Travelvax

Detailed expertise and double the traffic within 6 months

Sessions
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.

Chart
Develop a new SEO program

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

Eye
Improve paid campaigns

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

Target
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.
Vector
Solution

Our proven SEO program

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.

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.

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.

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:

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40%

increase in Google ranking performance
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352%

increase in visitors to the site
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269%

increase in goal conversions
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1

Google page one for 60 keywords
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1

Google position one for 10 keywords
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12%

decrease in bounce rate
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1min 8sec

increase in session duration
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40%

increase in Google ranking performance
Diagonal-arrow

352%

increase in visitors to the site
Diagonal-arrow

269%

increase in goal conversions
Diagonal-arrow

1

Google page one for 60 keywords
Diagonal-arrow

1

Google position one for 10 keywords
Diagonal-arrow-down

12%

decrease in bounce rate
Diagonal-arrow

1min 8sec

increase in session duration

“After moving to Higher Ranking we’ve noticed substantial gains across all positive aspects of ranking performance thanks to the targeting campaigns suggested by the team—it has been a very productive relationship to date. Kym is always accessible, offering ideas and solutions to our specific needs. We highly recommend using Higher Ranking—our dealings with them have been a welcome change over previous digital providers.”

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