Objectives:

• Having performed a major overhaul of their website, Goldsmiths wanted to improve their place in the search rankings.
• Fast Web Media was tasked with achieving this goal and maintaining Goldsmiths’ place as one of the foremost jewellers in the United Kingdom.
• We had to do this while ensuring that the company maintained its heritage and strong reputation as a dependable and knowledgeable jewellers.

Strategy:

Fast Web Media implemented a four-tiered strategy to ensure that Goldsmiths’ goals were met and exceeded. This included:

• On-site optimisation The new site was built in collaboration with our search marketing department and we provided ongoing support to ensure the site was fully optimised. We were also responsible for the site’s content, including all meta and title tags. This allowed us to ensure all copy was SEO-friendly and campaign keywords were visible to Google.
• Linkbuilding We performed a linkbuilding campaign, submitting the site to relevant directories to ensure there was a series of high quality links pointing towards www.goldsmiths.co.uk.
• PPC A PPC campaign was implemented to attract traffic to the website. The campaign was highly targeted to ensure that the traffic stood a good chance of converting to sales.
• Facebook ads To ensure that Goldsmiths took advantage of the possibilities available on social media, we set up and ran a series of adverts on Facebook. These were again highly targeted and aimed at those who would be most likely to visit and buy from the site.

Results

• E-commerce sales on Goldsmiths rose by 24% year-on-year in the first half of 2011.
• Between April 2010 and June 2011, the site recieved over seven million visits, over 4.5 million of which were unique visitors.
• 75.82% of all traffic to the site was generated through search.
• Campaign keywords generated a huge amount of traffic, with Goldsmiths performing best, despite competition from Goldsmiths University.