seo case study - improving traffic quality

Download SEO Case Study - Improving Traffic Quality

Post on 14-Dec-2014




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A case study from Modern Media on improving the quality of traffic to a B2B software provider in the customer service sector. Modern Media is a technology marketing agency focusing on demand generation and specialising in integrating search, social, PR and content strategies.


  • 2. CASE STUDY CLIENT OVERVIEW COUNTRY: UK INDUSTRY: Customer Serivce Software SECTOR: Web Self-Service CLIENT PROFILE: Synthetix were founded in 2001 and provide enterprise level, multi-channel customer service solutions. Clients include Virgin, BBC, Morrisons, Easyjet Holidays and 70% of the water utility providers. Modern Media worked with Synthetix to optimise to attract higher quality traffic with the view to ultimately increasing website conversions. Adam Ashcroft, Sales Director BUSINESS SITUATION Synthetix have traditionally used telesales as their primary lead generation channel. They were acutely aware that in order to grow, they needed to alter the volume and quality of website visitors to ultimately increase the website conversion rate. The website was generating a reasonable amount of traffic, but the site conversion was low and the bounce rate was high.
  • 3. CASE STUDY RESULT: >> 212% INCREASE IN KEYWORDS RANKING >> KEYWORDS IN POSITION 1-3 DOUBLED >> 650% INCREASE IN RELEVANT KEYWORDS RANKING DEFINING THE SEARCH STRATEGY Modern Media completed a full search engine optimisation (SEO) audit and devised an SEO strategy that focused on driving quality traffic to UNDERSTANDING THE BUYER With any website, its important to attract the right kind of visitor. Modern Media recommended a workshop to understand the sector and Synthetixs buyers. From there a search strategy was created that directly targeted the right kind of buyer focusing on quality traffic over quantity of traffic. KEYWORD RESEARCH, COMPETITOR ANALYSIS AND WEBSITE OPTIMISATION The core keyword list was drawn up, competitors were reviewed and keyword research undertaken. Once 11 primary keywords and 40 secondary keywords were agreed, Modern Media optimised the website and blog copy. DEFINE BUYERS & APPROPRIATE NICHEES KEYWORD RESEARCH 2 ON-SITE OPTIMISATION & COPY REVIEW 3 HOMEPAGE REDESIGN 4 RESULTS ANALYSIS & DEBRIEF 5 DISCOVERY & IMPLEMENTATION PROCESS 1
  • 4. CASE STUDY PROPOSED SOLUTION Buyer profile workshop to understand marketplace and buyers. Search strategy that focuses on niche audience and quality traffic. Link building programme that capitalises on other digital marketing activity. Full website optimisation including homepage redesign. SOLUTION BENEFITS More niche or product related terms ranking on Double the number of keywords ranking in positions 1-3. Huge reduction in non-relevant keywords triggering impressions delivering more targeted traffic to website. Internal team trained in implementing off-site optimisation.
  • 5. CASE STUDY TALK TO US TODAY Modern Media Bristol and Bath Science Park Dirac Crescent Emersons Green Bristol BS16 7FR Phone: 0117 289 7000 Email: Twitter: @modmedialtd ABOUT MODERN MEDIA Modern Media is an award-winning B2B technology marketing agency offering integrated digital campaigns to drive growth. We focus on lead generation and customer engagement through search, social, PR and content, underpinned with strategic thinking and solid metrics. Were honest, straightforward and clear thinkers. We wont baffle you with jargon and we wont lead you down the garden path. Were chosen by our clients for our grounded insight and our ability to positively influence business performance. We start with your buyers and define a strategy that works with their behaviour, motivations and concerns, and the channels they engage with. We forecast marketing performance, setting out how the results will take shape over time. We set KPIs and ensure that every media channel we recommend delivers against your expectations. Rigorous processes and regular, easy to understand reports with expert insights come as standard, so you know exactly what works and what doesnt, and more importantly how its affecting the bottom line.