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Company: Cape Plates
Project: SEO Campaign
Dates: Jan 2007 to Dec 2007
How did the project start?
Originally the Cape Plates business model was based on PPC advertising. After successfully growing the business through PPC we decided to invest in a seo campaign in order to achieve good organic listings.
What options did you consider?
The online number plate market is very competitive and our competitors are very savvy in-terms of seo, so we knew we'd have to bring in external expertise. Doing it ourselves just wasn't an option.
What help and expertise did you receive?
We worked closely with two locally-based consultancies to implement a search optimisation plan that included both changes to our website and a link-building campaign.
Did you face any challenges or learn any lessons?
As well as learning a lot about search optimisation generally, we also discovered the power of analytics software (we use Google Analytics) which helps us to increase conversion rates by isolating areas of the website which could perform better.
What are the outcomes and how has it improved your business?
Cape plates is now one of the leading number plate dealers in the UK with great organic listings (page 1 for most keywords) across all the major search engines. As a result we've been able to close our PPC campaigns - saving us 1000s of pounds per year.
What are your plans for the future?
More of the same. We'll be making improvements to the website in terms of both usability and functionality and also continuing with our seo campaign.
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