Highland Fayre - SEO for SMEs Case Study

SUMMARY

• Achieved top 10 Google rankings for 92% of target keywords


• Ongoing increase in ROI


• Technical, content and usability recommendations allowed for increased online brand visibility

SUMMARY

Determined to ensure that their website would drive traffic during key trading periods, as well as sustain the business year round, luxury hamper provider Highland Fayre approached bigmouthmedia to assist them in their bid to:

• Maximise website exposure year round, with a particular focus on key seasonal periods


• Assist the company in reaching its customer acquisition targets for organic search


• Increase ROI and increase in-house knowledge of online marketing

OUR SOLUTION

Highland Fayre’s websites were struggling to gain traffic due to a mixture of technical and content issues. The sites used a .NET platform based Content Management System which had limited capabilities and it was necessary for improvements to be made before the site could be considered “search engine friendly”.

The bigmouthmedia team put forward an approach which focused on essential technical changes, a press release strategy and additional directory enhancements to boost rankings. The bigmouthmedia method included:

• Repairing a duplicate content issue, where two versions of the website were impeding rankings


• Extensive keyword research and implementation strategy aimed at reducing cross-over and increasing the flow of qualified traffic


• Identification of high impact keywords and advice on optimal targets


• Recommendations on content enhancement including the introduction of copy


• Usability recommendations aimed at increasing conversion rates

RESULTS

On implementation of the bigmouthmedia strategy, the Highland Fayre website saw results within a short period of time, achieving number one listings on Google for a number of key terms.

As technical changes were implemented the site became easier for search engines to ‘read’ which lead to improved positions and an increase in traffic to the sites.

• Top 10 Google rankings for 92% of target keywords including ‘hampers’ and ‘luxury hampers’


• Ongoing increase in ROI


• Increase in marketing share and online brand visibility

Highland Fayre continues to work with bigmouthmedia to maintain their current good positions and develop their online presence further.

CLIENT QUOTE

"A couple of years ago, highlandfayre.co.uk fell off Google, almost instantly losing traffic and sales. It was at this point we started working with bigmouthmedia.

They instantly highlighted issues, giving straight to the point actions that we could undertake immediately.

This got us back into Google just before Christmas, our most important time of the year, and they have maintained some fantastic keyword positions since."

David England, Managing Director, Highland Fayre