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SEO case study

Thanks to search engine positioning, we can optimize the traffic to your site based on demand analysis

The Swiss Touring Club, founded in Geneva in 1896, is a non-profit organization at the service of roadside assistance. They offer a wide range of services covering all needs related to mobility and travel. The first website was established in 2000. Translated into three languages (French, German, Italian), its latest version includes more than 7000 pages.

After the redesign of its website in 2005, TCS hoped to attract more motorists. « It was essential to improve our presence where the public seeks out the products and services we offer »said Yves-Alain Schwaar, Information & Web Services, TCS. Thus, in 2005, the company decided to develop a targeted ranking strategy allowing them to cover the demand of its most popular products.


Strategic objectives

  • Reinforce the public image of the TCS brand
  • Attract new prospects and have them discover the TCS offer
  • Cover the information grounds for the brand’s strategic categories

Operational Objectives

Identify online demand and the pathway used by internet users searching for TCS services to create an online strategy corresponding to the demand.

  • Optimize the ranking and reinforce the visibility of in strategic searches
  • Facilitate access to key directories of the site among the selected languages
  • Increase qualified traffic on the TCS website
  • Maintain the acquired fields covered in the long run while anticipating the evolution of search engine algorithms

« Our objectives were to avoid entering in a logic that depended solely on sponsored links, but instead to favor organic ranking which is more visible and guarantees return in the short, medium and long term. »
René Glaus, Project Manager, IC-Agency.


Organic ranking in 4 steps, based on online demand:

  1. Preliminary analysis of demand
  2. Organic (or natural) ranking: reworking the website’s foundation (meta, descriptions, urls, …)
  3. Website registration in general and specific directories, creation of a link network
  4. Continuous reporting & optimization: allows feedback to the customer, and to obtain new opportunities to refine the strategy


Organic ranking process was accomplished by rebuilding the site. Also, certain errors, such as creating the title in flash, are avoided allowing the organic ranking process to limit the space it takes up on the site.

Demand analysis

Demand analysis is essential for an effective ranking. Carried out in the heart of search engines, it identifies the online demand by market while keeping track of variations between them.

To obtain viable results, harvesting requires a little patience: a minimum of one month before ranking begins. That time limit gives the agency time to complete the templates for the new website in construction.

In order to study the online demand specific per market, the foundation of all online marketing actions, TCS used an online IC-Agency's market research technology. The table below explains the main advantages of this technology, compared to traditional market research.

Organic ranking

Changes brought to the technical aspect of the website:

The technical aspects of the site are identified to avoid obstacles for a good ranking, like strategic parts of the website made with Flash, since Flash is not well indexed by search engines.

Changes brought to the content:

Each page is attributed a specific title and descriptions containing keywords used by Internet users. Corrections have been brought to the text to optimize the number of occurrences of the most important keywords.

Popularity was submitted to large general directories (Yahoo, Google, etc.) as well as specialized directories to increase the number of incoming links as well as the website’s Page Rank. (Popularity index of a web page)

Reporting & optimization

TCS receives a presentation every quarter on its website ranking evolution pertaining to:

The ranking:

  • Website’s Page Rank evolution
  • Evolution of indexed pages
  • Website’s position on search engines

Website’s Traffic:

  • Website’s evolution of visits
  • Evolution of visits from search engines
  • Evolution of number of page views per visits

Reporting conclusions bring new leads for a substantial optimization.


The Results

  • The analysis demonstrates which specific keywords to use for ranking
  • The ranking created a true explosion in the number of visits coming from search engines

The Lesson

  • The ranking process must be based on an analysis to correspond with demand to be effective: take out useless keywords that are not searched for by Internet users.
  • Ranking must be considered at the same time as the site is being created. Why invest in a superb shop if it’s not placed on a street with traffic?
  • Ranking constantly need to be updated: with competition being more aggressive, the efforts needed to remain in the top position continuously increase. Search engines change their algorithms of page ranking which is why a regular update is needed.


Find Out More

« Search engines account for 31% of the traffic to our site. Having the TCS website in the top 10 for most of our strategic keywords, in 3 Swiss national languages, contributed to the major visit increases from search engines. »

Yves-Alain Schwaar, Touring Club Switzerland
Head Information & Web Services


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