Introduction
In our experience we have found that a lot of companies have the resources to conduct their own SEO but not the in-house knowledge that’s needed for a successful campaign. Our SEO training workshop is designed to give our clients the basic understand and skills that they need to conduct their own SEO.
The team members that take part in our SEO training workshops will come away with more than just a list of instructions. Our aim is to give them the understand that they need to develop their own strategy over time, adding real value to your organisation. However, before they can run, we help them to walk, which means not only training but we also include a technical audit of the website to make sure the website can actually be optimised, as well as a content plan for our client’s team to take away and work through.
SEO training workshop case study
One of our existing clients was struggling to grow traffic. They had a well-designed website that pulled in over 10,000 users per month but growth had flat lined. Added to that while their marketing team was producing content it was not gaining any traction and seemed to be a waste of resources.
This client had the capacity to conduct their own SEO but not the internal knowledge that was needed to grow their website traffic.
In order to help we offered them our SEO training workshop in order to plug their knowledge gap, as well as making sure there were no technical issues within their website holding them back.
This SEO training workshop case study looks a what we did and the results we were able to achieve by working together.
What we did
Keyword research workshop
We kicked the process off with a keyword research workshop. This workshop was designed to do the following:
- Introduce the core principles of SEO to the client team members
- We took time to understand the business objectives and audience of our client
- Worked with those present to define the client’s keywords
This workshop then allowed us to generate two essential reports:
Keyword Research Report
All good SEO starts with the keywords. In order to reach the right people a website needs to be using keywords that are relevant to the business and to the audience of the website. This means each page of a website cannot just “make sense in context” but needs to be focused around a phrase that means something on it’s own. This might be a product or service name or a particular need that a potential website visitor needs filling.
To help us identify what this meant for our client we spend time in the first session discussing who the client is and what they do. We then took the initial soundings and turned them in to list of keywords that could be used for website optimisation and future content.
Content gap analysis
We then used the keyword research to identify where the website has and has not got content talking about each keyword and then recommended what action to take.
This formed the basis of a content plan that our client could follow to ensure that all of the main keywords have a page of content talking about it. This produced a list of actions that our client’s team could take away and work on safe in the knowledge that the new content they produce would be targeting terms that they knew their audience is looking for.
Technical SEO audit
While creating the Content Gap Analysis and Keyword Research Report we will also conducted a comprehensive technical review of their website. This report looked at all aspects of their website to make sure there were no barriers to SEO success in the infrastructure that powers the website.
This report highlighted a number of issues, including:
- Internal 301s
- Hard 404s
- Existing redirects
- Canonical links
- XML Sitemaps
- Un-indexed pages
- Crawl Errors Redirects
- Event Categories and Filtering
- Slugs in the sidebar
- Directory pagination
- Incorrect Meta Descriptions
SEO training workshop
The second SEO training workshop was focused on giving our clients team the tools and knowledge to maintain their own SEO.
In this session we built on the theory and keyword discussion from session one and focused on how to actually optimised a new page. This included how to optimise the following page elements:
- URL
- Page Title
- Page Sub-Headers
- Meta Titles
- Meta Descriptions
- Content Optimisation
- Image ALTs
The results
In the year following our SEO training workshop our client has been producing content based on the content plan that we laid out and optimising the new pages with care and attention and the results have been fantastic.
Traffic from search engines is up 40% but not only that, due to the additional focus that the content is being given, plus the increased frequency of adding new content, all sources of traffic have increased which means that the total traffic coming through to their website has increased by 50%.
