Optimising Digital Presence: SEO & SEM Successes

Overview

Our SEO Portfolio showcases a robust background in digital marketing and SEO specialisation. Our work includes significant projects for high-profile clients such as Adore Beauty NZ, PB Tech NZ, Harvey Norman NZ, Skybrese, Bald Apparel, and Citione International, demonstrating a strong track record of improving website visibility and sales through organic search enhancements and strategic AdWords setups. With a focus on keyword optimisation, meta tags, and comprehensive SEO audits, we have successfully propelled websites to the first page of Google search, indicating our adeptness in both the technical and strategic facets of SEO. Our portfolio underlines our capability to address complex SEO challenges, ensuring our clients' online platforms achieve maximum reach and effectiveness.

Adore Beauty

Adore Beauty NZ, a leading online beauty store, approached us to improve their search engine rankings and overall digital presence. Our approach was multifaceted, involving comprehensive keyword optimisation, meta tag enhancements, and strategic AdWords campaigns. We conducted thorough SEO audits to identify and address any technical issues, ensuring the website was optimised for search engines.

SEO Strategy:

Keyword Optimisation: We targeted high-traffic, relevant keywords such as "beauty NZ," "online beauty store NZ," and others, ensuring Adore Beauty NZ appeared prominently in search results.
Meta Tags: Crafting compelling meta titles and descriptions to increase click-through rates and improve search engine rankings.
SEO Audits: Conducted regular audits to identify and fix technical SEO issues, improving site performance and user experience.
Content Strategy: Developed engaging, SEO-friendly content to attract and retain visitors, further boosting organic search rankings.

PB Tech NZ

PB Tech NZ, a leading technology retailer, aimed to enhance its digital presence and improve search engine rankings for key product categories, particularly laptops. The goal was to drive more organic traffic to their website and convert visitors into customers through targeted SEO strategies.

Approach:

Keyword Research and Optimisation:
- Extensive keyword research was conducted to identify high-traffic keywords relevant to PB Tech’s products. The primary focus was on “Laptop NZ” to capture the local market effectively. This included long-tail keywords such as "buy a laptop NZ," "laptop deals NZ," and "laptop accessories NZ."
On-Page SEO:
- Meta Tags: Optimized meta titles and descriptions for all relevant product and category pages to ensure they were search engine friendly.
- Content Enhancement: Updated website content to include targeted keywords naturally and improved readability for users.
- Internal Linking: Structured internal links to guide users and search engines to important pages.

Results:

Increased Organic Traffic: There was a significant boost in organic traffic, with the website achieving higher rankings for targeted keywords.
Enhanced Visibility: PB Tech's laptop category pages began appearing on the first page of Google search results for “Laptop NZ” and related keywords.
Improved User Engagement: Enhanced user experience and site structure led to increased page views, longer session durations, and lower bounce rates.

Harvey Norman NZ

Harvey Norman NZ approached Switchboard for an SEO and SEM campaign aimed at improving their search visibility for iPhones in the New Zealand market. Our objective was to enhance their online presence and drive more organic traffic to their product pages, specifically targeting keywords related to iPhones.

SEO Strategy:

Keyword Research:
- Conducted extensive keyword research to identify high-traffic, low-competition keywords such as "iPhone NZ," "buy iPhone NZ," and "iPhone 12 NZ."
- Analysed related long-tail keywords and search trends to target specific queries effectively.

SEM Strategy:

Google Ads Campaign:
- Created targeted Google Ads campaigns with specific ad groups for different iPhone models.
- Utilised dynamic search ads to capture a broad range of search queries related to iPhones.
- Implemented remarketing strategies to re-engage visitors who had previously viewed iPhone product pages.
Performance Monitoring:
- Continuously monitored and optimised ad performance through A/B testing of ad copy, bidding strategies, and targeting parameters.
- Analysed conversion data to refine audience targeting and improve ROI.

