Using SEO, Content and Digital PR to boost organic search and brand visibility

By leveraging detailed research, along with competitor and audience insights, we developed a strategy that our client loved – incorporating SEO, Content and Digital PR to boost organic traffic and brand visibility for a leading personal alarm retailer.

Our key objectives:

• Increase organic visibility for key search terms that convert and play an important role in the buyer journey
• Create content that the target audiences connects with
• Increase the number of quality, relevant backlinks to the website
• Increase online revenue by 40% YoY

The results:

• 73% more users visited the website between March-July 2022, with an increase in organic visits of 106% YoY
• Online revenue increased by 60% YoY, 40% above target
• 99 pieces of online coverage gained through Digital PR and link building activity

Our integrated strategy of SEO, Content and Digital PR engaged potential customers at various stages of their buyer journey, ultimately increasing online revenue and brand profile.

What we did

The overall strategy had several phases, to firstly set strong SEO and UX foundations on which the rest of the activity could build effectively, whilst concurrently building the brand and gaining links via digital PR.

Research & Insights:

• With an audience comprising of end users and also family members/adult children, we used the insights that came from our research to ensure we were targeting the right digital channels and media publications to best reach and engage with those who are most likely to buy – shaping target personas that were at the heart of every piece of content.
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SEO & Content:

• Ongoing SEO auditing and analysis (including Core Web Vitals and pages speed optimisation)
• Revised architecture with new UX-focused mega menus
• Blog URL structure changed to be more search-friendly and existing posts migrated/redirected
• Content audit which led to content pruning and revised internal linking strategy
• All key product and category pages further optimised
• 14 new keyword optimised blog pieces written and published to the website within the first six months
• Reducing keyword density – refocusing content to align with keyword mapping
• New optimised category pages created and published
• 55 new links acquired

Digital PR:

• Multiple digital PR campaigns launched, including data stories and product launches
• Regular reactive digital PR activity, including newsjacking
   

Why was it successful?

• Detailed technical audits and in-depth research were carried out on the website, market, competitors and audience before the strategy was developed, ensuring that we were able to focus on the right areas of the site and allocate resources to the SEO activties to see both short-term and longer-term relevant traffic growth.
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• The SEO, Content and PR teams worked closely together to align content and stories with search trends, current events and upcoming seasonal ideas to maximise coverage, referral traffic to the website and organic visibility of associated landing pages.
• We created blog content on lifestyle topics that we know are of interest to the audience and targeted specific media titles that we know will reach them with our PR activity.