Douglas College | Digital Analytics Project
ProfileTree is an award-winning digital-marketing and web-development agency in Belfast, Northern Ireland. Partnering with their team, our Douglas College cohort delivered a full-spectrum website audit and integrated marketing roadmap to (1) increase qualified leads and (2) boost social engagement.
Objectives
- Lift average session duration to ≥ 1 min and cut bounce rate 30 % within 12 months.
- Increase qualified leads 20 % through SEO landing pages focused on commercial / transactional keywords.
- Double social-media engagement and Reel views in six months.
My Role
- Led the Organic Search Strategy Analysis to boost visibility and attract high-intent traffic.
- Keyword optimisation: audited 19 k terms; shifted mix toward commercial + transactional intent for clearer conversion paths.
- Backlink strategy: identified low-quality / broken links, mapped high-authority targets, and produced a clean-up + outreach plan to raise domain authority.
- Localised SEO: documented region-specific keyword and backlink opportunities for the UK, Europe, and North America.
- Insight translation: turned raw data into executive-ready recommendations adopted in the final roadmap.
Tools & Platforms
| Tool | Purpose |
|---|---|
| SEMrush | Keyword gap & backlink analysis, intent classification, competitive benchmarks |
| Google Analytics 4 | Traffic trends, engagement metrics, conversion tracking |
| Google Looker Studio | KPI dashboards for non-technical stakeholders |
«…Akpi approached the project with professionalism, attention to detail, and a results-driven attitude…Their ability to break down the data into actionable recommendations was particularly impressive, and their work will have a lasting impact on our digital strategy…»
ProfileTree HR Department, personal communication, September 24 2024.