DNA Discos
Dance into the limelight with highly effective search marketing from Coast Digital
Date: September 2007
“I chose Coast Digital to work with us because they really understand search, there’s no point in having a great looking website if it can’t be found.” Darren Bewley, Managing Director, DNA Discos
Objective
To drive more visitors to the DNA Discos websites; achieve more bookings in line with aggressive growth targets set by the business:
- Grow reach to potential online customers by increasing website exposure via the natural search engine listings.
- Drive down the cost per acquisition by delivering free traffic from search engine optimisation (SEO).
- Generate cost-effective online bookings.
“I’d thoroughly recommend Coast Digital, their work around SEO has done fantastically well for us. We’ve achieved brilliant results. We’re now confident about spending more online and less through traditional channels like the Yellow Pages.” Darren Bewley, Managing Director, DNA Discos
Background
- DNA Discos are a full-time professional disco hire company, providing the ‘ultimate disco experience’ for their clients.
- They cater for a wide range of needs; everything from kids parties to weddings to corporate events.
- Previous offline marketing included advertising in the Yellow Pages.
- They run two websites; DNA Kids Online (www.dnakids.co.uk) the children’s disco and party game specialist, and DNA Discos – for adult and wedding discos.
- Clients include Amstrad, Fitness First, and Waitrose.
- Started working with Coast Digital in August 2006. The DNA Discos websites were designed and built using Coast Digital’s Refresh™ content management system.
- The DNA Kids website was launched in September 2006 and DNA Discos went live in October the same year.
Online strategy
- To develop a clear strategy for SEO and appropriate tactics to improve rankings for popular search terms.
- Set primary keyword targets.
- Increase keyword concentration on all web pages.
- Boost Google PageRank by building inbound links to the homepage and sub-pages.
- Ongoing quality inbound link building programme.
- Provision of an ongoing managed SEO service.
- Tracking to provide comprehensive keyword and ranking analysis and reporting.
“Online marketing has opened up so many opportunities for us. The website reaches a much wider audience and has attracted bigger, more affluent customers, including Eric Clapton, whose wife found us through a Google search.” Darren Bewley, Managing Director, DNA Discos
- Results
Online marketing has generated a huge amount of new business for DNA Discos. - Currently achieving a Google page one ranking for the keyword ‘discos’ out of 45 million possible results.
- Now channelling a greater proportion of budget into online marketing as it has proven very profitable and helped drive down the cost per acquisition.
- Since launch the two DNA websites have gone from relative obscurity to being very well-established in the natural search engine listings.
- Each month the Kids site receives between 2500-3000 visitors from natural search.
- Creation of nearly 100 quality inbound links for each website.
- Google PageRank increased from 0 to 4 on DNA Kids and 0 to 3 on DNA Discos in 6 months.
- Due to the excellent results achieved by Coast Digital in search engine marketing, the client is looking to invest more marketing budget in natural and paid search initiatives.
“DNA Discos have been overwhelmed with enquiries and bookings as a result of SEO delivered by Coast Digital. We’ve made back the cost of what we’ve spent online many times over, and look forward to continued growth.” Darren Bewley, Managing Director, DNA Discos
Visit Website: www.dnadiscos.co.uk
