Brucefield Industry Park - PPC and SEO case study

Digital Marketing
Search Engine Optimisation

Brucefield Industry Park’s asset management company, Denwolf, tasked Whitewall with providing SEO services. The aim of this was to improve the placement of Brucefield in search engine listings and boost traffic to the website.

This would bring Brucefield in line with local competitors and provide a competitive edge to push it further up search rankings.

We were also asked to provide content management services and continue their existing PPC activity.

Brucefield SEO intro ImageThe problem

Our initial research showed that Brucefield Industry Park wasn’t ranking in the first few pages for three of the main keywords. It was only when the brand name was used that it appeared, isolating a large proportion of potential tenants who didn’t already know them.

The solution – SEO

We’d use a number of tactics to improve the current website, optimising it for search engines and providing a strategy for moving forward. We would focus on:

Brucefield SEO process Diagram

• website analysis and site structure optimisation,
• meta tags, descriptions and heading tag optimisation,
• image optimisation,
• keyword research,
• content optimisation recommendations, and
• content marketing strategy.

On a monthly basis, we would ensure the website was updated regularly, optimised and performing well with the following tactics.

Brucefield SEM process Diagram

• Directory submissions (including commercial letting websites).
• Link building.
• Link management.
• Google My Business management.
• Social media recommendations

We focused on creating one news article a month, updating and expanding information pages, updating imagery and reporting on progress via a KPI tracker each month.

We also liaised with third party agencies to complete website development work, project managing the process throughout.

The results – SEO

Before we started optimising the website, seven of the 10 main keywords weren’t on the first 10 pages of Google.

Within one month, only three of those keywords weren’t ranking, with two keywords ranking on page one of Google. By the second month, five of the keywords were in the first three pages of Google.

The first quarter saw a 22% increase in web sessions, with a 21% increase in new visitors to the website.

The solution – PPC

Denwolf had previously run PPC for Brucefield Industry Park. We analysed the campaigns that were running and adjusted them to be in line with the new SEO strategy, focusing on relevant keywords and locations around Scotland.

Pay per click Image

The results – PPC

In the first month of running the new PPC campaign, clicks increased by 35% and, by the second month, this had increased to 54%.

If you’re looking for PPC or SEO services in Glasgow, please drop an email to… We’d love to talk to you.

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