Cashs of Ireland

Testimonial

Search Engine Optimisation is an ever-changing market. Heraghty Consultants came highly recommended as people who understood key marketing drivers as well as having technical know-how.

As a result of their SEO recommendations we have seen

• increased visitor traffic
• more intuitive navigation and
• bottom-line rise in orders from new non-catalogue buyers.

– Paul McGurran, E-Commerce Marketing Manger, Cashs Mail Order

Background

Cashs of Ireland sells Irish giftware to customers in the US and around the world, both through its mail-order business and e-commerce website.

With a database containing thousands of products, Cashs believed it had the potential to significantly grow traffic to its website and increase its online sales.

The company had recently benefited from a Google Adwords campaign, and now wanted to target organic search listings.

Challenge

Cashs asked us to provide its staff with training and consulting in the following areas:

• How to make its website search engine friendly
• How to get listed for searches on specific giftware products
• How to make the site more usable
• How to increase visitor conversions
• How to monitor online traffic

Cashs also asked us to design a methodology that would include quick wins and a long-term strategy.

Solution And Results

We provided training and consulting to Cashs staff, with key recommendations for short, medium and long-term actions.

Cashs have since implemented many of our recommendations, including:

• Changing the Information Architecture and back-end technology to make the site more accessible to search engine spiders
• Redesigning the site’s navigation to enhance usability and to target individual product pages in search engines
• Overhauling the data structure and database nomenclature to populate the site with meaningful product names

The company has since seen many of its product names come up in the top 10 in Google searches. It has had an increase in relevant traffic, and non-catalogue online sales have increased.