This company are leading the office supplies sector in the UK for enviromentally friendly stationery items, a philosophy central to their trading policy. This means they have to compete with conventional office supplies businesses. It is thus essential to have a suitably large range of equivalent products to compete.
This company have successfully traded in and around their local area for over 20 years. They contacted www.ImproveYourWebsite.co.uk to keep up with the latest technology and grow as a company using a strong online presence.
They initially came to us with an ecommerce site and a low budget to get started with search engine marketing. They were less interested in promoting straight cartridges and office furniture, their initial target was to be found for enviromentally friendly terms.
Tackling the project meant working with an industry standard ecommerce template, which is essentially a big shopping cart. This wasn't going to be an average site to optimise being restricted in the following ways:
There was no possibilty of using PPC like Google Adwords because of the clients ethical policies. This ethical approach was always going to take longer and demand more patience from both the client and us. These limitations did not prevent ImproveYourWebsite from getting results (despite the client having a very limited budget).
To immediately increase the clients visability without using pay per click we uploaded all of their products onto Froogle (Google's merchanting service). This made a small impact on traffic and consequently sales. This kept their operations ticking over while we started our work on the natural search engine listings.
We created pages of optimised content so that we could target the relevant keywords that the client wanted to be found for. After our copywriter created those pages our SEO skills further developed them until they were high enough up the lists to be noticed and ranked accordingly.
Next we built relevant links pointing in the correct manner to enchance those pages on the search engines and undertook a quantity of other "off site SEO measures". By continuing to build on this incrementally, the company's web site crawled higher up the search engine rankings.
After 4-5 months they reached the top 5 pages for the terms they wanted to target, and finally after 7 months they were on Google's top pages for those terms.
At the time of writing (20th Dec 2009) the company can be found on the top page of Google.co.uk for terms such as
And beginning in January 2010 they have asked us to widen their search terms to encapsulate other stationery products. This is how our services are playing a major role in growing the client's business whilst ensuring their central policy is still to remain a "green" company.
When this stationary company asked ImproveYourWebsite to do their SEO, they were asking us to get them to the top page of a very competitive market. With the many global warming campaigns currently in vogue, there is a huge desire for the pounds and dollars of environmentally friendly customers.
There are over 30 million other websites, pages, blogs, and forums all attempting to target these keyphrases. The more competitive the keywords - the more difficult it is to maintain your place on the top page.
ImproveYourWebsite did everything in an ethical manner and the stationary company have maintained those positions since we finished the current contract in March 2009. This is another reason they have came back to us to target other keyphrses in 2010 .