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Case Study: Search Ranking Improved by 212% for Customer Service Software Company


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This case study details the SEO audit Modern did for one of our customers and the SEO strategy that we devised to drive quality traffic to their site.

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Case Study: Search Ranking Improved by 212% for Customer Service Software Company

  2. 2. CASE STUDY CLIENT OVERVIEW COUNTRY: UK INDUSTRY: Customer Serivce Software SECTOR: Web Self-Service CLIENT PROFILE: Synthetix were founded in 2001 and provide enterprise level, multi-channel customer service solutions. Clients include Virgin, BBC, Morrisons, Easyjet Holidays and 70% of the water utility providers. Modern worked with Synthetix to optimise to attract higher quality traffic with the view to ultimately increasing website conversions. BUSINESS SITUATION Synthetix have traditionally used telesales as their primary lead generation channel. They were acutely aware that in order to grow, they needed to alter the volume and quality of website visitors to ultimately increase the website conversion rate. The website was generating a reasonable amount of traffic, but the site conversion was low and the bounce rate was high.
  3. 3. CASE STUDY DEFINING THE SEARCH STRATEGY Modern completed a full search engine optimisation (SEO) audit and devised an SEO strategy that focused on driving quality traffic to UNDERSTANDING THE BUYER With any website, it’s important to attract the right kind of visitor. Modern recommended a workshop to understand the sector and Synthetix’s buyers. From there a search strategy was created that directly targeted the right kind of buyer focusing on quality traffic over quantity of traffic. KEYWORD RESEARCH, COMPETITOR ANALYSIS AND WEBSITE OPTIMISATION The core keyword list was drawn up, competitors were reviewed and keyword research undertaken. Once 11 primary keywords and 40 secondary keywords were agreed, Modern optimised the website and blog copy. DEFINE BUYERS & APPROPRIATE NICHEES KEYWORD RESEARCH 2 ON-SITE OPTIMISATION & COPY REVIEW 3 HOMEPAGE REDESIGN 4 RESULTS ANALYSIS & DEBRIEF 5 DISCOVERY & IMPLEMENTATION PROCESS 1 RESULT: >> 212% INCREASE IN KEYWORDS RANKING >> KEYWORDS IN POSITION 1-3 DOUBLED >> 650% INCREASE IN RELEVANT KEYWORDS RANKING
  4. 4. CASE STUDY PROPOSED SOLUTION • Buyer profile workshop to understand marketplace and buyers • Search strategy that focuses on niche audience and quality traffic • Link building programme that capitalises on other digital marketing activity • Full website optimisation including homepage redesign SOLUTION BENEFITS • More niche or product related terms ranking on • Double the number of keywords ranking in positions 1-3 • Huge reduction in non-relevant keywords triggering impressions delivering more targeted traffic to website • Internal team trained in implementing off-site optimisation
  5. 5. CASE STUDY TALK TO US TODAY Modern Bristol and Bath Science Park Dirac Crescent Emerson’s Green Bristol BS16 7FR Phone: 0117 332 6700 Email: Twitter: @modernb2b ABOUT MODERN Modern is an award-winning specialist technology B2B marketing agency offering integrated digital campaigns to drive growth. We focus on lead generation and customer engagement through search, social, PR and content, underpinned with strategic thinking and solid metrics. We’re honest, straightforward and clear thinkers. We won’t baffle you with jargon and we won’t lead you down the garden path. We’re chosen by our clients for our grounded insight and our ability to influence business performance. We start with your buyers and define a strategy that works with their behaviour, motivations and concerns, and the channels they engage with. We forecast marketing performance, setting out how the results will take shape over time. We set KPIs and ensure that every media channel we recommend delivers against your expectations. Rigorous processes and regular, easy to understand reports with expert insights come as standard, so you know exactly what works and what doesn’t, and more importantly how it’s affecting the bottom line.