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Salt Marketing is a firm located in Dublin that specializes in the broader digital marketing domain by offering integrated services for SEO, websites, paid advertising , social media, and content marketing . Instead of focusing on each platform separately, Salt Marketing differentiates itself by being able to create interrelated marketing systems to drive sustainable business growth.
The site had several areas where stronger SEO work could make a noticeable difference. Search visibility was limited, organic traffic was not reaching its potential, and the website structure and on-page elements were not being used as effectively as they could be.
The work was aimed at improving the site's visibility in a way that could be measured and built upon over time. The priority was not simply to generate more impressions, but to strengthen the foundations behind organic search performance and make the website more competitive in both broader and local searches.
It was a combination of the technical aspects of SEO along with the processes that contribute to making a website visible. The process began with dealing with the website in question, moving on to local optimization, citations, backlinks, content, and measurements. This took the project away from piecemeal fixes and towards a better search foundation.
Goal: Discover the problems that may affect the performance of the website in organic search.
Approach: The SEO and web development team analyzed aspects of the website's SEO, such as its structure, content, metadata, headers, and others. All discovered problems were prioritized and fixed to provide a clean environment for further SEO optimization of the website.
Results: The website became easier for crawling, indexing, and evaluation by search engines.
Goal: To ensure that the targeted webpages have greater relevance to the queries and services for which they were designed.
Approach: We updated the meta titles, meta descriptions, headings, and content of the pages in relation to certain keywords. The emphasis here was more about creating relevant content than about just adding keywords to existing content.
Outcome: The website pages have become much more relevant to their respective topics.
Goal: To improve the company’s visibility in local search engines and provide potential clients with a more detailed business profile.
Approach: Claiming and verifying the Google Business Profile, checking categories and services, adding pictures and updates, and managing reviews. Google Business Insights were utilized for calls, clicks, and engagement analysis.
Result: The Google Business Profile became more complete, alive, and helpful.
Goal: Maintain the current status of the profile instead of considering optimization as a once-in-a-lifetime activity.
Approach: Updating the profile, providing offers and news, and uploading photos were all conducted continuously. Customer feedback was tracked and responded to, while the profile was reviewed every time an opportunity for optimization came up.
Results: The profile remained relevant and accurate, thereby offering more chances for locals to find and engage with the company.
Goal: To establish authority away from the site and to enhance the local relevance of the company.
Approach: We focused on local citations, backlinks, and other marketing elements that would help create a strong online authority for the company.
Result: The off-page SEO helped to increase authority signals for the site along with the on-page efforts.
Goal: Improve the site’s authority with relevant links, which are needed for its credibility.
Approach: We concentrated on the construction of quality backlinks, not on the quantity of them. It was our goal to improve backlinks' profile of the site and help pages that matter.
Result: The backlink profile improved and contributed to an increase of domain authority from 13 to 16.
Goal: To make SEO performance tracking easier and link traffic to actual actions taken by users.
Approach: Events have been introduced to capture meaningful user interaction and give insight into how users were actually interacting with the site. This would allow the collected data to be used for assessing engagement levels and making more informed optimization decisions.
Result: The tracking process has become more effective for measuring user activity and identifying engagement patterns.
The Salt Marketing campaign was designed using the principle of achieving high organic performance through the combination of multiple elements. Technical optimization made the website more comprehensible, SEO made it visible in Dublin, the creation of backlinks gave authority, and analytics helped to track the results better.
