MESH Consultancy: Evaluating Digital Marketing Strategies and SEO

This report analyzes the digital marketing strategies of MESH Consultancy, focusing on website analytics, SEO, and social media campaigns. Primary data from Google Analytics and secondary data from reputable sources are used to assess the effectiveness of current strategies. The analysis reveals inconsistent website traffic, high exit rates on key pages, and a lack of social media engagement. Recommendations include improving website UX/UI, investing in SEM, consistently updating content, and actively engaging on social media platforms. The report concludes with suggestions for MESH Consultancy to enhance its digital presence and better connect with Murdoch University students, ultimately improving the learning experience.

RUNNING HEAD: COMMUNICATIONS STRATEGY OF MESH CONSULTANCY
Communications Strategy of MESH Consultancy
Name of the Student
Name of the University
Author Note

1COMMUNICATIONS STRATEGY OF MESH CONSULTANCY
Summary
The purpose of this assessment is to analyses as well as investigates the primary data
regarding the performance of digital marketing strategies of MESH Consultancy a firm
seeking to enhance the learning experience of students at Murdoch University. The
investigation of marketing strategies of MESH Consultancy involve that across the three
different set of activities which are, website analytics, SEO and social media. This study then
proceeds to mention observations as mention few suggestions with help of secondary data
obtained from reputed sources from the internet. After giving description of how primary and
secondary data has been used, the complete set of recommendations is shared. Thereafter the
report ends with sharing concluding notes based on observations made from the study.

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Table of Contents
Introduction................................................................................................................................3
Client Overview.....................................................................................................................3
Project Overview....................................................................................................................3
Research Questions................................................................................................................3
Methodology..........................................................................................................................4
Discussion: Data Analysis..........................................................................................................4
Web Analytics........................................................................................................................4
Search Engine Optimization or SEO......................................................................................7
Social Media.........................................................................................................................11
Secondary Data....................................................................................................................14
Primary Data........................................................................................................................14
Recommendations....................................................................................................................15
Conclusion................................................................................................................................15
References................................................................................................................................17

3COMMUNICATIONS STRATEGY OF MESH CONSULTANCY
Introduction
Client Overview
The client, MESH Consultancy is responsible for offering both academic and student
consulting services to their respective clients in the areas of web design, strategic
communication, development of applications and games among others. By taking the pledge
of strengthening the learning experience of students they highlight the strength of Murdoch
University in providing work-integrated learning1. They are working towards promoting a
new degree structure of the School of Art.
Project Overview
The project involves conducting analysis of the traffic and activity of the client’s
website, Search Engine Optimization (SEO) strategy and rank as well as social media
campaigns over the period of a year. Thereafter the report discusses about the primary data
provided by the client along with the secondary data collected from relevant sources.
Research Questions
How successful is the company’s current marketing strategies in luring visitor activity?
Are the SEO strategies helping to improve search engine ranking of the website?
How effective is the social media campaign of the company?
Methodology
The report conducts the assessment by identifying the problem in the particular digital
marketing channels followed by discussion of the data collected from the client or reputed
1 Leong, Raymond, and Marie Kavanagh. "A work integrated learning (WIL) framework to develop graduate
skills and attributes in an Australian university's accounting program." Asia-Pacific Journal of Cooperative
Education 14, no. 1 (2013): 1-14.

4COMMUNICATIONS STRATEGY OF MESH CONSULTANCY
sources over the internet. Thereafter the required analysis is made and solutions are
identified.
Discussion: Data Analysis
Web Analytics
Web Analytics refers to the process that involves analysis of visitor behaviour to a
specific website. With the help of web analytics, businesses can earn greater number of
visitors, attract and retain newer customers for goods and services or even in increasing the
volume of money invested by every customer. Google analytics is the leading analytical tool
for businesses today2. Hotjar is another comprehensive tool that can aid in performing in
depth analysis of websites like meshatmurdoch.com3. The primary data used for this report is
generated by google analytics.
2 Farney, Tabatha, and Nina McHale. "Introducing google analytics for libraries." Library technology
reports 49, no. 4 (2013): 5-8.
3 Riegel, Julie. "Remote Unmediated A/B Test Research." (2017).

