FSE Online carried out extensive keyword research to identify suitable keywords that reflected the two separate arms of Crondon’s main business sources: golf, and weddings. Once search terms had been agreed between our consultants and the client, the website’s content was refreshed and re-optimised for better engagement and to encourage users to download the company’s brochure.
We carried out a comprehensive audit that reviewed the website’s design, structure and content. The results assisted the team in identifying problems with the website that were affecting its search performance. Resulting action points included:
- An overhaul of website page structure and internal page content
- Updates to the page navigation system, including internal link mapping
- Identifying/correcting a major server issue which was causing 30% crawl fails
- Transferring the website to a more stable hosting package
- Transferring to an SSL secure site
Social Media Management
Organisation was key to optimising Crondon’s social accounts. With input from the client, our social managers developed a comprehensive social media calendar that noted all of the venue’s upcoming events. Content and media was scheduled for all of the business’s main social platforms – notably Facebook, Twitter and Instagram – to get people talking about the company again. We developed a mix of both promotional posts and reactionary posts to ensure the campaign was engaging and as organic as possible. No paid social platforms were utilised at this stage.
Our paid search consultants reviewed Crondon’s existing Google AdWords account to identify key conversion times. They developed a brand new scheduling structure and amended the client’s bid strategy for effective (and more affordable) ad targeting. Ads were set to appear within a 20 mile radius only, eliminating click wastage and paving the way for more valuable enquiries from the local area.
The ads themselves were revised – the wording was changed to appeal to users with suitable budgets. All copy was split-tested. Remarketing campaigns were researched and managed to ensure we were reaching as many potential customers as possible.