The recent sale of Trade Me to Fairfax Holdings for NZ$700 million has triggered lots of interest in ecommerce and auction websites. What is even more interesting is that Trade Me has achieved this position by marketing itself through non-traditional methods – largely through word-of-mouth and search engines.

This case study examines the impact that First Rate’s Search Engine Optimisation campaign had on the traffic to Trade Me’s site back in 2002. It’s clear that search engines played a significant part in building the traffic and brand awareness to the site.

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