Case Study: In partnership with Target Displays.
Website SEO and Online shop
One of our newer customers - Target Displays (based in Crawley, UK) have recently undertaken quite a change in the way they work with their internet presence. After intensive discussion and planning the decision makers at Target Displays wanted their website to be a more effective business tool rather than just as an advertising feature for their company.
Target Displays design and supply exhibition and point of sale display systems (roller banner stands, pop up display stands etc) and also provide a printing service for some of the larger corporate companies including: Virgin sports, Canons, Esporta. They have had a website for a number of years to help promote their company but it was never really optimised for search engine indexing and worked only as an addition to the companies advertising and marketing.
We at IC247 sat down with Target Displays and after in depth discussions with them about their future plans, what the competition were doing and what plans they had for the website, we put forward some proposals which included:
SEO of the main website (meta tags, correct coding etc)
More keyword rich text content correctly set out
Online store with buy online functions for their stands
The above products added to Google Product search
A Blog with regular postings by Target Displays and their customers
Extra pages added to aid any website visitors
It was decided that the website would need a lot more interactivity once a visitor clicked onto it and also that the website must be better optimised so that potential customers could find it easier by using search strings in Google, MSN and Yahoo associated with the display stand genre.
The original website design looked great; it was clear, defined and sent out a precise and simple message to visitors. Sometimes this isn't enough for a good fully functional website. It is important that the website is findable by a potential targeted visitor and therefore any website must have the correct ingredients to come up in a search engines results. These ingredients are correct coding (Meta tags), correct set out of descriptions and keywords, keyword rich text and back links.
We went right into how the website for Target Displays was built and optimised it codewise. We also added the Google Analytics tool so that Target Displays could monitor website visitors and utilise the tool for other future campaigns. We wanted to add some extra main pages to the menu bar and rebuilt this so that we could include a Helpful Links and FAQ page as well as an online shop for the top 130 products with buy online functions. These new pages were also optimised correctly but followed the main original visual design of the website.
We work very closely with Target Displays to compile their regular Blog postings and add keyword rich text for their FAQ page and also for the What We Do page and the Homepage. The homepage now has the special offers and a lot more text content and the website itself now is steadily climbing further up the search engine listings for relevant search strings and terms.
We also added all the products to Google Base (Google Product Search) and made some additional postings to Gogle Base Services and sourced some cool links about the display stand and advertising/marketing arena (Wikipedia, Technorati etc).
Every month (minimally) we post a Blog about what the new speial offers will be, what has been happening in the Target Display world and any other news and we have been in discussion with Target Displays about online videos, embedded in their website with feeds to Youtube etc for visual instructions on how to set their display stands up and introductions to the team. We have also just initiated a pay per click campaign using the Google Adwords tool to create more short term interest in Target Displays Special offers.
Target Displays also have a mini website for more information. This website is hosted via the Google Page Creator Tool and has lots more text and pictures and informative help for potential customers.
There are also proposals for an online interactive brochure that shows all of Target Displays products with links to the online shop, videos and more special offers. This type of brochure is one used by some of our other customers and can be emailed out to a customer, printed as a normal catalogue, adds interactivity via links and can also be embedded into a website.
All in all click rates are improving dramatically on Target Displays website and the website is refreshing and a lot more interactive. As with any good website one must plan, improve and look to add functionality and Target Displays now dedicate more time to their internet presence with monthly advert campaigns, directory listings and also more plans underfoot for Intranet systems for them and their customers and three more domains!
Here are the links for you to see some of the Target Displays work completed by IC247:
Target Displays Main Site
Google Products
Google Base
Google Pages
Special offer internet advert example
Target Displays Blog
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