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Outdoor Camping Store - Case Study
Stage 4 Marketing Campaign
Search Engine Optimisation (SEO)
As with marketing any website on the Internet it is imperative to do the basics. Search Engine Optimisation provides you with the core traffic that your website will thrive from. Search Engine Optimisation is a method of presenting all of the information on the website to the Search Engines so that when someone searches for your product the Search Engine knows that your website has the relevant information and displays it to the searcher.
Kinetiq Media has made Search Engine Optimisation its core business from the very start. The years of experience in this field really showed when on the day after the site was launched Google had included all of the sites pages in its index and the first online sales were made.
Thanks to the ground work carried out by Kinetiq Media's SEO team Outdoor Camping Store really hit the ground running and in the first week of business sold £3,500 worth of camping equipment, an impressive achievement in anyone's eyes.
The SEO campaign is an ongoing process due to the nature of Search Engines. Search Engines work using algorithms to decide how websites ranked. The Search Engines are constantly changing/improving these algorithms to maintain the relevancy of the results in their listings. It is because of this and the fact that many of the other websites are using SEO to climb up the listings that SEO has to be seen as an ongoing long-term strategy. As the SEO campaign continues so will the growth in core traffic and sales.
PPC Campaigns
Pay per Click advertising is an integral part of Search Engine Marketing. It is a great way to support your SEO campaign and delivers fast results.
Commonly, Google Adwords and Overture are the two best vehicles for a PPC campaign. The lead-time for an SEO campaign to deliver results can take a few months. A PPC can be switched on in hours and results are quick.
However, from our experience, the conversions delivered by PPC is a lot lower than a Search Engine Optimisation campaign, because of the search engines the adverts are displayed on. Also, cost of acquisition of visitors is a lot higher than SEO, and therefore should be used to bolster the solid foundation an SEO campaign gives you.
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