This example is of how Headway Marketing has helped a service provider create a brand to better compete in search rankings.
In a crowded landscape, a Basingstoke-located business struggled to gain traction in search rankings. An agency already supported the PPC activities and the website was in the hands of a creative agency for development when Headway Marketing was called for additional support.
There was a belief in the company that a website should be refreshed every three years to maintain favour with Google, hence the ongoing redesign. However, there was a desire for support with the content to ensure impact in search engine listings.
Headway Marketing’s approach was to explore the data to understand what was going on. The research proved that the company name was the primary keyword for seeing the website – its service-related keywords were less used.
Examination of the content showed that there was little appreciation of SEO techniques with multiple keywords, some quite technical, appearing on the same page.
The content lacked any hierarchy or even organisation. The data pointed towards neither search engines nor users engaging well with the information.
Headway Marketing proposed a multi-stage process that began with a key stakeholder workshop to build the Brand.
A brand is not a company name nor a logo. Nor a tagline. A brand is defined by what the customer experiences; this means that it is the joining of the entire business proposition. The company history, its ethos and values, its purpose, its marketing collateral, the sales process, the product, the service and after sales care and the company reputation all contribute towards how the customer feels – this is the brand.
With key stakeholders, we created the brand. We set out the business’s purpose, the values that organise how the purpose is fulfilled and defined the key services. Importantly, services were defined in the language that CUSTOMERS use, not the product team not the owner.
With these definitions in place, content was created and organised across the new website. The services were well explained, with a on-brand keywords consistently used to reinforce the primary messages.
Gains in SEO can be measured in many ways. There should be an increase in the use of targeted keywords (check Google Search Console for Impressions and Clicks).
Additionally, there should also be an increase in related keywords. With this client, creating a brand has improved the SEO performance. By creating a strong and compelling purpose, there was an increase in traffic coming from the language used in the purpose statement. Customers began finding the company because of the need to resolve their problems and not just the explicit service proposition.
If you are in need of refreshed marketing content, a lift in your SEO or are stuck with a website that needs something but you just don’t know what, Headway Marketing can help. Send a message and I’ll get back to you as soon as I can.
Headway Marketing Ltd
Headway Marketing provides a complete website management service: website analysis, content marketing strategies and content creation services that help you better connect with your customer.
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