Tracking the progress of our SEO strategies is vital for us. We understand that data insights can be a powerful tool for marketing strategies and want to provide our clients with accurate search data from the get-go. Following launch, we set up Google Analytics, Google Business Profile, Google Tag Manager and Search Console to ensure accurate tracking across the site. This allowed us to understand user behaviour across treatments and facilities pages.

Once we had all the Google tracking tools at our disposal, we could start building a picture of what consumers were searching for. We researched how users search for spa treatments, wellness experiences and memberships in Oxford. This ensured the site aligned with real wellness-focused search behaviour rather than assumptions.

Once all our research was in place, it was time to put it into practice. We wanted to take what we had learned from our consumer research and apply it to all aspects of the SEO strategy. For example, we optimised metadata to improve keyword phrasing, signalling intent to Google and other search engines. Once all this was in place, it was time to ensure the webpages were being indexed by Google to increase visibility. 

Clear communication on what Wellness at the Randolph had to offer was a non-negotiable. We wanted to make sure the content we optimised wasn't just about SEO signals but also aligned with the relaxing tone of voice you would expect from a luxury spa. We refined existing content to clearly communicate treatments, facilities and experiences while maintaining a calm, luxury tone. The content needed to support search visibility while still feeling calm, refined and aligned with the experience of a luxury spa.

Data is the fuel of all our SEO strategies; it ensures we are heading in the right direction and allows us to adjust our trajectory if we see something isn't working as expected. Creating a bespoke and dynamic monthly report helps our clients to track performance trends and engagement, helping highlight what was resonating with users and where further opportunities exist.

Communication and transparency are important to agency-client relationships, which is why, at the end of the 6 months with Wellness at the Randolph, we provided a full report on the website's performance over that period. SEO is a long-term strategy, so it's important to have regular check-ins along the way.  A full six-month review allowed us to assess performance, refine priorities and plan the next phase of growth without disrupting the website's structure or experience.