Guardian Support offer Recruitment, Human Resource and Health and Safety advice services across the UK. As their business continues to grow and following previously mad experiences with marketing agencies, they reached out to Digital Ethos for digital marketing support.
Their website ranked for branded key terms and low traffic volume search terms, our digital marketing consultants advised on the best core keywords to target. Carrying out in-depth initial research allowed us to explain the importance of keywords and their semantic variations.
Digital Ethos offered a consultative approach including on-page, off-page and technical search engine optimisation. The digital marketing team reviewed the entire website, inside and out. Taking advantage of their existing website structure and content, we began by optimising their existing landing pages for each of their services. Ranking their different service pages for each unique keyword.
Having conducted competitor research, it was apparent that Guardian Support’s competitors had strong domain authority. Domain Authority is the backlink portfolio of a website, it is your score out of 100, the higher the better. If your website receives a back-link from a website with high domain authority, this is worth more than a link from a low authority website. In order to compete effectively with this, we needed a structured outreach plan. We then approach each month with targets of the number of backlinks to secure.
When evaluating their existing paid advertising campaign on Google, we begin by asking a few questions: What is their budget, what is the minimum amount of leads they need, what is each lead worth in terms of revenue and how many leads to they convert. We expanded their negative keyword list in order to better target those converting clicks. The PPC campaign was restructured, focussing on specific landing pages and keyword groups.
We continue to work hand in hand with Guardian Support, working on their SEO and PPC Campaigns. We are on track to meet our first months KPI’s with over 7 conversions in the first month. We are targeting dedicated landing pages with specific adverts, making the budget more efficient.
With regards to SEO success, we continue to measure both organic users and organic traffic. We compare month on month as well as year on year in order to rule out any seasonal fluctuations. We also monitor domain authority and the health of the backlink portfolio as other success factors.