SEO Case Studies

 QueryClick specialise in Search Engine Optimisation (SEO), Pay Per Click (PPC) and Conversion Rate Optimisation to deliver the best return on investment in the industry with proven results for businesses of any size.

We pride ourselves in our ability to bring outstanding value to your web campaign. The following case study demonstrates how QueryClick can help you create the most efficient blend of all three services to get the best ROI.

As ever, our expert team are on hand to create your free SEO audit today so don't miss out on improving your web output and return on every level. Contact us now

CASE STUDY

The client: A leading travel and hotel accommodation provider based in the UK with nationwide reach.

The scenario:

• The client had previously run SEO and PPC with a major, UK based SEO agency.
• The client migrated to QueryClick's strategy team to revamp SEO and PPC campaigns. 
• Conversion Rate Optimisation (CRO) techniques were also implemented site-wide.

Key Facts from the year-long campaign at a glance:

• Pageviews up by 4.7million compared to previous campaign
• Driven by 248% increase in SEO
• Driven by 907% increase in PPC
• Organic traffic bounce rate down 48%
• PPC traffic up 9,000 clicks per month for same spend

SEO campaign spotlight:

In order to achieve such striking results, QueryClick implemented a number of changes under the umbrella of search engine optimisation. 

These changes can be broken down into four distinct areas:

• Resolve all extant technical onpage & canonical issues

To do so QueryClick's in-house technical team conducted a detailed audit which was collated into a technical strategy ready for implementation. These suggested resolutions ensured the website was running optimally; providing a solid foundation for further SEO improvements to be made.

• Consolidation of pages & keyphrase documentation

Via a marketing and keyphrase strategy, QueryClick recommended consolidating the hotel listings section from 8-9 pages to just 1-2 as a means to preserve domain value. Preserving domain value is achieved by removing unnecessary pages and building out targeted landing pages for SEO & PPC keyphrase targets relative to the client.

• Review visitor journey

After Examining the journey from search engine result page (SERP) to site, QueryClick reviewed the functionality of the site to ensure navigation and usability were optimal. These findings were presented in a detailed document on website architecture in relation to keyphrases.

• Linkbuilding

QueryClick developed a targeted linkbuilding campaign around the client's USP (luxury hotels) as well as fine tuning the site's internal link strategy. Linkbuilding led to better, more relevant rankings and ultimately more traffic.

SEO campaign results:

QueryClick's SEO campaign achieved phenomenal results through the aforementioned four action points alone.

A breakdown of these results are as follows:

• Significantlymore monthly traffic (+59% increase in visits, +180% pageviews)
• Traffic captured more relevant & engaged (+77% pages visited, 38% lower bounce rate)
• Better converting into sales (+150% funnel conversion rate)

PPC campaign spotlight

QueryClick are proud to offer completely bespoke PPC advice via our in-house PPC experts. In this particular case study, QueryClick ran PPC in tandem with SEO to ensure optimal results.

Similar to SEO, QueryClick targeted 4 key areas where improvements and gains could be made. There were as follows:

• Reallocated budget based on hotel capacity & value

Working closely with the client, QueryClick determined which hotels required increased or decreased advertising in terms of the amount of revenue the hotel generated and the number of guests required to meet full capacity.

• Replaced all broad & phrase matching bids with expanded sets of exact match terms as well as implementing a comprehensive negative keyphrase list

QueryClick's PPC keyphrase strategy demonstrated improved performance for search terms that related more specifically and precisely to the kinds of hotels the client had. The implementation of a negative keyphrase list also prevented money being wasted on search terms that were not relevant to the client, therefore adverts did not appear for search terms deemed by QueryClick to be void or not profitable.

• Refreshed PPC creatives with 3-4 alternative sales messages featuring bid term, matched to landing pages as well as introducing 'dayparting' to all campaigns

QueryClick ensured adverts included a number of different sales messages to appeal to a broader spectrum of potential customers. QueryClick also introduced 'dayparting', a technique whereby click to conversion rates are monitored allowing for slow or unprofitable times of day to removed from the campaign altogether.

• Built out seasonal campaign opportunities

Adverts guaranteed better click to conversion rates when they were kept up-to-date with the time of year and seasonal events such as Christmas that were highly relevant to the client's target market. Altering the keyphrases allowed for enriched click through opportunities when web users searched using date, season or event specific terms.

Conversion Rate Optimisation spotlight

As pioneers in the industry, QueryClick are dedicated to not only providing a first class service throughout but also ensuring your campaign is packed full of search engine marketing innovation to keep you ahead of the rest of the pack.

Conversion Rate Optimisation (CRO) is one such area of innovation that QueryClick are proud to offer expertise in when the rest of the industry is still wakening up to the benefits.

Once again, QueryClick's CRO campaign achieved powerful results. A breakdown of these results are as follows:

• Delivered an additional 2.4 million pageviews
• Responsible for 12.2k additional bookings
• Added 150% improvement in booking funnel conversion for all channels

The crux of any CRO campaign is to get more site visitors into the marketing funnel. Making simple changes to the layout of the client site as well as implementing conversion boosting add-ons saw hotel bookings go through the roof although the on-site data remained more or less untouched.

Campaign Summary

It's clear that QueryClick's campaign added monumental improvements in terms of pageviews, number of bookings and percentage of site visitors converting into a sale; all of which delivered much more effective ROI.

The main conclusions from the campaign at a glance are as follows:

• A combination of PPC, CRO and SEO providedthe most effective solution
• Underpinning campaign architecture with SEO allowed for vastly improved search engine traffic and also allowed for cheaper PPC and developed a foundation for CRO work 
• PPC and CRO in combination offered excellent click through rates and lower cost per acquisition
• Effective value to client of +£350k and over 7 million pageviews in 2010

QueryClick appreciate that every brand and vertical is unique but guarantee better results than any other SEO firm on the market today. Contact us now for a more detailed breakdown of how we could bring value to your website.

QueryClick – working with small start-ups to global giants and everything in between

With over 20 years combined SEO expertise - in what is essentially a relatively new industry - QueryClick have a vast amount of experience working with small start-up companies to FTSE 100 firms and everything in between.

QueryClick are also proud to share a case study from one of their FTSE 100 listed global clients who noted unprecedented ROI due to a combination of technical SEO improvements and substantial linkbuilding based on marketplace analysis.

FTSE 100 client campaign round-up:

• 1,485 primary links built by QueryClick with each link generating £483.62 in revenue
• Number of keyphrases pushed up into top 3 rankings increased from 13 to 20 in 9 months alone with growth in performance for positions 4 – 10 as well
• Organic traffic increase of 60% with an increase of 29% in non-brand organic search traffic year on year as well

So what does this mean in terms of ROI?:

• QueryClick's SEO campaign delivered £73 of revenue for every £1 spent on the campaign
• The global SEO campaign outperformed the client's European PPC campaign over the same period, costing £65 less per contract
• SEO's Cost per Click is £0.31 cheaper than PPC over the same period

And what would have happened to the FTSE 100 client's site if they had not contracted QueryClick to handle their SEO?:

• Website traffic would have fallen by 40% based on trends recorded before QueryClick's campaign began
• A lack of linkbuilding would have seen a fall in SERP rankings since strong competition from similar companies would have reduced the client's domain authority
• Less traffic and a lower proportion of SEO should initial technical issues not have been resolved on the site

       TOTAL LOSS OF REVENUE WITHOUT SEO: £323,300

Are you keen to experience these kinds of return on your own site? Contact QueryClick now for your free SEO audit with improvements from the offset guaranteed.