Travelvax

Detailed expertise and double the traffic within 6 months

Display retargeting, Online presence, Paid search marketing, Search and advertising, Search engine optimisation

Project

Detailed expertise and double the traffic within 6 months

With an SEO agency on board, Travelvax (a national healthcare provider) was unhappy with its services and outcomes. There was no clear strategy, no communication about activities being done, no definitive improvement in Google page rankings, and no reductions in cost per lead. The company knew it was missing out on customers.

Approach

Enter Higher Ranking

We wanted to reimagine Travelvax’s ROI. After reviewing its previous SEO and digital marketing activities, we came up with a plan of attack.

Develop a new SEO program

We revised the client’s SEO strategy to focus on generating targeted, qualified leads.

Improve paid campaigns

We refreshed Google Ads activity to increase the number of leads per dollar spent.

Nudge potential customers

We set up Google Display Network (GDN) remarketing ads to keep Travelvax front of mind.

Challenge

A 360-degree approach to search engine marketing

The client has a Google Ads structure that failed to focus on the right things, which required a comprehensive analysis to identify these opportunities. What it needed was attention to detail and deep expertise across all facets of SEO including technical skills, content development, website structure, and backlinking.

For Travelvax, we:

Improved Google Ads campaign structure to focus on conversions
Added keywords to focus on high conversion value keywords
Added ad groups to increase conversion and relevancy score
Added negative keywords to focus traffic
Added text ad variants to improve quality score.

Solution

Our proven SEO program

SEO site audit

After meeting with the Travelvax team to get a clear understanding of their current situation, objectives, and frustrations with their previous agency, we proposed a course of action which we knew would positively impact outcomes.

Strategy

We focused on website content development built around a strategic link acquisition program to increase website authority. We also suggested changes to landing page structure. We walked the client through each step so they were clear on the actions being undertaken, the reasons behind it, and the results they could expect.

Keywords

The audit had shown that the current site was poorly optimised for high-value keywords. We worked with the client to establish three keyword categories (or ‘silos’) with high search volume and suggested new pages that better addressed these silos.

Content

The final step was to draft keyword-rich content for landing pages. Higher Ranking researched wireframes and then implemented a range of UX and content-related changes to improve the user experience, while adding 27 new pages to attract organic traffic.

Results

More bang for its digital marketing buck

Travelvax wanted a trusted partner that would not only deliver ROI, but also keep the company up-to-date and continually refine actions based on results. Highlights include: