Search Engine Optimisation for London Ceramics Gallery
THE CHALLENGE
This London-based gallery came to us in January 2021 after working with another SEO company for a year.
Whilst they could see the increase of traffic to their site, they could not understand why this wasn’t translating into conversions and wanted a fresh pair of eyes to look over their accounts.
Their core goals were to improve the relevance of their website traffic, increase international traffic outside of the EU (to compensate for losses of traffic post Brexit) and to increase conversion opportunities.
The Solution
We endeavour to make our digital marketing agency feel less like an agency and more like an extension of your in-house team.
Using SEM rush and a number of other softwares we took a comprehensive look at their current SEO strategy and found that they were ranking well for a number of search terms. However when we broke down these search terms and vetted them against their online offering, it became clear that the previous SEO agency has targeted high-volume keywords, however these keywords weren’t actually relevant to the products that the client was selling.
As such, whilst users was arriving on the site, they were swiftly bouncing back off (increasing the client’s bounce-rate) and were navigating to other more relevant sites.
Not only did this result in a lack of conversions and low click-through-rate (CTR), this also meant that their domain authority score (which contributes to SEO performance) was declining, as Google’s algorithm could see that they were competing for low-relevance key words.
Our strategy was to overhaul their existing keyword groups and create new groups for each of their product / service areas. As a business with a physical address, we also took advantage of local SEO through integrating their Google My Business with their product offering.
THE RESULTS
113% increase in international Traffic
41% increase in ranked keywords
18% increase in UK traffic
17% increase in referral traffic
12% reduction in bounce rate
Despite working with this client predominantly through Covid, were still able to achieve some significant gains throughout the 6 month period of the SEO campaign. Notably, we rapidly increased their ranking for relevant keywords – including a number of ‘Top 3’ positions – which we increased by 41%. In turn, this client managed to pull ahead of a number of the competitors that we had identified for them before commencing work.
Alongside this, we also managed to significantly increase the client’s international traffic – most notably from US users. This was particularly important for the client, who suffered setbacks from the EU market following Brexit.
What client say about us
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