Search Engine Optimisation Project - Improving the Visibility of a Company's Website
Austen Jones' KTP Module 4 e-Business Mini Project
The rank.org.uk website was a highly effective spin-off of the mini-project described on this page. A requirement of the Module 4 e-Business course recently attended was: 'to undertake a mini-project having some definable benefit to the company in the area of e-business'.
Approved Project:
- Boost targeted traffic to the Saftronics website
Purpose / Desired Reaction from Saftronics' Point of View:
- more targeted traffic to the site i.e.:
- (sales) people searching for "motor control centre uk" finding the site.
- (recruitment) people searching for "electrical engineering vacancies leeds" finding the site.
- improved brand awareness within the industry
SMART Objectives:
- To audit the web site of Saftronics and benchmark against those of its main competitors (ranking and structure rather than technical content) and establish current rankings for the selected keyword phrases and associated traffic from search engines (which engines and terms).
- To improve the amount of targeted traffic to Saftronics website from search engines for the keyword phrases: 'motor control centres uk', 'intelligent mcc', 'control panels uk' and 'engineering vacancies leeds' to top 20 position within 8 weeks.
Methodology:
- Achieve management buy-in / obtain approval.
- Determine appropriate keyword phrases are being used (research into commonly sought for phrases?)
- Audit Saftronics site (keywords, ranking, traffic volume, search engines it appears in etc.)
- Benchmark Saftronics site against those of its competitors in terms of performance (effectiveness) rather than look / content.
- Build optimised content / gateway site.
- Submit to relevant search engines / sites.
- Review rankings / traffic and tweak accordingly.
Resources Required:
- Personnel: Austen Jones (liaising with IT and Marketing)
- Time: 3 days over a 2 month period
Measures:
Before and after data should be collected for the following:
- Ranking for each search term in each search engine
- Visitors to site (total / search engine driven)
- Sessions (total / search engine driven)
- Session length
- Online sales enquiries
- Online jobs vacancies enquiries
Analysis of Results:
- Ranking of site for chosen search terms on specific search engines.
- Saftronics site web log (traffic, search engines, sessions).
- Charts of historic hits / pages / sessions etc.
Possible Problems and Solutions:
- Acceptance of submission of web pages to search engines / sites. (Avoid keyword spamming, ensure quality content, ensure content is complete before submit for linking / spidering).
- Time delay between submission to sites and being linked to from them. (Submit as early as possible).
Project Status as of Friday 14th May 2004:
- Management approval of project
- Establish baseline in terms of performance of existing website
- Target search phrases isolated (MS)
- Other relevant keywords highlighted
- Web space arranged and hosting configured
- Database framework constructed
- Template pages constructed
- Optimised page content developed for each target serch phrase
- Site uploaded and tested (follow this link or click the Saftronics image below)
- Site submitted to the main search engines (16/05/04 - specifically Google and Yahoo)
| Saftronics Ltd |
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Please contact Austen Jones with any questions, comments or suggestions.