They were looking to drive quality leads from each region. North America to start, and then start expanding into Europe and - lastly - Asia.
We drove drastic increase in organic traffic by improving the query targeting and technical optimization of title tags, header tags, and descriptions to improve organic ranking and click-through-rates. We also took up SERP market share for their most profitable keywords through on-page technical SEO coupled with targeted PPC ads to take up more market share on high-traffic SERPs. To ensure we were increasing ROAS (Return on Ad spend) we built detailed lists of visitors and their interactions with the website. We then segmented their visitors by buying stage and targeted them with relevant copy across the correct channel.
"We track a whole slew of metrics, and they are almost all up because of Directive’s work. We’ve built fairly comprehensive web trackers that track the whole of KPIs (key performance indicators) relative to historical performance. We track overall visitors that come to the site, so we do track quality visits as well. Those have gone up relative to organic and paid quality visits. Then we have our leads. Obviously, we have a couple of different categories of leads when they come to our site and fill out different forms. Both of our form variants have increased in conversions - paid and organic. We also track our total paid clicks, cost per lead, and our ad-click-to-lead ratio. Everything is going up. We were seeing positive results in the first 60 days. And the results were definitely worth bragging about." - Shaun Black, Global VP of Marketing
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