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Figure 1: Traffic Analysis of Website
The above diagram shows how google analytics uses graphical representations to
point out the time periods at which the particular website has been attracting visitors and the

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times it is struggling to generate any activity. It can be easily understood that the website
traffic remains very consistent for the months of April and May. A sudden spike in activity
by visitors is noticeable during the last few days of the month of June. For the rest of the
year, user activity on the website is pretty much non-existent. A detailed breakdown is
provided below the graph in tabular format. Based on this data the performance of current
marketing strategies of MESH Consultancy can be easily ascertained and necessary changes
can be made to the marketing campaigns accordingly. It is evident that the website only gains
interest among visitors in the months of April and May which are usually times when
examinations occur. This means to have decent traffic throughout the year, MESH
Consultancy must find ingenious ways to associate the learning courses with the regular
classes of students at Murdoch University so that students can better understand these classes
while also improving quality of learning. To improve the performance of the home page, it is
highly important to improve the layout of the homepage and to add ergonomic touches to the
UX/UI of the same4. This is essential in minimizing the sheer amount of drop offs occurring
in the homepage as can be seen from the diagram below.
4 Šimek, Pavel, Jiří Vaněk, and P. Pavlík. "Usability of UX Methods in Agrarian Sector-Verification." Agris on-
line Papers in Economics and Informatics 7, no. 665-2016-45086 (2015): 49.

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Figure 2: Flow of users in different webpages
Search Engine Optimization or SEO
The set of activities that deals with improving the visibility of websites in the unpaid
results pages of different search engines. Obtaining a high SEO rank is the easiest way to
boost organic visitor activity in the website5. Here data on multiple parameters that contribute
to SEO rank of the website is gathered. Google is constantly updating the algorithm tasked
with determining the SEO rank of websites, web pages and blog posts. Panda and penguin are
two such updates6. Some of these updates are also penalizing websites that are not
periodically updating their content.
5 Wang, David Y., Matthew Der, Mohammad Karami, Lawrence Saul, Damon McCoy, Stefan Savage, and
Geoffrey M. Voelker. "Search+ seizure: The effectiveness of interventions on seo campaigns." In Proceedings
of the 2014 Conference on Internet Measurement Conference, pp. 359-372. ACM, 2014.
6 Lievonen, Marjut. "Understanding Google Algorithms and SEO is Essential for Online Marketer: Guide for
Interns in Golden Moments." (2013).

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Figure 3: Exit pages of meshatmurdoch.com
It can be noted that out of all the exit pages listed, the two pages ‘about mesh’ and
‘graphic design course’ have extremely high exit count7. This just means additional focus
must be given towards making these pages more appealing to the visitor so that the
percentage of exits can exist more evenly among the different pages of the website.
7 Bekavac, Ivan, and Daniela Garbin Praničević. "Web analytics tools and web metrics tools: An overview and
comparative analysis." Croatian Operational Research Review 6, no. 2 (2015): 373-386.

9COMMUNICATIONS STRATEGY OF MESH CONSULTANCY
Figure 4: Landing pages of meshatmurdoch.com
The Google analytics data regarding landing pages show that none of the visitor
activity is obtained from social referral. This only suggests that the activity is generated
through either SEO or SEM (Search Engine Marketing) however MESH Consultancy mainly
focuses on SEO only and therefore it is safe to note that most sessions are resulting from
organic campaigns.

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Figure 5: Site speed overview
Another key factor contributing to the SEO rank of the website revolves around the
performance of the web pages8. According to the data presented above, loading time of the
web pages at peak load in the month of May takes quite a hit but is decent otherwise. The
performance of the website can be further improved by compressing the images and videos
before uploading. It is also encouraged that MESH invests in SEM which uses advanced
features in narrowing down the target audience and also bidding strategies that help the
website links in Google search engine results page (SERP) make it to the first page more
8 Devece, Carlos, Rafael Lapiedra, and Daniel Palacios. "Website effectiveness for tourism accommodation
companies." In Strategies in E-Business, pp. 55-65. Springer, Boston, MA, 2014.

11COMMUNICATIONS STRATEGY OF MESH CONSULTANCY
quickly and easily9. An important advantage of SEM is configuring of negative keywords10.
But if they are only to stick to SEO, it must be noted that these ranks are not permanent.
Since constant updates are coming from Google and websites are periodically analysed, the
team must not stray away from consistently maintaining or creating contents.
Social Media
Social media marketing are a set of activities that deals with promotion of products or
services by leveraging the features of the websites and platforms of social media. SMM posts
are of two types, i) Paid and ii) Organic11. Paid advertisements can come in three different
forms namely Awareness, Consideration and Conversion.
9 Yang, Zhuofan, Yong Shi, and Bo Wang. "Search engine marketing, financing ability and firm performance in
E-commerce." Procedia Computer Science 55 (2015): 1106-1112.
10 Spina, Damiano, Julio Gonzalo, and Enrique Amigó. "Discovering filter keywords for company name
disambiguation in twitter." Expert Systems with Applications 40, no. 12 (2013): 4986-5003.
11 Kumar, V., Vikram Bhaskaran, Rohan Mirchandani, and Milap Shah. "Practice prize winner—creating a
measurable social media marketing strategy: increasing the value and ROI of intangibles and tangibles for hokey
pokey." Marketing Science32, no. 2 (2013): 194-212.