CATEGORY 21: Newcomer of the year
WINNER: Lisa Ditlefsen
Head of search & web analytics,
Base One Group
D
itlefsen returned from maternity leave Recruitment specialists BBT,for example,
two years ago and started a new experienced an increase in traffic of 290 per cent
career.As head of search and web after just two months SEO work on its behalf.
analytics at Base One Group she runs Base One Ditlefsen’s team has also enormously
Search,a dedicated team leading the way in improved Google rankings for clients.
search and site optimisation in the B2B sector. Conference-call provider,Powwownow,was not
At only 29 she is mainly self taught. ranked in the first 500 results but within six
Search is a new discipline and everyone is months of working with Ditlefsen’s team it
learning,but Ditlefsen’s pre-maternity role of achieved first page results on Google for 10
senior account manager provided her with the highly competitive keywords.Within six months
marketing knowledge and she has added to that Ditlefsen had achieved first page results on
an unparalleled ability to use her skills in search Google for the top ten keywords.Site visits to
to drive online results. Powwownow increased by 120 per cent from
Ditlefsen hadn’t been involved in search for March 2006 to November 2006 while organic
long before she recognised that in order to search engine referrals increased by 47 per cent.
learn quickly,she needed to get involved with
Success rate
those who were developing the skills and
Ditlefsen’s ranking achievements are
practice of the discipline.As she started
impressive – she increased organic traffic to
understanding the complexities of the role and
Base One’s websites in six months by:
developing her ideas she became an authority
on the subject herself.
•
570 per cent to Base One Comms
•
604 per cent to Base One Branding
Building a community
•
341 per cent to Base One Interactive.
Search engine optimisation (SEO) is a Ditlefsen’s efforts for Base One itself are
discipline focused on ensuring that a website is testament to her talents.In early 2006,Base
displayed at the top of a search engine’s free One appeared no higher than the third page
listings in order to stand a better chance of of Google if clients or prospects had searched
being visited.Ditlefsen is heavily involved with for ‘B2B interactive agency’.Once Ditlefsen
the global SEO community and launched the had done some work with search,Base One
‘SEO Chicks’online community (www.seo- became number one.Year-on-year revenue
chicks.com) at the SMX conference in Seattle. for this unit has increased by 68 per cent over
As a vehicle for representing and promoting the the last 12 months.She now has 50 per cent
growing number of female SEO professionals more clients and is recruiting more people
across the world,SEO Chicks was an instant into her team.
success.It was awarded a place on the Top People like Ditlefsen are the future of B2B
Rank Blog list ‘Best blogs on the net’after only marketing,not just for their skills but in their
one week,and received over 2000 visits in the commitment,dedication and passion.Search
first 20 days of its existence.Ditlefsen writes may not be as glamorous as art direction or as
regularly for publications both on- and offline, impressive as planning,but it’s new,continually
and is one of the top 30 contributors to evolving and effective.The people leading the
SEOmoz,the world’s leading SEO blog. way and sharing what they learn with others
Ditlefsen and her team have achieved will benefit us all.Ditlefsen is one of those
fantastic results for her clients this year. people,and she deserves to be rewarded.
36
For more information on the winners, go to www.b2bm.biz/awards
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