Lazy Beds SEO Campaign Case Study (Jan 2010)
Proposed Marketing Strategy
- Campaign launch date – Jun 2010
- Campaign objectives – To improve rankings, site traffic and overall conversion.
- Strategy for achieving those objectives – SEO
- Keyword Research – An extensive keyword research was carried out covering the different site section.
- Brief description of any offline marketing or advertising activity (either integrated with the campaign or running in parallel to it) – PPC
- Target market – Home Improvements
- ROI – Since the launch of the new website traffic and conversion have doubled. Overall conversion increased from 0.61% to 2.67%. All of the different category key terms achieved top search engine positions in major search engines.
Results
On-page optimisation
On-page strategy recommended the following improvements;
- Improving existing title, Header, meta and add site copy
- Copy added across every page of the website
- Strategy also recommend on improving the current homepage layout
- Improve existing footer links
- Most of the strategy phase was implemented quickly although couple of elements are still in progress
- Website re-design was recommended as the current website was not converting
Off-page optimisation
The following link building techniques were used:
- Keyword targeted directory submission each month
- Business directory submission
- Article submission
- Links build from authority business directories & portals
- Press Release (Was recommended but none syndicated during the campaign)
- Client had some good back links from industry specific portals
Reporting
Monthly reporting on:
- Keyword rankings for each section
- Traffic and conversion data
- Key achievements
- Search engine exposure
- Evidence of how successfully the objectives were achieved. Include third-party verification where possible – The site achieved top rankings for key-terms. The site traffic has also improved.
Social Media
- Articles syndicated each month on behalf of Lazy Beds UK
- Products added to Google Base
- Website submitted to Google Local Business centre
