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The Brief
CAMPAIGN HIGHLIGHTS
- 111% increase overall in organic search conversions
- 40% increase in overall conversion rate
- 89% increase in organic traffic and 1,300% increase in organic conversions for property auctions
- 814% increase in organic traffic and 1,200% increase in organic conversions for property agency services
- 33% increase in PPC conversions
- 56 keywords on page 1 of Google results
- 10 keywords at position 1 of Google results
BACKGROUND
Roger Hannah are the largest independent property consultancy in the UK, delivering expert, comprehensive property expertise from their base in the centre of Manchester. Specialising in the provision of Chartered Surveyors and property management, Roger Hannah are one of the top 40 property consultants in the UK, acting for public authorities, property companies, plc companies, entrepreneurs and all manner of businesses.
The Brief
Red Cow Media were instructed to begin work on the Roger Hannah & Co website in March 2017. In an industry that is usually heavily reliant upon traditional methods of marketing, some senior members of the team were sceptical about the potential effectiveness of digital marketing. In conjunction with this, the company had tried digital marketing activities and failed with a previous agency in the past, therefore our optimistic projections at the start of the campaign were met with further scepticism.
The aims set out at the beginning of the campaign were to increase traffic and enquiries by 25%, if we could achieve this goal then they would be over the moon. More specifically, Roger Hannah were looking to drive enquiries from pages other than just the home page, on which they were heavily reliant prior to Red Cow commencing work. Based on our projections at the outset of the campaign, and from conducting competitor research, we believed this target to be more than achievable within the space of a year, and set an internal target of a 40% increase year on year.
The Results
"We have worked with a number of digital marketing agencies over the years, but the communication and, most importantly, results that we've experienced with Red Cow Media are second to none. We've seen improvements across the board and are extremely pleased indeed."
Mathew Tattum, Head of Marketing, Roger Hannah & Co
One of the central features of an SEO campaign with Red Cow Media is in depth projections, before the SEO project begins. We look in detail at the number of monthly searches for any given keyword we wish to target, and we can then project how much traffic will land on the website using average click through rates from Google and project the number of enquiries it will result in using previous data. The in-depth projections enable us to have confidence in the success of the campaign before we begin, and due to this we knew in this case that the 25% target was easily achievable. We ended up surpassing the target set, with an increase of over 60% in traffic, and over 110% increase in the number of enquiries. We were able to successfully generate traffic to new sub pages through the strategic use of PPC, and by successfully getting them ranking well in their own right. This led to the number of enquiries on specific pages on the website increasing by up to 1,300% compared with the previous year.
