Search engine optimisation is a term that covers a number of practises, ultimately positioning your domain on search engine results pages when targeted keywords are searched for by users. The project looked to target localised areas within Manchester through the use of geographically based keywords, and other SEO methods to improve the user experience of the domain: tallzebradesigns.co.uk

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Below is a selection of the locations targeted in the campaign, aiming to drive more traffic to the digital marketing service lines of Tall Zebra Designs agency such as web and graphic design:

• Manchester

• Chorley

• Bolton

• Preston

• Lancashire​

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To begin the project a number of audits were conducted on the digital agency's domain through the use of third party tools. This gave insight into the scope of work required on the project. Alongside auditing, discussions were held with the site owner to establish the keyword topics that were to be targeted. Keyword research was then performed, expanding from the original list and to assess which pages would best suit which keyword based off of organic monthly search and competitiveness. Once each page of the domain was assigned a keyword and was agreed upon, the implementation could begin on the site.

 

The initial on-page SEO and UX audits identified areas that required development. The amends needed ranged from technical site health issues, to simple on-page elements. Alongside this trends found by the third party behaviour analysis tools installed on the site at the beginning of the project and analytics were studied to identify user experience issues. With all of this data collected, a strategy was formed to implemented the necessary amends across the site.

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Content optimisation was performed using the target keywords earlier established in the project. This included repurposing content on both webpages and blogs using content optimisation software to ensure relevant topics were being featured in the copy. The target keywords would also be used in regular blog uploads in the future to continue the projects efforts.

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A base reading of organic search traffic was taken at the start of the project in order to measure the cause and effect of the work performed on the site. Additionally a project board was setup to monitor further site metrics, in particular the domain's positioning on SERPs for the earlier established keywords. These measurements were monitored through the campaign to track progress.