Case Study: SEO Campaign Boosts Lenovo's Brand Awareness, Revenues

To address this problem, Lenovo invested time and resources into improving its SEO. The strategy made sense, as SEO had the highest return on investment when it came to affecting the brand — i.e., driving more awareness consideration that elicited quality traffic.

In April 2012, Lenovo launched a global SEO initiative with the help of Covario, a search marketing agency. The move signified a sea change for the technology retailer.