Nikon realized significant
benefits using SEO at a rate more effective than buying expensive ads on Google and Bing where CPCs in this market segment can run as high as $2.40 per keyword. The campaign integrated keyword
research, content optimization, restructuring the Web site using best practices focusing on valuable keywords, and improving navigation to other relevant content on the Nikon USA site. It succeeded in
capturing top Google organic rankings at a rate 26 times higher than Nikon's primary competitor. Nikon displaced their primary competitor on Google for 36 percent of high-traffic keywords, and 37
percent of all keywords tracked for Nikon now rank on the first page of Google.