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As one of the UK and Europe's best known business-to-business brands, Portakabin was the first in its sector to take to the web. It's objective - to reinforce its 'quality working environments' positioning and generate business enquiries throughout Europe.
Portakabin began using search engine marketing and working with WebCertain not long after the business was founded in '99 and has seen its brand awareness and business generation from the Portakabin web sites increase dramatically - producing return on marketing investment figures ahead of more traditional marketing techniques.
Explains Marketing Planning Manager Mike Sherwood, "Recently WebCertain has helped us manage the switch to fully content managed web sites - in other words a dynamic database driven site. This has involved working closely with our web site designers to ensure that the search engine crawlers requirements are met as dynamic sites set up incorrectly can prevent the indexing of the sites."
"The content has been developed by a dedicated Portakabin marketing team - meanwhile WebCertain has optimised the source code whilst the designers and Portakabin marketing have been approving the visible pages."
"The result is a site with outstanding business generation potential from the search engines. And now the site is complete, WebCertain is keyword mapping the site pages in depth to further enhance the ranking performance."
Alongside WebCertain is also undertaking a link building campaign for Portakabin, an important component of achieving good search engine rankings through search engine marketing, is well under way.
The results - an ever increasing number of daily unique visitors, more contact forms and more enquiries from the web site than ever before. Current challenge is to geographically target the links and search results - so that search engine marketing supports Portakabin's overall awareness and brand building efforts in specific regions.
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VAT number: 755 9844 73 WebCertain Europe is a company registered in England and Wales with company number 04140825 |
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