Case Studies | Online Analysis
Introduction
Real Business Recovery wanted to look to the online market to generate enquiries to their business, but with both directors used to traditional methods of marketing through Yellow Pages, Thomson Local and regional press, they wanted to understand the full picture about what was required to make an impact online.
There were some clear frontrunners in the natural search listings that were getting the majority of business and Custard Media were commissioned to undertake a thorough analysis of keywords related to the industry, including statistics on what the five major online competitors were achieving online and analysing the whole online footprint of those competitors.
Having such valuable data would enable Real Business Recovery to plan the structure of their website and integrate a clear online marketing campaign to target their market effectively.
Process
- Research into all the keywords that were relevant to the industry, with statistics for both broad and exact search volumes per month in the UK.
- Analysis of competitors’ Pay Per Click budget, what their bidding campaign showed, amount being spent per day with information on yearly highs and lows in paid search volumes.
- Analysis of the highest performing keywords from competitor’s campaigns.
- Completed a whole audit on their competitors’ online footprint in terms of websites, newswires, blogs referencing them - of which some became immediately obvious to our client when mentioned.
- Evaluation on what natural search keywords their competitors were targeting on a monthly basis.
- Benchmark on where our client’s site currently sat in comparison to competitors, with timescales for making inroads into the marketplace.
Achievements
- Full report of all competitors’ online activities with a full marketing plan for targeting keywords the PPC and Natural Search.
- Full PPC campaign launched and leads coming in from day one
- Natural search rankings page one within 3 months in a very competitive vertical
- Google number 5 for ‘business bankruptcy’ within 5 months.
- Google number 5 for ‘business recovery advice’ within 5 months.