SEO at The Train Station CASE Study

Continuing on from the previous post, how could we encourage more users to join Train Station? It’s one of the biggest problems plaguing small business – lead generation. To drive traffic to the site, all we really require is to frequently publish compelling content. Let’s use CASE to examine a blog post entitled ‘Want to get your body summer ready? Here’s 5 ways to lose the last few kg’s’ to see how we can get more visitors to our site.

  1. Content: we have our content, a beautifully written, informative blog post that explains how to look sexy at the beach. It has a snappy headline, following the question – statement – list formula. The opening paragraph will be keyword heavy rephrasing the purpose of the article. Something along the lines of ‘Losing weight and getting your bikini body ready for summer can be hard work. Especially getting rid of those extra few lbs around the tummy/waist area. Fortunately, there are easy
  2. Advertise: Advertise on using Facebook and Instagram, the two biggest social media drivers of internet traffic. Send out emails to the current client list as well as posting on smaller social media sites as well as affiliate sites. All of this cross-linking will boost SEO. Along with this, the title and opening paragraph will make this article organically list highly in google for various searches such as ‘how to lose weight for summer’ or ‘get a bikini body quickly.’ On top of this, back-linking to previous articles posted on the Train Station will drive the organic listings of those articles and of this article up, so where applicable, reference previous content.
  3. Specialise: This content is already pretty specific. It targets the core group of people who are looking to slim down/shape up for summer. This is fortunately a very large and yet very specific audience. To further target a specific audience, include graphics of the target audience, in this case adults ranging from 20-50 at the beach or on holiday.
  4. Engage: At the end of the post, include a call to action to engage users to join the site. Something as simple as ‘sign up now to receive a free eBook on how to create a total fitness plan’ – a link that achieves the overarching goal of the content.

It is both difficult and easy to use SEO to generate more traffic to our site. Nothing beats well-produced content, however as explained above there are small tips and tricks that will add up over time to drive more traffic to our site and will convince more people to use our product. SEO needs to be worked on constantly. Fortunately, as we post more content and as our company grows, our listings will improve naturally which will in turn drive more traffic to our site.



SEO & The Train Station Overview

Traffic = leads = sales. We must answer the question ‘how can we generate traffic? how can we get more leads? how can we spark interest and raise awareness in our company?’

The biggest hurdlethe train station faces right now is a lack of interest/awareness/traffic.The two best ways of generating traffic are SEO and SMM.

Here is the CASE four step process to generating traffic:

  1. Content
  2. Advertise
  3. Specialise
  4. Engage

Content: Create compelling content. A video, an infograph, even an advertisement counts as content. The most compelling content will engage a readers’ interest, identify and solve a problem and leave the reader wanting to know more.

Advertise: Post the content across all social media. Use paid marketing on Facebook and Instagram. Notify your current client base through your email list.

Specialise: Ensure the content is specialised. Know what your content is trying to do and ensure it achieves these objectives. With the Train Station, it is better to write two separate posts, one attracting potential clients, another attracting potential personal trainers, than to write one long post, or two unspecialised posts.

Engage: Leave the readers wanting more, or engage the readers to sign up for your site or buy your product.

Next post, we will examine a case study for The Train Station.


SEO and the future of marketing

Throughout university I had always had a vague awareness of what SEO is. The afterthought of ‘I’ll find out about this later’ whenever my lecturers and professors mentioned the topic. However, ever since I’ve started doing some work with The Train Station Group, I’ve been spending a fair amount of my time researching just how powerful SEO can really be.

SEO is about formatting content on your website so that when people search for certain things using search engines like google or yahoo, your website will be a relevant listing. Social Media is king for creating a brand and raising brand awareness, however no one goes to facebook and searches ‘cheap flights to Fiji.’ No one goes on Instagram and searches ‘Samsung smart TV 70inch.’ Google is still god when it comes to click-to-sale purchasing.

The more specific the search, the more likely the sale, for example look at the two searches ‘basketball shoes’ and ‘lebron XII’s red and white cheap size 13.’ This much is obvious. Fortunately for sellers, searches like the latter account for 70% of all searches done on google. This phenomenon, of largely unique searches making up the majority of searches is called the long tail effect.



The internet is catered to niceh sellers catering to niche interests. This is where SEO comes in. The more keywords your site will trigger to niche searches, the more likely your site will gain popularity and authority which will lead to more sales. Search Engine Optimisation is about tweaking content on your site, so your site is listed organically for niche searches that will lead to purchases. The better your SEO, the higher your listing, the more likely a consumer will click on your website.

There is a whole lot more to it then that, the best beginners guide I’ve seen on the topic is found here: Moz – Beginners guide to SEO. In the next post, I’ll explore how I plan to use SEO at the Train Station.