Case Study - Planet Furniture
www.planetfurniturehitchin.co.uk
Planet Furniture SEO Campaign
History
Planet Furniture create bespoke handmade kitchens from their showroom based in
Hitchin, Hertfordshire. Their website previously gained over 6000 hits per
month through
Pay
Per Click marketing, securing a worthy supply of potential business. Unfortunately
a high level of "browsing" visitors
reduced their ROI and this proved expensive to maintain.
Objectives
Our objective was to reduce Planet's monthly advertising spend and improve ROI.
We initially began Search
Engine Optimization methods alongside the PPC campaign
to
avoid
an
immediate
fall in potential sales, and raised the profile of www.planetfurniturehitchin.co.uk within Google's natural rankings for specific terms (such as 'handmade kitchen'
coupled with a "style" or a
location).
What we did
We researched and analysed various keyword combinations. We wanted
to attract visitors that were specifically looking for the service
offered. i.e. bespoke kitchens. By selecting a narrower keyword
selection, we were
able to specifically target users that knew exactly what they wanted
and so were a step nearer to a purchase. By eliminating more general
browsing keywords, we were directly able to increase return-on-investment.
By optimising each portfolio section to target the relevant kitchen style, and
increasing the level of carefully chosen inbound links, we gradually
built a worthy list of top 10 Google rankings that link directly
to an ideal example
of the kitchen sought within Planet's online portfolio.
Results
Planet Furniture have maintained a high level of website traffic
through SEO since reducing their extensive PPC listings - eventually
closing the campaign in October 2006. One year later, the website
is gaining 33%
of
the traffic for a mere 20% of their previous budget. Their website
can be found with 117 listings and over 50 different search terms
on page 1 of
Google (top 10), including 'old english kitchens' at no. 1 and
'kitchens hertfordshire' at no. 3*.
(* Proven results as @ 2nd October 2007.)
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