With its headquarters located in Stow, Ohio, CPAP USA is proud to offer the highest quality sleep apnea treatment. Mark Brinkerhoff, Founder and President of CPAP USA, has a distinct story which is unique and differentiates him and his company from every other on-line retailer of CPAP products.

Mark Brinkerhoff has sleep apnea and a terrible snoring problem. For years, he suffered because of low energy due to poor sleep. He tried every “remedy” suggested to him, whether it be his friends, family, and/or anyone who heard about his problems. Fortunately, a Respitory Therapist of his told him to get tested and it was at this time he was introduced to CPAP technology and was finally well on his way to better health, productivity, and relationships.

However, certain aspects of purchasing, using and adjusting to the different technologies were difficult for Mark. He visited CPAP stores, spoke with salespeople and other CPAP users and learned as much as he could throughout the years. Unfortunately, he often made purchases that turned out to deliver less-than-stellar results. Worse still, his resources didn’t offer much help in recommending better products for his unique situation.

Mark decided to solve the problem himself by starting up CPAPUSA.com, an online retailer of CPAP products.

When BeSprout SEO began talking with CPAP USA and analyzing data of website traffic provided by Mark, we discovered that CPAP USA was slowly losing traffic. They had rolled out a redesign of their website about 6 months prior to our initial discussions. While the new website design provided a more user friendly structure for customers to navigate through, the website still lacked many integral features to make it search engine friendly. We realized that CPAP USA was quickly fading away on the search engines.

BeSprout explained how SEO can increase their visibility in the search engines and drive traffic to their website – qualified traffic that is more likely to convert. As a forward-thinking, consulting individual aware of his customers' needs, Mark Brinkerhoff is constantly innovating and rolling out new product lines. Being found in the search engines for each of his products helps them get in front of prospective customers as well as communicate to current clients searching for sleep apnea and CPAP products using a search engine.

For this project a few of our strategies were particularly important:

Keyword Analysis:

After thoroughly understanding the types and products and services offered by Mark Brinkerhoff and CPAP USA, the BeSprout team set out to research terms that were very general in describing this industry as well as focusing on specific keywords related to the actual products being sold in order to attract the most qualified traffic seeking CPAP USA’s product line.

After BeSprout selected keywords and phrases based on keyword research, competitor and industry research, and the client's own sales process, we monitored the rankings and traffic levels to see what terms are driving traffic and if conversions are increasing. This information allows BeSprout to determine which keywords / phrases are effective and let’s us identify other terms that we should possibly target to replace those that are underperforming. We also use this information to provide ideas on new pages that should be created to address a particular topic.

Website Navigation and Code Enhancement:

As described earlier, although CPAP USA’s website was recently redesigned prior to partnering up with BeSprout, a search engine friendly structure was incorporated during that process. Although the website designer did a good job of putting Mark’s products and services on the website, BeSprout had to make the website easier to navigate by the end user and to produce a search engine friendly design. Search engines rely on specific coding called “title” and “meta” tags to collect information about each web page’s content. BeSprout had to revise the tags on a per-page basis to ensure search engines can find and evaluate all of the content on your website.

Working with BeSprout SEO, CPAP USA has increased visitors to their website, increased their rankings in the major search engines, and increased sales.

Site traffic on their website site increased from 39,060 visitors (traffic from June 1, 2006 – May 31, 2007, a 12 month period prior to SEO) to 79,258 visitors (traffic from June 1, 2007 – May 31, 2008) which represents a 103% increase in traffic. Similarly, pageviews has increased from 170,279 to 395, 299 for the same period described above. This represents a 132% increase in the number of pageviews for this period.

As a result, sales have substantially increased year over year by 37%.

*data last updated June, 2008