Search Engine Friendly Website Case Study

When it comes to search engine optimisation, Sharp Darts hits the bullseye every time.


The client

Green Jack are a traditional real ale brewing company in Suffolk. The company’s ales have won dozens of awards for their range of ales including Canary Pale Ale, Orange Wheat Beer and the winner of the prestigious Best Beer in Britain, The Ripper.

The problem

Green Jack approached us after moving into a multi-million-pound purpose built brewery. They required a new and exciting website to showcase their range of traditional real ales. With large capital investment being made in the new brewery in Suffolk, the new website was to be a key part of the overall marketing mix as Green Jack launched its bid to become one of largest real ale brewers in the UK. Green Jack also wished to be able to make their own updates and add new pages/news to the website in-house.

Our solution

We set about researching and producing a proposal for an exciting, well designed, content managed, search engine friendly website. Extensive keyword research was conducted prior to the site build in order to agree on targeted keywords. We then set about creating page copy around the highly searched targeted key terms. The site’s structure was focused around relevant keywords, but we also ensured the content was attractive and entertaining for readers.

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All URLs were SEO friendly and also contained the targeted keywords, while all meta data was composed individually for each page and we also made good use of SEO friendly internal and external linking structures. We finished up by ethically obtaining 10 in-bound links to help build initial trust with the search engines.

Elements of successful search engine friendly website design:

  • Extensive keyword research prior to build
  • Agree page structure pre build based on keyword research findings
  • Compose keyword targeted individual meta data for each webpage
  • Add keyword phrases to URLs
  • Include keywords in header tags
  • Make good use of internal and external link structure
  • Use alt tags
  • Naming Images for seo purposes
  • Highlighting keywords with on-page content
  • Ethically obtained 10 high quality inbound links

The results

The client was extremely impressed when we presented the finished website. Green Jack now have a website fitting of their status as one of the finest real ale brewing companies in the UK. What’s more, they can also amend and update their own website via the use of our content managed system, saving on costly updates. They have also saved on online marketing costs as a pre-search-engine-optimised website will naturally increase its rankings with only a small amount of ongoing SEO support.

Nearly 90% of pages we wished to be indexed have been, and the website now ranks in the first page for a number of targeted keywords

Some of the rankings achieved with our SEO campaign:

  • ‘REAL ALE COMPANY’ – Top 5

The progress of shows our future clients how quickly we can get our websites to rank well in the search engines, so forget the stories you may hear from other agencies about it taking 12+ months to rank well!

If you’d like to talk to us about our search engine optimisation services or you have any other website design, web development or online marketing query then please feel free get in touch with our expert team.

See other online marketing discipline case studies below:

Search Engine Optimisation Case Study | Ethical Link Building Case Study | Website Marketing Management Case Study | E-Commerce Website Solution Case Study