Sloan Implement Company needed a channel to keep visitors on their site and drive more search engine traffic. Their site was not ranking well on targeted, equipment related keyword searches because their equipment inventory was maintained on a separate domain.

For this situation NPS enhanced their website to browse, query, and view detailed information about the available equipment inventory held by Sloan Implement.  The development added a fully automated system that constantly updates content to their site from an XML feed of their external managed equipment inventory data. NPS fetches the XML file, parses the data, and outputs the HTML for the display on www.sloans.com. The programming methodology ensures quick page load speeds and no site down time to refresh the XML data.

The new development greatly improved the performance goals desired by Sloan Implement. As compared to pre development web statistics, site operation improvements are as follows:

  • Traffic from Search Engines:  + 14%
  • Visits:  + 6%
  • Pageviews:  + 182%
  • Pages/Visit:  + 167%
  • Bounce Rate:  - 33%
  • Average Time on Site:  + 36%

On top of the website statistical improvements, the search engine ranking for the targeted, equipment related keyword searches also improved dramatically.  For example, www.sloans.com went from not on the top 10 pages for the term “john deere 5055d” to page 1 on Google in less than a week.  This improved search engine placement will help drive a greater number of targeted customers to their website.

XML parsing Development

product features gallery with jQuery

The "search used equipment" development launched on April 8, 2010. Headquarted in Assumption, IL, Sloan Implement Company is one of the largest John Deere Dealerships in the world.

If you would be interested in discussing how Norlight Professional Services can assist you with a website redesign, SEO, usability improvements, or a custom application please contact us: nps@norlight.com; on Twitter @nps_norlight; facebook.com/nps.norlight.