The Story of – Wizzfox Flying Fox Zip Line
The challenge: generate sales for a website being ignored by Google and other search engines
The result: dramatically changed what Google saw without changing the look of the website
Once people found the Wizzfox Flying Fox website it was well presented. It had good animations, clear instructions and simple ordering process. The problem was the site had been designed for looks – not for being found by those wanting to buy.
For the home page Google recognised the following four keywords which were repeated.
“wire” x 2
“rope” x 2
“secure” x 2
“cable” x 2
“metres” x 2
As far as Google was concerned the website was about ‘wire rope’. While this is technically correct no one types that into Google looking for a flying fox. The site was missing out on potential business for lack of including relevant keywords.
By simply analysing what people were actually searching on in Google a list of relevant keywords was established. The most important were “zip lining” with 1,600 monthly searches and “flying fox” with 8,100 monthly searches. However it was also the variations such as “zipline”, “zip line”, “zip lines”. The flying fox website could not be edited online and the existing design was OK so it was a task of rewriting all the content for the web designer to upload.
Keywords and phrases were included in Titles, Description and Keywords meta data and then throughout the text for every page of the site. Unique variations of the Meta tags were done for each page to attract different search phrases. It was a simple one day project but a good reminder that for Google your website content is more important than its design.
