• 22 Jun

    Elsevier

    Building a new SEO process

    Through establishing consistent content workflow and technical best practices that could be integrated across the business, we helped Elsevier overhaul their approach to SEO. This world-leading provider of scientific, technical and medical information products and services has a large portfolio of sites, and the largest collection of electronic journals available, making SEO management a significant task.

    The Challenge

    We have had a long-standing recommendation with Elsevier, back to 2008. We’ve provided technical SEO and PPC support, as well as training for key digital marketing staff and ad-hoc project consultancy.

     

    In 2015, Elsevier approached us to conduct a review of their current SEO process and implementation. As an organisation, we could see they lacked consistency in their approach to digital marketing and SEO, with a different methodology, resources and processes used across their portfolio.

     

    This resulted in conflicting campaigns, company-wide inefficiencies, and in some cases, sites within the group working against each other. Elsevier asked us to deliver three actionable recommendations on how they move forward with SEO across the business.

    Our Solution

    With staff in 23 locations across the world and famous publications such as The Lancet and Cell to care for, our recommendations had to be practical. It was clear that we’d have the most impact by helping Elsevier approach SEO as a fundamental part of their marketing, educating developers on SEO, and identifying the internal team they should build.

     

    The project’s first priority was to identify the key stakeholders in Elsevier’s online presence. They would provide detail on the challenges and requirements needed to achieve our goals.

     

    Once identified, we built a questionnaire to learn more about the individual, and their team. We delved into team structure, their skillset and experience, the current use of tools and what KPIs the unit was working too.

    For more insight, we followed up with a day of interviews, asking more detailed questions. Each interview was individually tailored and allowed us to gather extra information and paint a full picture of the current landscape. This helped us develop recommendations that were not only suitable to Elsevier’s needs but were also practical to implement.

     

    Whilst conducting this research, we were concurrently working on auditing nine separate websites. By running these streams together, we were able to deliver the work within the timescale needed and make recommendations based on a complete view of their situation, and potential.

    The Results

    Once all of the information was gathered, we presented our recommendations to the CMO council, a select group of individuals responsible for all marketing activity.

     

    Our recommendations have been taken on-board, and are being used to create internal process governing ways-of-working that will be rolled-out globally.

     

    The technical SEO audits yielded a number of important improvements that could be made. We provided Elsevier’s development team with a prioritised list of fixes for review and implementation.

     

    Finally, we provided recommendations on building a best-of-class internal digital team, allowing the company to self-manage their ever-growing portfolio of online properties.

    By Jintana Chantschool
  • 19 Jun
    Natural Baby Shower

    Natural Baby Shower

    More Than Natural Growth Through Paid Media

    Natural Baby Shower is a retailer of baby products and the natural place to shop for new parents and moms-to-be. We helped them grow their business over the last two years enabling them to become the industry leader in natural baby products.

    The Challenge

    Natural Baby Shower approached us to help them boost their growth whilst maintaining a low CPA to ensure their overall ROI remained exceptional, but the campaigns were aggressive enough to ensure very strong growth.

    The sector they operate in is very competitive, with cost per click of most keywords increasing, with the wrong campaign on paid channels, this could put pressure on margins. For a growing business, this can present even more of a challenge, with the need to continually find opportunities in such competitive market.

    Our challenge in this marketplace was to not only show NBS’s uniqueness but also to deliver long-term customers, with a strong immediate ROI.

    Our Solution

    To succeed in this competitive niche, the campaign required a lot of hands-on management and an exceptional knowledge of the client and the market. We also needed to constantly monitor our competitor’s prices and offers to ensure we could stay one step ahead.

    We used a number of channels to ensure the campaigns were successful:

    • DSA Campaign
    • RLSA (Shopping and search)
    • Paid Social Ads for Most important events (Black Friday + Baby Shows)
    • New Attribution Model to take better decisions
    • Time of Day bidding – Script to ensure every hour is different
    • Native advertising to reach a broader audience on the display network
    • Access to the main beta so Use all new features before competitors
    • Continuous A/B testing
    • Continual bid management

    Black Friday

    In 2014 NBS did very little for Black Friday, but in 2015 with us helping they started to introduce offer on the day. The build-up and the day were very busy, but we ensured success with a very hands-on approach.

