West of England Stabling manufacture permanent and temporary horse stables and shelters to yards around the country. The company was established by the Wiegersma family, home to the world ranking event rider Lucy Wiegersma.
Following Channel Digital’s redevelopment of their website, we were then asked to carry out some search engine optimisation to drive visitors to the site through improving its page rankings in the main search engines.
On- Off- page optimisation
Working closely with West of England Stabling, we first established what their key products are, and which ones they wanted to focus on from a sales perspective. From this, we were able to identify the main keywords and search phrases likely to bring them the best results and the greater numbers of visitors to their site.
With this core list, we carried out on-page optimisation – creating landing pages that highlighted the targeted keywords in a natural way and ensuring that the content was ideal for the potential new customers and 100% compliant with search engine guidelines. Work on page titles and meta data was also updated so ensure we were achieving the best possible click through from the search engine results page.
With optimisation in place, we carried out link analysis to assess the quality and value of links pointing to the West of England Stabling website, using Google’s Webmaster Tools and some additional internal software systems our team use. With Google’s 'Penguin' algorithm updates, links to websites are assessed on quality (Google Page Rank and Alexa Rank are good indicators) and relevance (links from sites covering the same subject and business areas), rather than just quantity. These then contribute to the site’s page rank. West of England Stabling had some quality links in place, and we helped to create additional links from other good, relevant websites.
Social media marketing
We also trained West of England Stabling to use their Facebook and Twitter accounts more effectively as part of their overall marketing strategy, raising awareness about the business online, generating additional traffic to the site and building a community of followers to increase ‘social reach’. Social media marketing is also another contributory factor to a website’s page rankings.
This was a time-limited project, over a 3 month period, and we began to see positive results almost immediately. In summary, at the end of 3 months:
- 23% increase in impressions
- 36% increase in clicks
- Bounce rate decreased to 35%
- Ranking keywords increased from 17 to 30
- Page 1 keywords increased from 9 to 21
- Position 1-3 rankings increased from 1 to 9