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This website optimization case study describes how Fen Digital promoted Queens’ College Cambridge in Google as an international conference venue.
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Quality of visits through Top 100 has been excellent
Visitors coming to the college website via the best performing Top 100 profile view on average over 45% more pages.
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The business objective
The College’s business objective was to increase bookings for conferences, weddings, and corporate banquets.
Recognising that their target audiences would research UK venues by searching in Google, Queens’ College sought advice from Fen Digital on how best to improve their search ranking and visitor conversions.
Fen Digital optimised the college’s conference website and created an integrated suite of profiles to target the three main areas of potential business:
 conference venues Cambridge
banqueting venues
wedding receptions Cambridge
The results
Queens’ College website quickly achieved excellent rank in Google for their target search terms and the level of conference enquiries rose significantly.
Over the course of 2008, Fen Digital monitored the promotion using Google analytics. This demonstrated independently the power of Top 100 profiling as an internet marketing solution:
Bounce rates for visitors who arrive at the College website via the Top 100 profiles are typically around 40% lower than visits direct from Google, and the average pages viewed increase by around 30%.
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“Since appointing Fen Digital to support our internet marketing campaign, our Google rankings have improved significantly in relation to our competitors.
Fen Digital demonstrated the depth of their knowledge of website optimisation and how to improve visitor conversions.
In particular we have found the Top 100 profiles to be of great benefit in driving traffic to our site.”
Conference and Business Manager, Queens’ College
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