El Roboto - El Roboto were awarded the contract to re-design and re-develop the website for Newcastle upon Tyne's Monument Mall shopping centre in 2009. In accordance with our clients brief,...

El Roboto were awarded the contract to re-design and re-develop the website for Newcastle upon Tyne's Monument Mall shopping centre in 2009. In accordance with our clients brief, the new website has a striking new look and an array of content management and reporting tools.

Utilising the new features of Capitan v3, each of the stores in the Mall has access to update their own news, events, and vacancies. These updates are then queued for approval by the shopping centre manager to ensure total control over published content.

The website makes use of Capitan's User Management suite which can be populated by on-site registration or CSV import for mass migration of existing data. The system then allows easy compilation of user groups by demographics such as age, sex and location which can be individually targeted by Capitan's Email Campaigns if desired.

Our client was also keen to improve the website's SERP positioning for competitive terms such as 'newcastle shopping' and 'shopping newcastle upon tyne'. Our approach was to take on a new primary domain which includes important keywords - www.newcastle-shopping.co.uk, and to use www.monument-mall.co.uk as a scondary domain for use on marketing materials.

This was easy to roll out using Capitan's Domain Manager which also ensures no duplicate content penalty is incurred. Using Capitan's SEO Management tools along with this new domain setup led to an impressive rise in traffic from search engines. In the first month of the website being live Capitan's Statistics Suite tracked over 600 incoming visitors using the desired search terms.

www.newcastle-shopping.co.uk