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Case Study: Square Meal

Getting the most from local search
www.squaremeal.co.uk

Campaign Objective

Square Meal is well recognised in the City of London; it’s your first port of call if you want to go to a restaurant or hold an event. Containing extensive, high-quality reviews and ratings, it’s an important and long-running eating-out guide.

However, Square Meal provides information for the rest of the UK too, and wanted to significantly raise its regional profile.

The Solution

Neutralize (*\*) conducted an audit that highlighted the key indexation and rankings issues with the website. Based on this, we devised an optimisation roadmap that balanced implementation cost with Square Meal’s overall objectives. Using this detailed report, the developers implemented a number of upgrades to the website architecture, to the organisation of information within the pages and to the Content Management System (CMS).

We also used Neutralize’s unique proprietary tools to understand users’ search-term habits. This ensured that the website’s content reflected ‘real world’ search engine behaviour.

All of the above was delivered using our enterprise optimisation suite, with our skilled search engine optimisation specialists working hand in hand with Square Meal’s developers.

"Before we decided to use Neutralize to optimise www.squaremeal.co.uk, the website was receiving a significant amount of visitors, but we felt there was room for growth, especially in areas which might not necessarily be associated with Square Meal, such as regional restaurants and Christmas parties. As soon as Neutralize implemented their optimisation programme, we saw monthly visits and page impressions increase significantly, especially in the sections of the site we sought to address."

Simon White,
Square Meal

Results

Since the work began in June 2005, results have been dramatic: Google traffic has increased by approximately 30% per month.

The website gained number 1 rankings for ‘Christmas parties’ in time for the festive period, which brought them significant increases in visitors.

About Square Meal

Squaremeal.co.uk is published by Monomax Limited in conjunction with its printed versions, the Square Meal Guide and Square Meal Magazine. Square Meal is published annually in November and is free to qualifying executives in Central London. Subscribers also receive a quarterly lifestyle magazine, Square Meal The Magazine.

About Neutralize

Neutralize are one of the UK’s leading full service search engine marketing agencies. Thanks to our varied toolset and long experience, the company’s strong and expanding client base achieves the best results from both algorithmic (natural) and Pay-Per-Click (paid) searches.

In 2006 we placed 6th in the Deloitte Fast 50 business growth awards and, in 2007, are finalists in the Imperatives Digital Awards for 'Best Search Campaign'.

We contribute significantly to our industry as Members of the Nominet Steering Committee and Committee Members of the Search Marketing Association (UK). Whatever your online objectives – increased sales, lead generation, improved content access or brand building – Neutralize can help you.