IN PLACE OF STRIFE SEO & PPC

CASE STUDY

THE CHALLENGE:

In Place of Strife approached Peaky Digital with the aim of generating a stronger return-on-investment from their digital marketing campaigns, primarily focusing on PPC and SEO.

THE STRATEGY:

After establishing contextual insights through a keyword research report and full PPC and SEO audit of their current domain, we recognised the need for additional granular tracking on the website. The absence of call-tracking software restricted our ability to identify which existing PPC keywords were driving high quality conversions. We teamed up with our preferred call-tracking partner, Infinity Tracking, and integrated this seamlessly across all campaigns. The valuable data accrued allowed us to track all leads generated and upweight budgets into higher performing areas. 

Launching PPC activity began with a full restructure of their existing account, ensuring best practice and implementing optimisation techniques highlighted in our audit. We chose to direct each individual service campaign to its own bespoke landing page – boosting the quality score and optimising customer user experience. This approach saw a huge uplift in user engagement and positive decrease in the bounce rate of visitors from this channel.

Our SEO approach saw us deliver a full onsite optimisation, ensuring all page titles, meta descriptions and on-page elements were refreshed with the focus of SERPs ranking. We outlined a strategy to achieve business goals for the next year – focusing on building citations and contextual links through the creation of rich and engaging content, ensuring the website’s domain authority continues to rise each month.

THE RESULTS:

 

1,175

Increase In Combined Keyword Rankings

25%

More Tracked Keywords On The First Page Of Google

84%

Increase In PPC Average Session Duration

31%

Decrease In Website Bounce Rate

“We were motivated to employ Peaky Digital to help us with our digital marketing because we felt that we were spending money but not really getting a great insight on our return on investment.  Natalie has been brilliant at analysing where our spend is and, where it proves to be failing to generate any leads, moving that spend to more successful campaigns or stopping the spend altogether.  Her introduction of Infinity Tracking to us has helped us enormously in understanding where our business is being generated from and therefore how we can target the right markets.  An additional bonus is that Natalie is incredibly organised, efficient and great to work with!”

Henrietta Jackson-Stops
In Place of Strife LLP

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