Construction Accounting Software - Muli Case Study


Construction Accounting Software

“Loggedon helped our team understand and master Search Engine Optimisation. Their help is vital to our marketing effort.” Ron Skeoch – Managing Director

Muli Management Pty Ltd is an Australian software developer, specialising in construction accounting software and payroll solutions. Established in 1982 the company recently redesigned it's website to reflect a new direction and the latest release of it's software.

The flagship product, Muli, is an integrated software solution providing Project Risk, Accounts and Process Management to clients within Asia Pacific having turnovers ranging from $A2 to $A700 million.

Problem:

Instead of generating sales leads through advertising or events, we wanted our future customers to find us when they “went shopping around” for replacement software on the Internet.

Unfortunately our applications (e.g. payroll, general ledger etc.) appeared generic and were lost in Internet “space” because they were competing with over 31 million web pages describing other accounting software.

Solution:

Michael Pulo educated us on the workings of search engines and provided us with a step by step process to follow - to help us “rank” and be seen by potential customers. Michael & his team worked with us to identify the best search terms to use as keywords in our optimisation of our website and provided us with worksheets and a workable plan for ongoing improvement.

Results:

We chose an initial 15 keywords where initially none appeared within the first 200 Google results.
Within weeks we had 8 terms regularly ranking – and now we have one in regularly in the top 3 free positions on Google.com.au – without paying Google a cent. This success has flowed onto other search engines particularly Bing and Yahoo.


The changes we have implemented have also changed the profile of visitors to our site where now they are more aligned to our target market. This has resulted in actual sales leads.

In addition to these measurable results we also have:
  • an greater appreciation of Google Analytics and can now use the results to tune our website, and 
  • a deeper understanding of additional marketing resources available on the Internet to further enhance our presence.

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