Castle Jackson applied a multi-phased approach to work within Karl Knudsen’s constrained budget. They assessed the existing website and put forward recommendations of what to fix so it was in the best state to leverage a digital marketing strategy. Testing the integrity of the website structure, and cleaning up its look and feel, was essential to ensure the right foundations were in place to support digital marketing elements. This early work would provide a greater return on investment.
Karl Knudsen Automotive was hesitant about the value of digital marketing so Castle Jackson recommended they try a short-term Google Adwords campaign before launching a longer-term SEO campaign. The Google Adwords campaign meant that when a customer searched for specific keywords, Karl Knudsen Automotive appeared at the top of a search page for an agreed timeframe (eg. 1 month). This immediately attracted more website traffic and helped build the client’s trust in the power of digital marketing.
It was important for the client to understand that SEO is a long-term copywriting approach where specific key words or phrases that customers search for are strategically woven throughout your website copy. These keywords are monitored and logged by search engines and increase a company’s organic web ranking. It takes time to develop your ranking in this way. However, SEO provides a strong, longer-term return on investment when compared to shorter term strategies such as Google Adwords. Getting the Google Adwords campaign up and running meant that the client could sense immediate results while the SEO campaign was being developed. The SEO campaign firstly involved researching the search intent of potential Karl Knudsen Automotive customers to ensure the most suitable keywords would be applied to their site. These keywords were then woven through the website copy, and strategies were developed for continual content updates, all of which would generate the desired increase in website traffic and customer enquiries.
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