SEO & Website Digital Marketing Case Study:
Plastics & Polymers Supplier

	Sector:	Plastics & Polymers Procurement & Supply
	SEO & Website Digital Marketing Services provided by SMART:	Website design & development \| Keyword Research & Analysis Copy writing \| Image optimisation \| Content optimisation \| Logo Design On-going site maintenance/content updating \| Link building campaign
	Target Market:	Industrial & Commercial manufacturers of plastic products requiring virgin material, recycled plastics or re-processed polymers

Client Overview:

The client is a successful plastics and polymer procurement company, specialising in supplying manufacturers with raw plastics, recycled plastics and re-processed polymers. In line with their planned expansion, they required a website to attract new customers throughout the UK and Europe and to act as a point of reference for the telemarketing operation. The site needed to incorporate a full product list that could be easily updated by the client and to promote the company's full range of services available.

Their existing site was very basic with sparce information, it attracted very few visitors and did not perform well in any of the major search engines. It had been launched in the previous year however it did not appear anywhere in organic listings for any industry related keyword searches. The client was keen to improve his web presence as soon as possible to enable the company to take advantage of the growing market; so fulfilling a high quality, fast turn around was a key element to the success of the project . Along with the development of a new website the client also required the design of a new company logo and associated themed branding throughout the site and printed company stationery.

Key website requirements:

Attract new business in the UK and Europe
To become the main selling tool for the organisation
To act as a in-depth point of reference for the sales team
To generate enquiries and an on-going sales enquiry pipeline
Fast web site build turn around without compromising on quality
Improve the site's aesthetics/visual quality to convey a professional image and retain visitor interest once on the site
Design a new logo and corporate branding

SEO & Digital Marketing Objectives:

The initial website health check of the client's existing site identified several areas that needed to be addressed:

The site was listed on various highly rated industry related directory sites but there were no hyperlinks back to the client's site from these
The site had no links programme
A search for the company name on major search engines returned results for competitors' websites only
The site was not ranked by Google
The site had been built using frames and contained spider unfriendly code which meant the pages were not W3C valid
There were no meta tags beneath the site and keywords had been poorly specified
Meta tag relevancies to page content were very poor
The site did not carry enough text to be able to populate the pages with an adequate density of keywords
Keywords did not appear in headers or hyperlinks within the pages
Visually the site appeared unprofessional to a human visitors and did not convey the required image or retain the visitor's interest once on the site

SEO & Website Development Project:

SMART successfully project managed the complete site build and completed its construction within a two week deadline.

It was re-created implementing search engine friendly code. As the existing site content was so limited, the entire content of the new site was researched, collated and created by SMART's copy writing team, with proofing by the client.

Keyword research identified new keyphrases which were identified and incorporated within the site content and meta tag and the SMART design team created a new logo and branding for the site.

Results SEO & Website Development Project:

SMART has achieved significant results for this organisation. The client has seen a dramatic increase in quality enquiries from the new website. This provides an on-going pipeline of new business and has enabled the company to expand its operation. The response levels have exceeded all expectations and the quality of leads from the website have proved to be of a very high quality.

The website appears on the first page of major search engines across a range of popular industry related keyphrases. It also appears above competitor sites that previously appeared when searching on the company name.

Within a week of its launch, the website attracted a steady flow of quality traffic with a healthy average of 3 pages viewed during each visit. Visitor numbers continue to increase and all arrive at the site via search engine organic listings, referring sites or direct traffic.

The client has direct access to edit the site content via a secure admin panel, which gives him the opportunity to adjust his product list in line with supply and demand.

SMART provides a dedicated team with established proven processes in place to improve website performance. We continue to increase organic traffic to the client's website with an on-going web content management programme and reciprocal link building campaign.

Want to know more about SMART SEO & Digital Marketing?

- At SMART we offer a wide range of SEO, SEM, web site marketing & promotion and digital marketing services as part of our holistic marketing approach. Call us now for a chat on 01270 503291 to discuss how we can make your website work better for you or email us and we'll contact you at the best time that's most convenient for you.