How Dog Whisperer Cesar Millan Learned New Tricks for His Website Sometimes, paid SEO marketing vehicles aren't enough.
By David Port •
This story appears in the September 2015 issue of Entrepreneur. Subscribe »
In advance of Cesar Millan's website relaunch this past summer, Dave Rogers, vice president of digital for the famed dog whisperer's Los Angeles-based multimedia empire, wanted to ensure that the site's legacy SEO didn't suffer during the transition. The Millan brand had plenty to bark about, with more than 8 million followers on Facebook and the popular Cesar 911 TV series.
But an audit of cesarsway.com, which sells pet products, books and DVDs and offers a wealth of pet-related information, showed that SEO issues weren't the site's biggest concern. Rather, it was suffering from a lack of focused content that, according to Rogers, kept it from delivering on its revenue potential.
The challenge for Rogers and managing editor Rosalia De Azevedo was to find a tool to help leverage their content across multiple digital channels to engage visitors at various points in the purchasing journey. The duo realized that this fix went beyond well-trod paid SEO marketing vehicles to a broader content optimization approach called web presence management, or WPM.
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