Catalyst Computers Case Study – Higher Ranking Digital Agency

CASE STUDY - Catalyst Computers

53% increase in organic visits & 78% increase in the number of sessions;

QUICK RESULTS

142%

in session duration;

221%

increase in lead generation
from SEO;

38%

in bounce rate.

Catalyst Computers is a boutique IT support company based in Sydney.

For over three years Catalyst Computers had engaged a large global agency to help with Google Adwords and SEO. While leads were increasing, the financial results weren’t justifying the digital marketing spend.

It turned out the agency was bidding and optimising toward low value keywords like ‘laptop repair’, ‘computer repair’, and ‘virus removal’. So while the lead volume looked good, they weren’t coming from Catalyst’s ideal clients (businesses with higher end needs), and didn’t represent the true value the company could provide.

Revenue was inconsistent due to the poor calibre of prospects being attracted, so the owner lacked the confidence to be aggressive in his business growth plans.

The problems with the big agency included:

High turnover of account managers—it felt like they were continually being offloaded;
The agency wouldn’t provide access to their AdWords account (which suggests they were taking a hidden markup on the cost per click on top of the high management fee);
No clear continuous improvement in lead quality or quantity;
No SEO ranking increase;
No defined strategy to improve results;
Poor communication of objectives, activities and reasons for lack of improvement;
Questionable value—poor return on investment.

As a result, the owner was frustrated. He wasn’t seeing a return on his investment. He didn’t feel valued, and didn’t feel like the agency had his best interests at heart. He’d lost trust in the agency.

“After being disappointed by the poor strategy and execution of our digital marketing by a previous provider, working with Kym and the team has been a breath of fresh air. Kym has a wealth of knowledge, is attentive and really takes the time to explain things in depth. Kym’s hard work has delivered sensational results in a short period of time! We couldn’t be happier! Thank you!”

CATALYST COMPUTERS

Enter Higher Ranking

After meeting with the Catalyst Computers team to get a clear understanding of their current situation, objectives, and frustrations with their previous agency, we proposed the following course of action which we felt would achieve the best results:

Set up a Google Adwords (now Google Ads) campaign to boost the number of quality leads per dollar spent

Run a Search Engine Optimisation (SEO) program to generate targeted and qualified leads

Set up Google Display Network (GDN) site remarketing display ads

1. Google Adwords campaign

Google Adwords (now Google Ads) is a fantastic tool we believe every business can benefit from.

You can expect to quadruple your current conversions within the first six months.

Built and ran a Google Adwords (now Google Ads) campaign focusing on high value customers (strictly B2B);
We then spent the next few months optimising the campaign through high conversion keywords to focus on higher value customers (filter out B2C enquiries) so they were only paying for high value leads.

2. Search Engine Optimisation (SEO)

The tailored SEO Program for Catalyst Computers focused on four key areas:

SEO Site Audit

In the first month we conducted an in-depth analysis of Catalyst Computers’ existing site’s organic SEO health compared to key competitors. From here we could identify the changes needed to make the site SEO friendly.

Keywords

We worked with the client to establish five keyword categories (or ‘silos’) with high search volume and high value. The audit highlighted that the existing site was poorly optimised for these high value keywords.

Strategy

We developed an SEO strategy which focused on onsite content development. This was built around a strategic link acquisition program to increase the authority of the client’s website. We also recommended changes to the landing page structure, including new pages that better addressed the keyword silos. We walked the client through the strategy step-by-step so they were clear on the actions being undertaken, the reasons behind it, and the results they could expect. The client then approved the strategy, keyword silos and landing page structure.

Rebuild

We completely redesigned and rebuilt the entire site to ensure it aligned with the SEO strategy. We implemented onsite changes after approval by the client, and set on-page content live on the organic site.

Content

We implemented the agreed onsite content strategy, and designed and built 17 pages of keyword-rich search engine-optimised content and on-page structure. This was vetted and approved by the client. We then commenced the strategic link building acquisition to increase the authority of their website.

Results

Search Engine Optimisation (SEO)

Catalyst Computers now has authority for 15 high-value, high-traffic B2B keywords on the front page of Google. Overall, our strategy and execution have resulted in:

53% increase in organic visits to the site per month;
78% increase in the number of sessions;
142% increase in session duration;
221% increase in lead generation from SEO;
38% reduction in bounce rate.

SEO Results Over 18 Months

Benchmark Results Month 1

Benchmark Results Month 18

Summary

Since engaging Higher Ranking to manage Google Adwords and SEO, Catalyst Computers has seen a significant turnaround in performance. Their campaign has gone from delivering the wrong type of leads (individuals) to now delivering highly qualified, highly profitable and long-term business clients. The continuing quantity and quality of leads means the owner now has confidence he can strategically grow his business.