinogona T-shirt to boost Tererai’s extremely noble cause. So all it really needed for SEO—aside from good writing and cohesive edits—was tightly focused keywords spread throughout the content as well as in the metadata.
About a week or so out from the show’s appearance, we had to alter our original SEO plan due to the fact that Oprah had decided to promote Tererai’s T-shirt sales on SaveTheChildren.org instead of the site we were building. While that relieved some of the hosting pressures from our plate, we have to own up to being a little disappointed at not being able to see the full impact of the Oprah Effect via Analytics reports.
And while we were excited by the direction the Oprah Show went, our new plan was to make sure our target keywords would draw in traffic from those who
- missed that Oprah show.
- forgot what website Oprah mentioned.
- were unable to access the Save the Children website.
- wanted to learn more about Tererai Trent and the Tinogona cause.
We didn’t want to compete with Oprah’s efforts but at the same time, we wanted to be found by those who wanted to look for us.
There were two keyword phrases that we knew we had to focus on the most in order to achieve our goal. These are “Tinogona” and “Tinogona T-shirt.” “Tererai” and “Tererai Trent” are just as important keyword phrases, as well as “Tererai on Oprah” but we also knew that more people would remember the phrase “tinogona” and how to spell that in search engines than they would “Tererai.” So while we kept “Tererai Trent” as an important keyword phrase, we focused stronger on “Tinogona,” and our work definitely paid off.
This screenshot only shows the top 5, and you can see that our site made it to the number 1 spot over Save the Children.
We were also correct on our guess to focus on “Tinogona” over “Tererai Trent,” as five times as many visitors found us using “Tinogona” as they did “Tererai Trent,” and Google’s Keyword Tool showed that there were indeed triple the number of searches for “Tinogona” than there were “Tererai Trent.”
Overall, we didn’t see nearly as much traffic as Save the Children did—93,000 unique visitors to our 11,000—but I strongly doubt that we would have had even this much traffic and these many donations to Tererai’s cause without focusing the appropriate keywords.
And in reality, we’re very proud that we were able to help these 11,000 people help Tererai, as they may not have as easily found before where they could buy their Tinogona T-shirt. And though the traffic was only a fraction of what it could have been, we can’t deny that we were able to see a nice representation of the Oprah Effect via Analytics:
By the way…Tererai has some fabulous new products in her Tinogona Store! If T-shirts aren’t your bag, then why not buy a tote bag or a hat?