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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.
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CASE STUDY
www.modern-media.co.uk
SEARCH RANKING IMPROVED BY 212% FOR CUSTOMER SERVICE SOFTWARE COMPANY
CASE STUDY
www.modern-media.co.uk
CASE STUDY
www.modern-media.co.uk
CLIENT OVERVIEW
COUNTRY: UK
INDUSTRY: CustomerSerivceSoftware
SECTOR: Web Self-Service
CLIENT PROFILE: Synthetixwerefoundedin2001andprovideenterprise level,multi-channelcustomerservicesolutions.
ClientsincludeVirgin,BBC,Morrisons,Easyjet Holidaysand70%ofthewaterutilityproviders.
Modern Media worked with Synthetix to optimise Synthetix.com
to attract higher quality traffic with the view to ultimately increasing
website conversions.
Adam Ashcroft, Sales Director
BUSINESS SITUATION
Synthetixhavetraditionallyusedtelesalesastheirprimaryleadgenerationchannel.Theywereacutelyawarethatinordertogrow,theyneededtoalterthevolumeandqualityofwebsitevisitorstoultimatelyincreasethewebsiteconversionrate.Thewebsitewasgeneratingareasonableamountoftraffic,butthesiteconversionwaslowandthebounceratewashigh.
CASE STUDY
www.modern-media.co.uk
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 Synthetix.com
UNDERSTANDING THE BUYER
Withanywebsite,it’simportanttoattracttherightkindofvisitor.ModernMediarecommendedaworkshoptounderstandthesectorandSynthetix’sbuyers.Fromthereasearchstrategywascreatedthatdirectlytargetedtherightkindofbuyerfocusingonqualitytrafficoverquantityoftraffic.
KEYWORD RESEARCH, COMPETITOR ANALYSIS AND WEBSITE OPTIMISATION
Thecorekeywordlistwasdrawnup,competitorswerereviewedandkeywordresearchundertaken.Once11primarykeywordsand40secondarykeywords wereagreed,ModernMediaoptimisedthewebsiteandblogcopy.
DEFINE BUYERS & APPROPRIATE NICHEES
KEYWORD RESEARCH
2
ON-SITE OPTIMISATION & COPY REVIEW
3
HOMEPAGE REDESIGN
4
RESULTS ANALYSIS & DEBRIEF
5
DISCOVERY & IMPLEMENTATION PROCESS
1
CASE STUDY
www.modern-media.co.uk
PROPOSED SOLUTION
• Buyerprofileworkshoptounderstandmarketplaceandbuyers.
• Searchstrategythatfocusesonnicheaudienceandqualitytraffic.
• Linkbuildingprogrammethatcapitalisesonotherdigitalmarketingactivity.
• Fullwebsiteoptimisationincludinghomepageredesign.
SOLUTION BENEFITS
• MorenicheorproductrelatedtermsrankingonGoogle.co.uk.
• Doublethenumberofkeywordsrankinginpositions1-3.
• Hugereductioninnon-relevantkeywordstriggeringimpressionsdeliveringmoretargetedtraffictowebsite.
• Internalteamtrainedinimplementingoff-siteoptimisation.
CASE STUDY
www.modern-media.co.uk
TALK TO US TODAY
Modern MediaBristolandBathScienceParkDiracCrescentEmerson’sGreenBristolBS167FR
Phone: 0117 289 7000Email: [email protected] Twitter: @modmedialtd
ABOUT MODERN MEDIA
ModernMediaisanaward-winningB2Btechnologymarketingagencyofferingintegrateddigitalcampaignstodrivegrowth.
Wefocusonleadgenerationandcustomerengagementthroughsearch,social,PRandcontent,underpinnedwithstrategicthinkingandsolidmetrics.
We’rehonest,straightforwardandclearthinkers.Wewon’tbaffleyouwithjargonandwewon’tleadyoudownthegardenpath.
We’rechosenbyourclientsforourgroundedinsightandourabilitytopositivelyinfluencebusinessperformance.
Westartwithyourbuyersanddefineastrategythatworkswiththeirbehaviour,motivationsandconcerns,andthechannelstheyengagewith.
Weforecastmarketingperformance,settingouthowtheresultswilltakeshapeovertime.WesetKPIsandensurethateverymediachannelwerecommenddeliversagainstyourexpectations.
Rigorousprocessesandregular,easytounderstandreportswithexpertinsightscomeasstandard,soyouknowexactlywhatworksandwhatdoesn’t,andmoreimportantlyhowit’saffectingthebottomline.
