SEO Strategy and Implementation
Absorb started working on the SEO account in May 2009. When we arrived, the SEO landscape was very challenging and the internal SEO manager was short of resource. We worked alongside the manager in order to build an overarching SEO framework that could be used to inform future mid to long term SEO strategy.
In constructing this framework, we:
- Developed keyword strategy looking at business critical keywords
- Conducted thorough onsite SEO audits
- Devised link building strategy
- Developed understanding of wider content and keyword opportunities
To implement the strategy as seamlessly as possible we forged relationships with key internal teams and individuals. We trained and educated internal staff on SEO and on their role in delivering the SEO strategy and we also built processes to formalise their SEO tasks so that these tasks formed a part of their regular workload.
Once the core foundations were in place and rankings grew, it was possible to turn our primary focus to SEO’s relationship with other channels, most notably PPC. We also looked at the bigger picture in terms of the role SEO plays in the purchase journey, from first to last click.
Results
SEO margin for the target keywords and optimised pages grew by 106% year-on-year comparing March to June 2009 to March to June 2010. These results were achieved in spite of a reduction in lastminute.com brand searches and amongst the turmoil of the ash cloud and financial decline in the UK.
The investigation into the PPC and SEO relationship release more than £120k in marketing spend without losing a single sale, which was redistributed to other channels for investment.
SEO is now a self supporting channel, it effectively pays for itself through incremental year-on-year growth.
