The Government Department:
Education and Training International is part of the Department for Training & Workplace Development. Their broad goal was to target International students within and outside of Australia and get them to enrol into TAFE Institutes.
Education and Training International (ETI) approached White Chalk Road at a time that they were in the midst of redeveloping their website and wanted us to make sure that the website was optimised for search, particularly Google. They also wanted a 12 month contract to ensure that, on a modest entry level budget, that they could, post-launch, increase non-branded search term visibility and visitation that had been declining and then maintain sufficient visibility and promote best practice content development/marketing to ensure staff at ETI could collaboratively raise the profile of the website with stakeholders by the end of the budget period.
New Website Site Audit, Changes and Migration
The site audit report and detailed written recommendations were well received by management and the site migration went smoothly.
Search Engine Optimisation & Rankings
For the financial year 2013/14, the period of the contract, we raised the Google visibility percentage from 45% to 58%. Although the increase was modest, it was favourably looked upon in the context of a minimum budget and an extremely competitive set of target keyword phrases.
Organic Traffic & Conversions
Since the commencement of the SEO service, organic traffic to the website increased by 39%, reversing a serious decline on the previous year.
The percentage share of non-brand organic terms since the launch of the optimised site increased from 35.4% to 79.5%.
SEO & Google AdWords Objectives & Target Market Identification
In order to provide optimum performance on a small budget, we helped ETI to provide a comprehensive briefing document that listed website objectives; marketing objectives; product identification; target market and short vs long term goals (40 written questions were answered). We used this information to perform our comprehensive keyword research and devise our optimisation & content strategy.