Telecoms Case Study

The Situation

Managed Communications wanted us to build a solid SEO platform on which we could further strengthen the company's digital marketing strategy. As well as the primary goal of delivering more visitors, we set out several other key performance indicators at the beginning of the campaign:

• Achieve page one rankings for generic terms combined with specific product names
• Reduce cost per acquisition by 30%
• Inhabit over 40% of available keyword space
• Deliver more than 30% of overall site traffic through SEO

The Solution

In a highly competitive broad-keyword marketplace, the campaign needed a fresh approach. In addition to identifying and targeting high volume searches, our strategy incorporated on and off-page optimisation centred around specific product names and manufacturers, as well as generic keywords.

Key actions taken

• High-quality inbound link optimisation strategy developed
• Identification and targeting of industry-specific keywords
• Search-compatible CMS changes to wrap in specific keywords with popular generic terms
• Social search monitoring to assess and react to hot and cold spots

The Results

Within three months we had met and exceeded all of our agreed KPIs, delivering solid page one positions for all of Managed Communications' desired terms.

Key statistics

• CPA brought down by 57%
• Site traffic from natural SEO increased to 49%
• Keyword coverage across 75% of UK search space
• Search referrals up 266% year-on-year