Content Marketing & SEO Campaign
Electropages is a leading publication for the electronics industry. They provide the latest news about electronics components around the globe. Traditionally Electropages published the latest press releases for interesting new technologies but even though this type of content was valuable to their audience it became less valuable in Google Organic Search.
Electropages needed a new digital marketing strategy to grow their organic presence in Google. We set up a number of workshops to investigate their audience and to start a new marketing strategy for the site.
Increase to organic traffic
Improvement to bounce rate
Improvement on session duration
After we have explored a number of avenues we finalised a strategy which would focus on using a vast pool of specialist writers to produce relevant yet unique engaging content. The content would be published on Electropages and external websites. We set targets for key performance indicators including the number of organic sessions, articles created, average time on page and average number of pages per session. Each quarter was a major milestone with a gradual improvement across our target key performance indicators.
To improve the KPI targets we looked to increase the engagement of each article created at the same time as well as increase the frequency. We also implemented a number of onsite changes to keep users on the site and digest more of the content.
This strategy has outperformed all targets that have been set out and the organic traffic has consistently improved month on month. At the beginning of 2020, we were seeing organic traffic with an average increase of 150% when compared to the same period in 2019. The site is now seeing organic traffic with an average increase of 320% compared to the same period in 2019.
"The team did exceptionally well, outperforming the highest targets for the campaign. Everyone really enjoyed seeing the organic traffic records for the site continually beaten each month. We have now implemented additional creative strategies to gain further reach in the Google organic results."
Sam Allen, Director of Digital Services