What was the scope of their involvement?
They first started a technical optimization of the webpage. What I really appreciate about Cartoozo is they offer so many different services. For example, our webpage was lagging in speed. It’s not as if our former web programmer has done anything wrong, but it needs some optimization. Before this, I also had to refer back to the former SEO company to the new SEO company, which took up a lot of time. Then I learned that Cartoozo also does web programming, so we’ve moved everything to them, and we now have a super-fast webpage.
As for SEO, we had 3 main keywords: ‘photography,’ ‘courses,‘ and ‘London.’ They probably contribute to about 90% of the traffic to our webpage, apart from things like people Googling 'London Institute of Photography.' We are not really interested in expanding our keywords because the other keyword combinations are niches in the market. We made it very clear from the beginning that we wanted to get on the first page for those 3 keywords. They have expanded some and we can see our ranking going up, but in general, that’s not the most important result for us.
I knew that they did pay-per-click [PPC], but when we contacted them at the beginning we felt we were not quite ready for it and, honestly, we also didn’t have the budget. Based on their traditional SEO, we had a few pretty good months so we felt that we could invest some of the money and we did that through pay-per-click. We started this with them just recently.
We also talked a lot about target groups including how old our typical student is and what their ambitions are. Very often when you sell a product, you realize after a while that people don’t actually purchase this product because they want to have this product, and sometimes there are other reasons why they do this. For example, very often students who come to do the photography course are not necessarily so incredibly interested in photography. They might be looking for an alternative path in their lives, maybe a career change. Initially, we talked a lot about that with Cartoozo, and from there, they pretty much took over.
What is the team dynamic?
We are in communication with 4 resources. Ben is looking after the programming, SEO, and the PPC. I communicate with him a lot, just to discuss general progress. There is one person who is particularly responsible for the SEO, another person who is responsible for PPC, and then I’m also in touch with the web programmer directly.
How did you come to work with Cartoozo?
We had a look at their webpage. I Googled “best SEO companies in UK” or something and they were ranked at the top. We were completely new to the market. I had no clue about SEO before. We contacted a few companies. The first one we had worked with was a very small company which I thought would suit us better. It didn’t work that well, so I thought we should go for the market leader to see what they have to offer. What really attracted me was I could tell at the beginning that their base was much broader than our former company. They offered things like web programming. You almost get some sort of all-in-one deal, and you really have the feeling that one company is looking after the whole thing. I have got the impression that digital marketing is so interlinked these days, and it’s very difficult to dissect this or take it apart.
How much have you invested with them?
We’ve spent $19,729 so far. We started much lower than that with just SEO, but then they built a new webpage, and they’re now doing all of the maintenance and PPC. What is the status of this engagement? We started working together in May of 2017.