Managed by Penzance BID, Love Penzance is a tourism website designed to increase visits to Penzance for the benefit of local businesses. Content had been created by many third-party providers in a piecemeal way with limited regard to SEO, resulting in an uneven tone and little success in rankings. The BID wanted to increase the site’s ranking performance to further raise Penzance’s visibility and attractiveness to potential visitors.
Coast Copywriting delivered an SEO and content audit of this large site. We then undertook an SEO content campaign, initially focusing on higher-volume keyphrases before moving to lower-volume ones. As well as implementing SEO best practice in meta data and on-page content, we significantly moved on the tone of voice. Penzance is a quirky, artistic town with unique appeal and our new voice reflected this point of difference. We continue to manage page updates and write a regular blog and social content.
The website has seen a dramatic increase in monthly visits, which reflects the new higher rankings in Google. The high-volume search term ‘Penzance’ has moved up nine places from 11 to 1 or 2; Penzance, Cornwall has moved 63 places from 65 to 1 or 2.
This has lead to dramatic increases in traffic volume:
Highly successful blog posts promoted on social lead to regular spikes in visits to the website – and loyal new followers:
As part of the campaign, Coast has positioned Penzance as a ‘truly Cornish’ and characterful alternative to oversaturated destinations. Not only is the website prospering, the town’s tourist profile is blossoming across the national press. We believe the website’s higher profile has played a significant part in this change of fortune.
Coast's research and expert copywriting has boosted our website ranking and made our site and promotional material not only more effective and engaging but also humorous, educational and immersive. We now find many articles and posts are shared on various social media platforms. Always professional and with a keen eye for detail, Coast Copywriting delivers on time with minimal effort required our end. 5 Stars – exceptional service.
