Timeline: May 2015 to Mid-Sept. 2016
Budget Constraints: $ Low budget for a $$ medium budget project.
Overarching Purpose of the Project: We were tasked to increase traffic to the site during Darlene's slow season, with no prior analytics data to compare, no prior organic SEO elements implemented (on & off site) and starting with a non-mobile responsive website. We must created a plan of action in order to achieve the goal while keeping in mind we are on a small budget for a project that requires a medium to high budget.
In May of 2015 we reached out to Darlene Cross, a client of ours since April of 2014 to discuss changes she wanted to make to her website to get ready for the peak summer season in her mental health business. Originally Darlene was thinking of trying an Ad Words campaign to increase traffic to her website from May until mid-September.
The problem with Darlene increasing traffic was at the time, Darlene's website was not mobile responsive; which gives the website a negative impact in search. Also, the current website had no previous SEO elements implemented, this includes on-site SEO elements and off-site SEO. Darlene's website was missing key elements a website needs for the site to be indexed and searchable when key phrases are entered in search engines.
The challenge for KMJ Web Design would be to rebuild Darlene's website so that it is mobile responsive and implement industry best practice SEO elements that would improve upon the organic search results; and make recommendations in areas where traffic could be directed to the website through social interaction and blogging.
Tangible Goals & Objectives:
Objective 1: Build a mobile responsive site.
Goal 1: Make a mobile responsive and user friendly site so Darlene can have a positive impact when crawled by google and decrease the chances of high bounce rates.
Objective 2: Implement industry best practice SEO elements on and offsite. Use focused keywords, more content, engaging images, and building strong link profiles.
Goal 2: Improve organic search traffic
Objective 3: Train Darlene on social media etiquette and blogging on other platforms.
Goal 3: Increase referral traffic through means of blog posting on Social media and other mental health forums.
Objective 4: Set up Google Analytics filters and goals.
Goal 4: Gain data insight we did not previously have, that will show us if in fact May to Mid-September is truly the slow season for Darlene. We will be able to make future SEO and Ad Words recommendations.