Visit Somerset
The Brief
Tickbox were asked to provide SEO consultancy and training services to Visit Somerset - the official destination management system for Somerset tourism.
Visit Somerset wanted help to identify their SEO strategy, practical guidance on how to implement their strategy and staff training to help them with their own internal, ongoing search engine optimisation.
Our Work
Working in a highly-interactive workshop format, we helped Visit Somerset identify an SEO strategy that directly supported their overall marketing aims, as well as helping them define the overall purpose of any SEO campaign and set in place rigorous analysis to help measure it's success.
We not only identified the keyphrases and words they needed to target, but gave them the understanding of how to identify, measure and define keyphrases and words now and in the future.
We set out the importance of conversion, and how to define and measure user behaviour in relation to SEO to ensure that any search optimisation strategy goes beyond a narrow focus on search result position and into conversion levels and user satisfaction.
Our workshops were backed up with practical SEO work on Visit Somerset's behalf, and we produced a user-friendly guide to help any Visit Somerset staff implement our recommendations now and in the future.
Essential to any SEO project is an understanding of the relationship between the user, the search engines and the website. Our focus was not simply on driving traffic to the site, but much more importantly bringing in the right traffic and ensuring the site and the organisation's overall marketing strategy worked hand-in-hand with their online marketing push.
The Result
In a nutshell, a very happy client and a nice, unsolicited testimonial:
"I think I can speak for all of us yesterday in that we all really enjoyed it and got a lot from it. In fact I got exactly what I wanted from the whole exercise and more.
For me it was never really about establishing what our keywords should be (in many respects we already had a good idea what words were important).
What it was more about was understanding the structures, strategies and process we need to put in place/go through to not only determine and prioritise our keywords but then how best to optimise the site for them given our limited resources.
"John gave us lots great practical tips and hints yesterday that will really help us do that. In addition you’ve also helped to put the whole thing in a more strategic context that is helping me to visualise things better and plan my own time more effectively. I said to the others yesterday that this training has also really helped me in terms of confidence too.
So thanks for all your efforts with this work. I think its going to prove really invaluable".
