Case Study: National Floors Direct

Based in the Boston suburb of Avon, Massachusetts, National Floors Direct provides next-day installation on carpet, hardwood, and laminate floors throughout the mid-Atlantic and New England regions. Strongly committed to providing their customers with great service, National Floors Direct provides only the top quality, name brand products that include expert installation and outstanding customer service at the lowest price.

Before working with Digital Assembly Line, National Floors Direct faced an issue with a number of unwarranted complaints showing up in natural search results. As the best defense against dishonest information on the web, Digital Assembly Line launched into search engine identity management (SEIM) for National Floors Direct in December 2008. At that time, seven out of 10 natural search results for National Floors Direct were negative; today, DAL has reduced this number to two out of seven negative natural search results. DAL assured National Floors Direct that the process to move negative pages low in search engine rankings would be a three-quarters of a year to a year and a half long process, and so far, DAL has rid National Floors Direct of five of their original seven negative search results.

To improve SEIM and bolster DAL's full search engine optimization (SEO) for National Floors Direct, Digital Assembly Line built multiple sites for National Floors Direct, including www.888400floor.com and www.888400floor.tv to support National Floors Direct's heavy television ad campaign. DAL also took over the maintenance of the existing National Floors Direct site and added a resource center full of useful content and perfect for the SEO campaign. DAL also took over the Pay Per Click (PPC) campaign management. Since DAL took over the PPC campaign, the National Floors Direct traffic has increased by 7 percent, and the www.888400floor.com site has seen a monthly 10 percent increase in traffic since its March 2008 launch.

National Floors Direct is currently in the process of deciding whether they'd like to keep their original website or operate from the new 888400floor website. DAL will assist National Floors Direct in this decision come late fall or early winter 2009, once the SEIM process has been completed. Originally focusing on the New England market throughout Rhode Island, Connecticut, New Hampshire, Massachusetts, and southern Maine, National Floors Direct recently expanded into the Baltimore and Washington DC market. Today, National Floors Direct operates as far south as Fredericksburg, Virginia, up to the Pennsylvania line and as far west as Charlestown, West Virginia. The company also opened a second location in Elkridge, Maryland, located between Baltimore and Washington, DC. What's more, National Floors Direct recently became an official corporate sponsor for the Boston Red Sox and corporate supplier for the Boston Bruins and New England's entertainment venue TD Banknorth Garden.