Search engine optimize
justin haver govacuum
Justin Haver
Company: GoVacuum
Location: Chantilly, Va.

The online market for vacuum cleaners and parts is particularly fierce. Since vacuum retailer Bill Anand opened his online store GoVacuum in 1999, he has constantly looked for ways to improve his company site's search engine ranking. His vice president of sales and marketing, Justin Haver, found that posting product descriptions that target a niche audience helps. For instance, the site sells the SEBO X4 vacuum with a set of high-powered cleaning attachments in a set called the "Pet Edition." To write the product descriptions, Haver hired freelancers through the website Fiverr (where he found one contributor who is willing to write product descriptions of up to 500 words for $5 a pop). In conjunction with other efforts like posting user video reviews of its products on YouTube, the new product descriptions have improved sales "tremendously," says Haver. "With Fiverr, I have a very high success rate," says Haver. "And it's only $5."

  @FortuneMagazine - Last updated August 28 2012 12:06 PM ET
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