Background

Brindleyplace wanted a new website to increase visitors to the award-winning business and leisure destination located in the heart of Birmingham city centre.

They realised that most of the people visiting their current website already knew about the destination as they were searching for ‘ brand terms like ‘Brindley Place’ and ‘sea life centre’ on Google in order to find the website.

Objectives

Brindleyplace wanted people searching for more generic business and leisure activities to find the website too.

Quite a challenge given the diversity of the potential audience including companies looking for office space, people looking for family entertainment and revellers looking for a good night out!

Solution

First, they needed to known what search terms their target audiences were using to find similar facilities. So friend conducted keyword research, using a ‘long tail’ approach, to find popular phrases that were relevant but less sort-after by the competetion.

Once the target keywords were identified, friend helped Brindleyplace’s web developer’s to search engine optimise (SEO) the new website’s structure and initial content.

However, ongoing content strategy is required to keep visitors returning and the website ranking high in search engines.

We helped Brindleyplace choose a content management system and showed them how to create SEO-friendly content and integrate the site with relevant social media networks.

In addition, friend conducted some initial SEO seeding to make sure that website content was being found and indexed correctly by the major search engines.

Results

Traffic to the site has been significantly increased but more importantly the keywords being used to find it are less skewed towards brand terms and hence we are maximising visits from new customers, as well as returning ones.