31st July 2010
Placement
USB Flashdrive
While I was on placement I played a key role as part of the Search Engine Optimisation Team. We split our approach into three areas of focus, splitting performance optimisation into these areas applies to most sites. First we setup and configurerd Google Analytics, Google have created their analytics software to work with other key tools provided by Google. Even though the analytics software is free it takes a skilled person to set the tracking up correctly so that you will get useful accurate data.
Having analysed the analytics data we used a mixture of directory entires to increase incoming links from external sites and also a well managed Google AdWords campaign. Google AdWords must be constantly managed as you can waste alot of money on negative rankings, this is when someone searches for something which you do not sell and your ad appears thus costing money when clicked.
On top of the first two sections we used Website Optimiser to see what people were actually looking for, what keywords worked, what combinations of words and titles, we started to change a few bits of content and the results were seen in the analytics tracking. Online sales enquires up by 50%, the cost-per-conversion was down by 44% and the number of people asking for quotes went up to twice the industry average.
Read More
