“Highly Dedicated and Rewarding to work with”
John Connor - CMO, Giacom World Networks
Already in the ascendency, Giacom approached us to help transition to a new brand, website and URL whilst keeping their lucrative SEO / Organic search rankings.
After that was achieved Giacom asked us to take on and ramp-up their sizable paid search camping to a stretching lead growth target.
We also worked on-going with them, providing advice on digital transformation, marketing, staff training and development and recruiting the right digital team.
As with much of our work on Google Search, it’s at bit on the technical side, under the hood and done to ensure the client experiences a smooth transition. We provide clear and accessible reporting with no jargon or distractions – so the client can feel confident in their investment.
Moving a brand, URL and website on the same day was always going to require rigorous understanding of Google’s demanding algorithms, processes and requirements. We brought to bear this in-depth knowledge and our well-honed creative and planning skills to deliver on time and to budget.
We implemented original server-side re-direct solutions, site content tracking, pre-canonicalisation (wasn’t a thing until we invented it). All this on top of the standard 301 permanent re-directs familiar to most (but ineffective on their own in this unique scenario).
We also extended our communications with Google beyond the Search Console both in terms of additional advice and notification of the move. [How much that affected the result Google would never say, so please do not ever believe any digital agency that tells you they have a ‘special relationship’ with Google which buys them advantages in search they can pass on to you; not even official partners]
For on-page SEO we initiated a content, on-page and design plan to rapidly inject organic search opportunities into the site; carefully interspersed with ranking progress which we actively monitored.
Once we had this under-controll and in growth, we turned our attention to PPC. Understanding the market and the end-users buying funnel was the key to generating a great return on investment. A rigorous set up, complex set of audience rules, re-marketing, A/B testing and landing page optimisation gradually paid off over 3 months where we achieved a 150% growth in online leads with a overall 40% drop in cost of acquisition.
Successful new brand, URL, website launched on a single day with less than 8% dip in organic ratings over 3 months
Organic search regained after 4 months now growing significantly
150% increase in online leads from paid search to power growth
40% reduction in overall cost of aquisition