EDINBURGH-based QueryClick has secured the eCommerce award at the Herald’s Digital Business awards 2010.
One of the UK’s top search marketing companies, QueryClick won the award for its work with Classic British Hotels, which switched to QueryClick after failing to realise good return on investment with another major UK SEO agency.
Last year, QueryClick took over the group’s SEO (Search Engine Optimisation) and PPC (Pay Per Click) campaigns.
The result was significantly more monthly traffic – a 248 per cent increase in SEO visits and over 900 per cent increase in PPC visits year-on-year. Resulting in 23,500 more yearly room bookings and, consequently, a huge increase in sales compared to the previous year.
Chris Liversidge, QueryClick’s MD, explained: “To begin with, we had to do a complete overhaul of the group’s current site. This included improving the user experience to make it easier for potential customers to find what they were looking for, whether that was simply to book a room or to look at images of the various hotels on offer.
“We also ensured everything behind the scenes on the site was technically correct for SEO and made a number of changes to improve the site code to enable search engines, such as Google, to rank it more relevantly and as high as possible.”
By doing this and employing a number of other tactics, QueryClick improved the site’s ranking for a number of key market online searches to the coveted number one position in Google.
Search marketing can help businesses from big to small not only improve their ranking in Google and other search engines but also improve their user experience – converting more visits into sales and leads.
As for the future of search marketing solutions, Chris identified moving into the mobile and local space as essential for all online businesses.
Key to the great results that delivered The Herald win is CRO (Conversion Rate Optimisation), which means converting the people that visit a site into a sale.
Much like in a retail outlet, where businesses place certain items in the window to entice people in and the shop will be laid out in a particular way to encourage purchases or make it easy for customers to find what they’re looking for.
Chris added: “Online, this is just as important and, by making specific changes to websites, we can increase the number of purchases made by visitors to the site and increase the overall spend of these visitors.
“In the case of Classic British Hotels, CRO, on its own, was responsible for an increase of 12,200 room bookings over the year and and would have raised sales by 107 per cent even if we hadn’t increased traffic dramatically via SEO and PPC.”
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