Results:

Achieved first-page ranking for primary keywords such as "iPhone NZ" and "buy iPhone NZ."
Significant increase in organic traffic to the iPhone product pages.
Enhanced user engagement with an average session duration increase of 35%.
Improved conversion rates and overall sales for iPhone products.

Skybrese

Skybrese, a company specialising in discounted fares for first-class and business-class flights, sought Switchboard's expertise to improve their search engine visibility and overall online presence. The primary goal was to enhance organic search rankings and make the website more discoverable to potential customers.

SEM Strategy:

Google Ads Campaign:
- Created targeted Google Ads campaigns to complement organic SEO efforts, focusing on high-intent keywords related to luxury travel and discounted flights.
- Utilised A/B testing to refine ad copy, targeting parameters, and bidding strategies, ensuring maximum ROI.
Performance Monitoring:
- Continuously monitored key metrics such as click-through rates, conversion rates, and cost per conversion.
- Adjusted campaigns based on performance data to optimise ad spend and improve overall campaign effectiveness.

Results:

Achieved first-page rankings for critical keywords such as "discounted first-class flights" and "business-class ticket deals."
Significant increase in organic traffic to the Skybrese website.
Improved user engagement metrics, including lower bounce rates and longer average session durations.
Enhanced overall searchability and visibility, leading to higher conversion rates and increased sales.

Bald Apparel

Bald Apparel, a premium lifestyle clothing brand, engaged Switchboard to enhance its online visibility and user experience. Our objectives included improving keyword rankings, optimising web searchability, and refreshing the homepage aesthetic to better align with the brand's identity and appeal to its target audience.

SEM Strategy:

Google Ads Campaign:
- Launched targeted Google Ads campaigns to support organic SEO efforts, focusing on keywords related to premium lifestyle clothing and unique apparel for bald men.
- Utilised A/B testing to refine ad copy, targeting parameters, and bidding strategies to maximise ROI.
Performance Monitoring:
- Continuously monitored key metrics such as click-through rates, conversion rates, and cost per conversion.
- Adjusted campaigns based on performance data to optimise ad spend and improve overall campaign effectiveness.

Results:

Achieved first-page rankings for critical keywords such as "bald apparel" and "premium lifestyle clothing."
Significant increase in organic traffic to the Bald Apparel website.
Improved user engagement metrics, including lower bounce rates and longer average session durations.
Enhanced overall searchability and visibility, leading to higher conversion rates and increased sales.

Citione International AU

Citione International is a leading real estate agency based in Sydney, Australia. They specialize in exclusive off-plan homes and properties, providing clients with premium real estate solutions. Citione needed a comprehensive SEO strategy to enhance their online presence and improve website performance.

Tasks and Strategies:

Meta Tags and Keywords Optimisation:
- Implemented targeted keywords such as "real estate Sydney," "off-plan homes," and "property for sale Sydney."
- Optimised meta descriptions and titles to improve relevance and search engine indexing.
Technical SEO Analysis and Fixes:
- Conducted a detailed technical SEO audit to identify and fix issues such as:
  - Non-SEO-friendly URLs.
  - Missing or improperly implemented meta tags.
  - Render-blocking resources.
  - Unoptimized images.
  - Excessive HTML size.
  - High DOM size.
  - Use of inline CSS styles.
Competitor Analysis:
- Evaluated competitors' SEO strategies to identify gaps and opportunities for improvement.
Content Enhancement:
- Improved on-page content, including headers, alt text, and keyword placement, to boost relevance and user engagement.
Page Speed Optimisation:
- Implemented measures to improve page loading speed, such as compressing images, minifying CSS and JavaScript, and leveraging browser caching.

Results:

SEO Score Improvement: The comprehensive SEO efforts resulted in a significant increase in Citione International's SEO score from 76/100 to a competitive level, surpassing key competitors.
Increased Organic Traffic: Enhanced keyword optimisation and technical fixes led to improved search engine rankings, driving more organic traffic to the website.
Better User Experience: Addressing technical issues and optimising page speed contributed to a better overall user experience, reducing bounce rates and increasing user engagement.