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The Results
Paid Search
A full audit was carried out on the existing paid search campaign and a number of issues needing attention were identified. The main problem was the lack of tracking code on the website so performance could not be analysed. This was corrected as well as:
- The creation of multiple adverts
- Review of existing budgets
- Creation of a more structured campaign including campaign adgroup structure
- Creation of more ‘sales’ focused adverts
- Research and addition of keyterms to the keyword list
- Addition of ‘negative keyterms’ to the list to prevent unwanted clicks
- Mirroring campaign in Yahoo search
Search Engine Optimisation
As a longer term strategy it was proposed that the website was optimised for the search engines.
When commencing work on the website it became apparent that the third party software that powered the website was not flexible enough to fully support the optimisation work needed.
This resulted in Affinity i-Marketing changing the role from actually carrying out the search engine optimisation to a consulting role, working with the third party on how to develop their software into a more search engine friendly platform.
Areas worked on included:
- 301 Redirection issues
- Not having the ability to add unique meta data to pages
- Not able to produce dynamic sitemaps
- Not able to produce XML sitemaps
- Not able to install 404 pages
- As each issue was addressed the website moved up the rankings for the keyterms
The Results
