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Background:
This website design and search engine optimisation case study provides information on the background to and implementation of a website revamp on behalf of Renaissance Security Ltd. by The DG Group.
The Requirement:
The DG Group was approached by Renaissance Security to redesign their website. The reason for this was to improve the visibility of their site, which could not be found for anything other than a direct search for their business name. The reason for their poor visibility in searches was because of two key issues:
- Their website was designed entirely in Flash.
- Their website had no optimisations applied whatsoever.
They also wanted to be able to more easily update the content of their site. However, they did not want to deviate from their current design, but rather wanted it simply ported to an implementation that they could manage and one that would be more visible to the search engines.
The Solution:
The DG Group firstly created a pure HTML version of their website design and abandoned the Flash design entirely. We then attached the design to our in-house built content management system, which provides better support for website optimisation as well as being more secure than the open-source CMS systems available today.
With the new website structure ready and waiting for content we set about implementing complete content optimisation. This started with in-depth keyword research, which identified the most popular and relevant keywords for us to optimise the website for. From this list we did the following:
- Domain Name
We found the terms "Doormen" and "Bouncers" to have a high monthly search volume and so we registered the domain www.doormennotbouncers.ie. This was implemented as the primary domain for the site with www.renaissancesecurity.ie implemented as an alias domain with a permanent redirect to the primary domain. In this way their primary domain contained two very highly sought after keywords, which can help in having your website rank well.
- Metadata
The client wanted a base level of SEO implemented and as such we created two sets of Metadata. The first was for the home page and the other was for all other pages. In this way the home page would contain unique metadata.
- Page Naming
The keyword/phrase list was again used to identify phrases and words that could be used for the page names. In this way, rather than naming the services pages generically as "service1.asp" and "service2.asp", etc, we named them "door-supervisors.asp" and "events-security.asp", etc. This is also a factor in having internal pages ranked.
- Home Page Content Optimisation
Finally we used the keyword list in the homepage metadata to create keyword-rich text on the homepage. This involved building the keywords into the most important elements of the homepage, such as the main title of the page, creating a number of subtitles and also throughout the body text.
We also took the opportunity to include more imagery throughout the site to enhance the clean design as well as simplifying the navigation with a permanent left-hand services menu, which also makes the services offered more prominent.
The Results:
From a design perspective, at first glance, a visitor to the new site would not notice that anything had changed. However they would ultimately find it easier to navigate and that pages loaded faster.
However, the biggest change is in the site's online search visibility. For example, the main keyword we were targeting was "Doormen" and where previously the website was nowhere to be found, the new website can be found (as of Dec 2010) in position 1 of page 1 in Google (For Irish Searches).
They also appear on the first page results for terms like:
- Nightclub door security (#2 & #3)
- Nightclub bouncers (#8 & #9)
- Bar door supervisor (#1)
- Door Supervisor (#6)
- Nightclub door supervisor (#1, #2, #3)
- Nightclub security (#6 & #7)
- Bar security (#2)
This is an excellent result for the basic level of optimisation implemented on this site and the effects in terms of phone calls is being felt by the client.
Summary:
We are delighted with the results in terms of design, implementation and ranking achieved in this project and we wish Renaissance Security every success in the future.
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