Search Engine Optimisation (SEO) Services

2.1 This contract will help us develop and build our SEO strategy and deliver key SEO activities over a long-term relationship to cement our position as the go to organisation for travel in Wales and the borders. 2.2 Our key objectives are to Increase revenue, Enhance customer experience and Drive modal shift. As our SEO partner this may take the form of: - Building a solid Technical SEO platform. To ensure that the tfw.wales website is functioning as fast and as smooth as possible to be able to support demand of traffic levels and use of different devices. - Assessing on site SEO. To ensure we are found by users, important content is visible and the information is available and clear. - Identifying off site SEO opportunities and helping us leverage them. 2.3 As an organization we have a portfolio of 30+ websites/apps that are under our control. We’re currently in the middle of our ‘1 domain’ project which involves us closing down our subsites and absorbing them into our main website (tfw.wales) to create a ‘one stop shop’ website and app for users in Wales and the borders. Throughout this strategy we’ll need support to boost our main site’s SEO performance as well as optimizing the integration process as subsites are absorbed. 2.4 We’re responsible for ensuring all of our digital estate is available completely in Welsh, accessible, on brand and user friendly. The appointed SEO agency would be expected to take these criteria into account for any strategy, tactics or actions recommended or undertaken. 2.5 Main sites: - Tfw.wales | trc.cymru – This is our main website that we wish to maintain and build authority for. - tickets.trc.cymru/ | tocynnau.trc.cymru/ Our booking engine site that will also need to be maintained, however we wish to funnel users in via tfw.wales. 2.6 Subsites: Here is a selection of our smaller sites that will be absorbed, there may be others as our strategy progresses. - https://www.journeycheck.com/tfwrail/ - https://www.traveline.cymru/ - https://traws.cymru/ - https://www.pullmanrail.co.uk/ - https://news.tfw.wales/ - https://portal.tfw.wales/ 2.7 We’re looking to appoint a partner to help us build our SEO strategy and deliver the requirements of this contract with the following key areas of focus:  1. Strategic SEO direction and specialist expertise  2. Technical SEO activities  3. Onsite SEO activities  4. Offsite SEO activities  5. General activities