Lee Marriott - Internet Marketing

Teach An Old Site New Tricks

Tuesday, March 4th, 2008 | SEO: Project | No Comments

Well, ive been given the opportunity to reoptimise a Document Management website that I intially coded 2 years ago. I thought I would share this experience and see how the newer SEO techniques would effect the SERPs and site traffic. Before commenting on the proposed changes I will give you a brief history regarding the site.

Site History

In the beginning of 2006 I was approached by Micrographics to redesign there website and help generate site traffic. After working on the site part-time, the redesign was launched in the second half of 2006. With the addition of over 40 pages, a new design, and the ability to expand it gave the company a valid “footprint” on the web.

SERP’s

The researched keywords were generated geo-targeting the local towns and cities. Up-to-date SEO techniques were used and the site was submitted to forums, directories and link exchanges where possible. Within 3 months the site had climbed up the rankings and was in the top 10 for all geo-targeted phrases i.e. ‘Document Management Leeds’. The optimisation increased the site traffic from 180 unique visitors per year to 180 per month — view site stats. PPC was set up using Adwords, targeting the main keywords for the site. With no SEO maintainance contract the site has remined untouched for more than a year. Until now….

The Plan

Alot has changed over the past 2 years, adopting newer techniques I will show you the direct effect on the live Micrographics site. Here are the proposed changes:

• Longtail Keyword Targeting
• Unique Headers and Page Titles (no keyword spamming)
• Removal of Links Page
• Add a FAQ’s Section (demonstrate understanding)
• Use of No-Follow on Internal Link Structure To Control link juice
• Add Larger page footer indicating benefits.
• PPC changes
• Change content to demonstrate benefits > features.

Once a change has been implemented I will demonstrate how it was acheived and the reasons behind it. Eventually, providing you with statistics that prove how well the techniques are working and any valid changes that were made.

Tags: , Internet Marketing, SEM, SEO