Magazine.co.uk began life in November 2010. The website was built as a fulfilment portal for the publishing sector and now generates subscriptions for over 500 magazine titles. It has built-up a great online presence, helped by Jellyfish and the ownership of a great domain.
Instant traffic and conversions were achieved through an extensive PPC campaign, however the brief from the client was to deliver consistent long term traffic volumes across multiple publication landing pages through SEO value. This SEO value was to offset and complement the PPC spend over time. Full SEO remit given.
Understanding how to deliver long term SEO value firstly involved understanding the Magazine.co.uk site structure, the market landscape and the market leaders. Magazine.co.uk got the full SEO appraisal in order to understand and present an approach that would deliver the best ROI.
The only defined parameter given to the SEO team was working within the characteristics of the existing CMS platform. This was not an issue because real world situations often require working within CMS parameters and with existing assets to achieve the best compromise of SEO site structure and IA.
Being an e-commerce platform the goal for the jellyfish SEO team was to demonstrate how commissioning and implementing an SEO strategy could deliver increased revenue and profits all specifically attributable to actions from SEO recommendations. In order to measure this SEO value all actions undertaken where highlighted within the google analytics timeline to cross reference page ranking and improvement in traffic volumes and conversions. Specific organic listings were uniquely tagged so traffic and conversions could all be attributable to certain SEO funnels. The goal was to segment and attribute value to the increases in traffic and conversions and in turn give a SEO ROI for the client.
The future of the Magazine.co.uk brand is to migrate over to a new CMS platform with a formulated SEO information architecture structure in place. This IA will deliver a more streamlined site structure as well as a better user experience for the consumer. On-going digital activity to occur at a social level with the many magazine brands offering numerous platforms for interaction. This natural and subject specific interaction will deliver social buzz and organic link generation over time.