Travelvax
”“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.”
Travelvax Australia
Health is a highly competitive industry for search engine marketing and search engine optimisation (SEO).
TRAVELVAX, a large national healthcare provider, had previously engaged a reputable full-service digital agency to help generate more customer leads. After two years, they summarised their experience of working with a big agency as:
- Unhappy with the service and the lack of relationship (no real understanding of their business or their needs, and not responsive to questions);
- Unsure of what was being done, why, and the expected outcomes;
- No clear strategy moving forward.
Most importantly, the results didn’t match the investment:
- No definitive improvement in organic Google page rankings;
- No meaningful reduction in their cost per lead / engagement from their Google Adwords investment.
In short: they weren’t getting a good return on their investment, and were missing out on new customers they knew were out there.
Travelvax wanted a better bang for their digital marketing buck. They needed a trusted partner who could deliver results. But they also wanted an agency that was small enough to value the relationship: that had a clear ongoing strategy, kept them updated on activities and results, and continually refined the actions based on measurable results.
Enter Higher Ranking
After meeting with the Travelvax 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:
#1
Run an SEO Program to generate targeted and qualified leads
#2
Revise Google Ads activity to increase the number of leads per dollar spent
#3
Set up Google Display Network (GDN) site remarketing display ads
1. SEO Program
The tailored SEO Program for Travelvax focused on four key areas:
SEO Site Audit
The first step was to conduct an in-depth analysis of their existing site’s organic SEO health in comparison with their key competitors. From here we could identify the changes needed to make the site SEO friendly.
Keywords
We worked with the client to establish three keyword categories (or ‘silos’) with high search volume. The audit had shown that the current site was poorly optimised for these high-value keywords.
Strategy
We then developed an SEO strategy which focused on onsite content development targeted at the keyword silos. This was built around a strategic link acquisition program to increase the authority of the client’s website. It also addressed suggested 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.
Content
The final step was to draft keyword-rich content for the landing pages for approval by the client. We implemented the agreed onsite changes, and designed and built 27 new pages for the organic site.
2. Google Adwords
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.
The activities we focused on for Travelvax included:
Improved structure for Google Adwords campaign 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.
Results
SEO Program — first 12 months
- 40% increase in Google ranking performance: meaning the keywords we have selected, and the content strategy to build authority, have both been successful;
- 352% increase in visitors to the site;
- 269% increase in goal conversions (these are the types of leads the client has identified as valuable — whether phone calls, emails, contact us forms, bookings, shopping cart sales, etc.);
- 60 keywords rank in the top ten on Google page one;
- 10 keywords rank in position #1 on Google page one – the highest rank possible, and the biggest driver of revenue compared to any other form of advertising.
Google Adwords
— first 12 months
- 12% decrease in bounce rate—a key indicator that we are driving engaged and highly relevant prospects to your site;
- 1 min 8 sec increase in session duration. The more time on the site, the more engaged a prospect is, and the greater the likelihood they will become a customer (this will also increase your quality score with Google, therefore you pay less money for a more dominant position on the page when a customer clicks on your ads);
- Increased engagement by over a minute (to 3 min 21 sec), meaning they already trust your brand;
- 194% uplift in goal conversions (qualified leads) from May 2015 to May 2016.
But don’t take our word for it …
“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.”
— Travelvax Australia