    • Hourly Communication with their team to ensure site/stock were ok
    • Check competition for the best selling brands
    • Check Prices & Stock (out of stock items) on competitors sites
    • Ensure the bids are always on top but also that the spent doesn’t reach too high level
    • Amend the ads during the day for some brands that have just allow a higher discount or who were allowing us to promote their brand term
    • Script for any anomaly every hour

     

    In 2016 the campaign was run again.

    Client Communication

    We had to adapt our approach to the busy environment of a high growth business, some of the areas that allowed the project to be a real success were:

    • We made sure we were available at the times that work for NBS – which included out of hours and weekends
    • Last minute promotions came up frequently and had to be dealt with quickly, this was due to last minute announcements from brands
    • Due to the continual growth of the business, internal teams were always busy and often not available. We got around this by learning quickly about their products and gathering a thorough understanding of their business
    • We were able to push our approach and become an important part of the NBS team

    The Results

    Improvements over the period

    • 225.86% increase in orders through AdWords
    • 433.25% growth in revenue through AdWords & Bing
    • 814.71% increase in revenue through AdWords Shopping campaigns (PLAs)

     

    Black Friday 2015

    • Structuring the campaign to produce over a month’s worth of revenue in one day
    • An increase of 975% in AdWords revenue over Black Friday in 2014 when no promotion took place

     

    Explosive Black Friday 2016

    • Revenue generated in a day in 2016 was over a normal month’s revenue, with the benefit of long-term, repeat customers
    • Black Friday period 2016 saw a 247.02% increase in AdWords revenue (last click attribution) when compared to Black Friday 2015, and 3,755% up on 2014

    Thanks again for helping facilitate a great period of growth for Natural Baby Shower

    Natural Baby Shower

    By White.net
  • 13 Jan
    Audley Travel

    Audley Travel

    PPC, SEO & social media: working better together

    Through a series of integrated campaigns, we supported Audley Travel in their website redesign, increased organic traffic, and reduced PPC costs while boosting click-through rates. Our strategy helped Audley realise the opportunity across several online marketing channels, reducing their reliance on any single traffic source, while all working to get the brand in front of the relevant audiences.

    The Challenge

    With the specialist travel industry becoming more competitive, Audley wanted to ensure that they had a prominent position online and increase the number of visitors to their website. Further, more eyeballs weren’t enough – as with any search strategy, the traffic had to be qualified, and in this case, deliver an increase in requests for brochures and quotes.

    Audley was also in the process of a website redesign which better reflected their brand. As the re-launch was implemented in the run-up to peak booking season, we needed to work with them to ensure that their organic traffic was maintained. Simultaneously, we could see the need to streamline paid search, achieving lower PPC spend while increasing conversions.

    We were also tasked with consulting on the content strategy of Audley’s Traveller magazine. With this, we aimed to capture long-tail search traffic and engaging potential customers who were in earlier research stages of the booking process.

    Our Solution

    Our goal was to create an integrated strategy that not only drove traffic to the site, but increased brand recognition, decreased paid media spend while maintaining or increasing clicks to the site, and led to conversions. To do this in such a rapidly-changing sector, we knew that a 360-degree strategy was needed, integrating key organic, PPC and social media strands.

    Delivering this effectively meant continued SEO consultancy, including refreshing content and metadata, researching new topic opportunities, and streamlining both organic and paid search to relevant products.

    To support our paid and organic search strategies, we also consulted on Audley’s social media presence with the aim of boosting Audley’s brand recognition within the broader travel industry, reaching potential customers, as well as increasing positive sentiment and attention.

    The Results

    Our work proved so successful that we had to stop running PPC campaigns in several areas, as Audley Travel were receiving so many visits from search that the sales teams were working at maximum capacity.

    Our integrated work on search and social media, in particular developing content around the ITV series ‘Billy Connolly: Journey to the Edge of the World’, brought in thousands of direct visits during the six weeks the programme screened.

    More importantly, our initial efforts set the foundations for a long-term relationship, with us working with Audley on the launch of their new website in early 2015 and subsequent content and digital PR projects.

    By White.net