What: Increased web traffic YoY by 80%, with a 45%+ page view increase
Budget: £2,500
How: Focus on SEO and PPC
Intro
Increasing web traffic can take time. If you hadn’t noticed THE internet is quite competitive today. Take the RMI market for example (Repair, Maintenance and Improvements). One Google search for a hot topic right now – Retrofitting – brings back 123 million search results. I haven’t gone through them all yet but I’m pretty sure some of the websites are decent and a whole load aren’t, meaning it’s easy to start to climb up the rankings through all the dross that is out there, but breaking into where it matters (the first page of Google – which usually means in the top 10 search results) is extremely difficult, therefore building up a steady stream of web traffic is also difficult.
This isn’t to say that search engines are the only way to get noticed, there are plenty of others (social media, forums, articles, videos) but the harsh reality is that most people’s online journey will start with Google – it was visited 89.3 billion times in a single month during 2022 (Similarweb, 2022).
Challenge
When a client was looking to increase brand awareness online in a market that was topical and competitive a mixture of organic reach and paid advertising was the logical solution.
How
To deliver the desired results a mixture of immediate exposure through paid advertising and a more long-term organic approach was required.
To achieve this it was important to establish what the organisation wanted to be known for and review the current situation through keyword and website analysis using tools such as Google Analytics and SEMRush.
Using both of these tools provided enough data to see what traffic the website was currently getting, the most popular pages as well as bounce rate and time on site, with the keyword analysis offering an insight into what people were searching for and the number of searches for these words, all of which were important metrics to understand for improving brand awareness.
Once this analysis was completed it provided enough intel to make multiple improvements onsite (such as developing pages dedicated to topics and keywords that were lacking and limiting the website reach and search results) as well as a well-structured and targeted PPC campaign linking keywords and online search history to dedicated web pages.
Results
In focussing on both the long-term and short-term effects of online promotion our client was able to increase traffic to the website resulting in a 70% uplift YoY as well as an increase in online enquiries during the 4-month period and subsequently after.