Wessex Cancer Trust - Charity Website
We launched a dynamic new WordPress website with events and donation functionality.
CASE STUDY
We worked with Documation, a leading provider of business process automation, to gain competitive advantage in the search engines.
Through a combination of high value content, link building and onsite optimisations, we were able to increase traffic and maximise reach.
Project Background & Objectives
We began working with Documation after winning a competitive tender process where we were awarded the contract for the design and development of Documation’s new website.
After launch, we were then asked to help them with their ongoing marketing strategy – specifically focusing on SEO.
The key objectives were around delivering growth across organic traffic, organic enquiries and overall organic reach. With the support of their internal marketing function, we proposed a collaborative approach which leveraged their internal expertise through rich content which was then distributed and promoted to boost Documation’s online authority.
Content Creation
The B2B process automation industry is one based on thought leadership and industry expertise, so it was crucial that our strategy helped to carve out Documation as a leading voice on key subject areas.
We dedicated significant effort to developing poignant pieces of high value content (2-3,000 words) which met Google’s requirements for detailed, valuable pages while also genuinely providing useful information for their target audience. Another important point which can often get overlooked is identifying audiences who may be interested in sharing and linking to the content once produced. By discussing potential topics with website owners before producing the content, we had more certainty that we would be able to promote and generate backlinks for the piece.
The next part of our role was to then do all of the initial research to identify key subjects of interest. These were a combination of what is topical and relevant to their audience, but also where the gaps are in existing online content and available opportunities for rankings growth and rich snippets.
We then provided Documation with a framework for the writing of the content which we then checked, optimised and supported them with. Visuals were created to support the content pieces. Once the content was launched, we then focused on promoting the content, identifying backlink opportunities, and monitoring performance.
Organic page views up
73%
SEO optimisation
Another key part of the strategy was monitoring the SEO performance of the website and continuing to make improvements. When new content was being added to the website, we ensured all the relevant meta information was populated along with
We ran tests on key areas such as page titles to identify the best performing options. We also implemented aspects such as ongoing speed and performance improvements to ensure the website continued to meet Google’s core web vitals.
Organic traffic up
37%Engagement
When we first began working with Documation, they had been struggling with the quality of their traffic. From the launch of their new website, and this SEO activity, we were able to drive great volumes of high quality organic traffic to the site.
We set up advanced tracking on the website to allow us to record not only enquiries and telephone calls, but also other meaningful actions such as interactions with individual website elements and scroll depth.
The high value content that we had produced quickly became the most popular pages on the website (behind the homepage) and the engagement metrics for organic traffic were very strong; showing increases in pages per session, number of sessions per user and time on site, while boasting a low bounce rate.
Drive More Traffic
Let’s talk SEO strategy and how we can help you get high quality traffic from search engines.
Let's Talk