Social Garden & Melbourne Polytechnic have been in partnership since 2021 across a number of projects, ranging from SEO (Search Engine Optimisation) services to Organic Social Media content and User-Generated video content.
Melbourne Polytechnic enlisted Social Garden's SEO expertise in March 2022, and the partnership has gone from strength to strength ever since.
The Social Garden team, led by Account Manager Orla Moffatt, worked alongside the team of SEO and web experts at Social Garden to deliver a technical and content audit. We provided actionable insights, recommendations, and next steps for Melbourne Polytechnic's digital team to implement.
Melbourne Polytechnic's desired outcome was clear: they wanted to see a 15% increase in organic traffic to their website.
Our team conducted:
1. Technical audit
2. Website quality audit
3. Competitor analysis
4. Keyword research for existing pages
5. Content quality audit
Our flexible approach to working meant we could tailor each month's insights and next steps to suit Melbourne Polytechnic's resources, such as copywriting and web development at any given time.
The website quality audit is a key starting point for the team to understand both the content and back-end structure of your website. This creates a roadmap to work on to improve your site's organic ranking, as Search Engines send traffic to websites they deem to be “high quality”.
So, what does this mean for your website?
• Sites must be coded and structured according to their webmaster guidelines
• Ideally, your site should be mentioned across the web, showcasing that it is ‘popular’ and of value to the traffic that gets sent to the page
• Sites must satisfy “searcher intent” through relevant and quality content
Having low-quality content and pages, coupled with a poor structure and little to no mentions, cause Google to lose trust in your website — which means it will crawl, index, and rank it less and less over time.
The website quality audit assesses the quality of your website by looking at a number of different data inputs, including inbound links, titles, content depth, sales from organic traffic, keyword rankings, and more.
We then use a number of tools and collected data to assess quality metrics at the page level. From here, we decide what to do with all of the pages on your site.
After the data is pulled and aggregated, the manual process begins. We begin by grouping each page into a 'section'. This allows the team to segment the site and prioritise pages and/or keywords to focus on.
In the case of Melbourne Polytechnic, the Website Quality Audit ensured we had plenty of both technical and content updates to make, so we could roll up our sleeves and start working on them!
Following our SEO audit, it was apparent that on-page content updates were required across a large number of pages
We front-loaded our monthly retainer hours, to provide on-page optimisation guidelines and content for Melbourne Polytechnic to publish
Additionally, we were on hand to review and guide Melbourne Polytechnic regarding content updates, offering both copywriting and editorial services to them as required
Like many of our clients, Melbourne Polytechnic did not have a dedicated in-house resource for making technical SEO updates to their site architecture, so we were happy to work alongside their web agency
Technical tasks which have been conducted throughout the job include:
• Improving website speed and performance
• Adding images with missing alt text
• Updating Meta description lengths that were too short or too long
• Redirecting internal URLs
Each month, we met with the team at Melbourne Polytechnic to discuss the monthly report, which outlined results to date, including insights and recommendations for the following month
To assist with the flow of tasks, we provided a workbook that was colour-coded with assignees. This ensured a clear log of ongoing tasks alongside defined roles and responsibilities
"Social Garden provided us with clear guidance, great content, regular check-ins, and technical and functional recommendations. They drove us to reach and exceed our SEO goals."
- Gino Crawford, Senior Digital Marketing Coordinator
Traffic to site from 01 November 2021 to 30 November 2022
In Sessions from 01 October 2021 to 31 October
In Page Views from 01 November 2021 to 30 November 2022
Showcasing the efficacy of on-page content and site structure updates, as at October 2022
"The results speak for themselves. Not only have we surpassed the client's original targets set, but we have done so 6 months ahead of schedule!"
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