Kitchen Warehouse
Search Engine Optimisation
 Overview
Kitchen Warehouse were launching a large customised e-commerce web site constructed by PerthWeb into a very competitive market space. Whilst for the initial launch Kitchen were happy to pay for a Google Adsense advertising campaign, the web site’s natural search engine optimization needed to be established and maintained.
Solution
There were several key planks to the online search engine campaign for Kitchen Warehouse. Key word research was first undertaken to establish the level of competition and determine what work was required. PerthWeb then optimized key pages for search engines, focusing on major search engines like Google. PerthWeb also ensured that the entire product catalog was designed to be search engine friendly and key word rich for indexing.
Finally, a back linking campaign was established, where PerthWeb researched a number of interest and industry sites, some free and some paid, where a link could be made back to the Kitchen Warehouse site. Not only does this increase general traffic, but search engines like Google can increase rankings based on the numbers of sites linking to Kitchen Warehouse, known as back linking popularity. Within months natural search engine rankings rose quickly, gaining number one rankings for popular words such as Scanpan on Google Australia, and Kitchen Warehouse was able to reduce paid advertisements.
The client were very pleased with these results, as they contribute greatly to the web site’s success. On an ongoing basis PerthWeb performs ranking reports for Kitchen Warehouse on key words, and conducts additional page optimization and back linking research to ensure continuity in high rankings.
PerthWeb also included support for Google Analytics within the web site, allowing Kitchen Warehouse to track the progress of purchasers through the web site, to try and indicate why a sale might not have been complicated, and to see which particular key words resulted in sales. The Google Map service was also utilised to track location of purchasers visually. This greatly helped refine the whole marketing process for the web site and to better target any advertising.
http://www.kitchenwarehouse.com.au/
 |
