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Case Study: Alpha Software

Services: Web Marketing

Nature of Business

Alpha Software is known for cutting edge database software that enables customers to build breakthrough applications and solve database management problems rapidly and easily. The company has been successful in making customers significantly more productive with competing products by providing them with easy and highly productive tools. Alpha Software products have also become the products of choice for a rapidly expanding consultant and developer force worldwide. Alpha Software products help them with the capability to meet clients' needs in less time while delivering a higher quality result.

Issues Faced

Alpha Software wanted to compete with the major players in their industry, i.e., Filemaker and MS Access. Alpha also wanted to increase the brand awareness through the online media and get higher traffic on their product search. They wanted Infinity to identify the best marketing strategy to provide them the right kind of online exposure that is cost-effective too. They have been using e-mail marketing and other online advertising strategies without getting much desired result.


When we started off with the campaign the website was not listed for any of the industry popular keywords/ keyword phrases in any search engines and had no presence in any directories. We adopted our proven SEO strategy covering the following steps to tackle it:

Web Site Evaluation: A thorough analysis of the site from a user and spider's perspective was conducted to check the following: Download Time, HTML and Link tests, Meta Tag status analysis, Search Engine incompatibility study.

Research and Recommendations: Identification of target keyword/ keyword phrase, targeted search engines and directories.

Website Optimization: Meta tag optimization, Content optimization, Code optimization, Suggestion for Internal link structure optimization.

Manual Submission: Manual Submission of optimized pages of the website with selected search engines and directories.

Strategic Link Popularity: A comprehensive program was undertaken to enhance the link popularity of the site.

Maintenance: We continued optimizing the site for new keyword/ keyword phrases as they become relevant to the companies online marketing objectives, and adjust for changing patterns, trends and developments in the search engine world.


In the first phase of the project, they have increased number of visitors on their site. The number grew from 15,000 to 60,000 clicks on their site in a span of 3 months. In the second phase of the project, we were able to generate 100,000 visitors on Alpha Software in the next 3 months. Although the keywords they wanted to surface top on the search engines were too competitive, still we managed to get them the desired results on database software, database design, web database, database management, database development, Filemaker Pro, Access Database keywords. In few most competitive categories like Filemaker, MS Access and Microsoft Access, we were able to make them appear top in the Google thus providing a distinct edge on their competitors. This whole exercise gradually increased the client's overall visibility, which resulted in a direct impact on the client's bottom line.


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