SEO Case Study

The Client's situation when they came to us:

• They wanted to grow their business significantly & wanted to find the right partner to work with on their Internet marketing.
• Business intelligence on sales was good but online marketing data and hard to interpret.
• They wanted to develop the site themselves with their own resources so were looking for a training element as well as a level of implementation.
• They wanted reassurance that we would deliver positive results.

Our Approach:

• Through discussion with the client we got a clear understanding of what the client wanted to achieve with their website in the short and long term.
• We conducted an audit of their current site and website traffic which allowed us to set baselines and determine what on-page and off-page issues needed to be resolved in order to be in the best position to get the outcome they desired.
• We prepared a Internet Marketing Strategy Plan that set out the roadmap for success - each action point was assigned to the relevant party and it also served as a training and reference document for future development.
• We introduced effective website analytics so that the client could monitor our work through tracking results and also learn from this data to inform their future decisions.
• We advised on on-page optimisation across the whole site and implemented specific optimisation on an agreed section of the site.
• The initial implementation was followed by continuous improvement of the section we developed and monitoring the performance of the whole site.
• We maintained a consultancy and training role throughout so that we could support development of the site and guide our client through the myriad of options so that they made the best decisions.

The results:

• Once our work was implemented and the changes indexed in the search engines there was an immediate increase in search engine ranking positions (SERPs).
• With the marked improvement in the SERPs came an upturn in traffic to the site (see graph below) the result of which was an increase in sales.
• The combination of more effective analytics and attention to agreed key performance indicators meant that efforts were concentrated on identifying and improving the areas that best converted to sales.
• Training of in-house staff resulted in old pages being optimised for a specific audience as well as new content being developed to target researched key phrases. This continues to contribute to improved rankings, increased traffic and increased sales.