www.scotland.org is the official gateway to Scotland, operated by the International Networks & Diaspora department at The Scottish Government. The website, which was designed and developed by our partner Whitespace, is designed to promote Scotland internationally as a destination for tourism and business alike and directs visitors on to relevant partner websites.
Occupancy Marketing has provided Internet Marketing Consultancy services to Scotland.org since 2006.
Our Service
Occupancy Marketing has worked on the internet marketing strategy of Scotland.org for over 3 years, providing the following services:
- Domain Name Recommendations
- Technical Recommendations & Site Structure Design
- Keyword Research & Gap Analysis
- Ongoing On-page Content Optimisation
- Link Building Strategy
- Paid Search Management (for strategic campaigns such as Scotland Week, St Andrew's Day & Burns' Night celebrations)
- Online PR Distribution (for strategic campaigns)
- Web Analytics Setup, Maintenance & Reporting
- International Targeting Recommendations (Recommendations on developing & targeting foreign market microsites; sites for the US & India are currently in development)
- Annual Performance Audit Results
In the time that Occupancy Marketing has provided consultancy to the Scotland.org site, we have seen a steady increase in traffic to the website over the past 3 years, as illustrated in the graph below:
In addition to a general increase in traffic, Occupancy Marketing has worked with Scotland.org to develop seasonal campaigns relating to key dates in the Scottish Calendar (Burns' Night, Scotland Week, St Andrew's Day, Hogmanay). In 2009, the online marketing campaign for St Andrew's Day saw a 25% increase in traffic compared to the previous year, with a 75% increase in traffic on St Andrew's Day itself.
For St Andrews Day 2010, Occupancy Marketing set a target of achieving 80,000 visitors to the website in November; a target which was exceeded by 60%.
For Scotland Week 2010, we aimed to achieve 125,000 visits to the website in March & April; a target which was met & exceeded by approximately 25%.