Case studies
Needlecase sells wool and sewing supplies from a bricks and mortar shop and needed a website to complement it, on a very modest budget, in a market made vibrant by the uptake of crafts at home. I ran a full keyword research programme first and the site was built around what that research found. The ecommerce site shows on page 1 of search engines for the majority of targeted keywords.
Needlecase had a bricks and mortar business selling wool and sewing supplies and no website to complement it. The market was vibrant and emerging thanks to the uptake of crafts at home, and the budget was very modest.
A full keyword research programme took place first, and the site was built around that research rather than around an assumed structure. The project came in on budget and on time.
The ecommerce website shows on page 1 of search engines for the majority of targeted keywords, and the project was delivered on budget and on time.
On a modest budget the research is not the thing to cut. Building the structure around what people actually search for is free at the planning stage and expensive to retrofit, and it is most of why a small shop's site can hold page 1 against larger competitors.
The review that starts this kind of work is a digital health analysis. On quick wins for small businesses, see SEO for small businesses.
It matters most on a small budget, because it is the cheapest decision in the project and the most expensive one to reverse. Building the site around the research is why this one holds page 1 for the majority of its targeted keywords.
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