Case Study

Brief

To make the products and the man just as sought after.

As a Dragon’s Den survivor who caters for many celebrities with his high-end products, Laban Roomes has no problem directing traffic to his site. N2 was commissioned the task of making the search terms for the products just as popular as the man and his company name, Goldgenie.

There were two separate audiences for N2 to target; consumer retail customers, and B2B with franchise opportunities for the gold plating machines. The main aim was to increase the levels of these visitors to the website and to understand where they were coming from, their demographics and user behaviour.

The main objective of the project has been to ensure that targeted traffic is generated from natural search results using general keywords and long tail keywords. Through a mixture of SEO and user experience testing we plan to do just that and increase the conversion rates. 

Strategy

To understand which keywords would work best for each product, both from Goldgenie’s and an end-user point of view, N2 took the time to assess and understand the business, current visitor rates and behaviour, target audience and competition. All work was undertaken with an emphasis on SEO.

Extensive research on all aspects of the product and industry in the online environment was undertaken to ensure that N2 understood the demographics and trends. This meant that the strategy could be more effectively constructed to give the best possible chance of positive results.

Execution

The first step was to look at the site and ensure its navigation facilities and content were structured and organised to give prime focus to the products. By adding and restructuring content, additional keywords could be defined and targeted at the two levels of audience. Keywords were chosen that would generate revenue immediately, and this is being refined and enhanced as the project continues.

Each aspect of the search engine optimisation process was carefully constructed with a powerful content development strategy, including the addition of some rich media. This was coupled with a clearly defined link building and link acquisition strategy.

Each and every one of the services and strategy will need to be carefully measured and developed with ongoing review meetings and innovative techniques to ensure the website can keep gaining presence and momentum.

Results

Early results have been very promising with an increase in traffic of around 45%. This has been represented by a significant 40% increase from Google organic, 60% from Bing and 50% from Yahoo.

Transactions on the website have increased by around 30% with Google organic accounting for around 52% of the overall website orders.

The website currently ranks on the first page of Google for gold plating, gold plated iPod, gold plated iPhone, gold iPods, gold flowers and many other search terms.