Case Study: TopBulb Beckons with Search Engine Terms

“People don’t think proactively about replacing light bulbs until they burn out,” says Bonello. “So it’s difficult to stimulate interest by pushing a message.” Rather, he capitalized on the power of search terms and established TopBulb.com as the more consumer friendly face of Gray Supply.

Company executives brainstormed a list of possible search terms (e.g., aquarium lights, black lights). They then built productivity models for each term to measure performance.