Summary
Creation of Location-Specific Content: All content was created, keeping in mind regional lingo and tonal variations in usage as well as communication. This way, each region-specific site was treated as a micro-site. CTA Button Placement: Meticulous research was conducted and CTA buttons were placed accordingly. This helped boost the leads to 12X from the baseline.
Challenge
Socially Powerful is a UK-based, B2B influencer marketing agency known to help clients create a positive brand image on all social media platforms, with the help of influencer marketing and advertising campaigns. They offer a high ROI to their clients through optimised social media and influencer marketing campaigns. Socially Powerful recognised the need to expand its brand presence globally. Thus, a major shift was required to focus beyond the UK to regions including the USA and UAE. Therefore, they decided to improve their visibility via organic channels.
Objective
After a thorough understanding of the challenges that Socially Powerful was facing with regards to increase visibility in the said domains along with SEO optimisation, the team outlined the following objectives. Objectives: Achieve 10X growth in leads via Organic channels in a span of 12 months Improve ranking for business and services keywords by 5X Improve website traffic by 15X Revamp the Conversion Rate Optimisation Strategy
Strategy
Keeping the above-outlined objectives to be achieved in mind, a well-thought-out strategy was formulated. It consists of the following focal points: Conduct a thorough study of the different geo-locations, including the USA, UK and UAE and employ technical implementations to maximise visibility in these regions. Build landing pages for all services pages. Conduct a Content Gap Analysis to ensure users can consume relevant content. Create a Content Knowledge Hub relevant to different audiences Create contextual footer links to boost crawling. Conduct a Backlink Audit with the aim to maximise external boost. Initiate On-page SEO Optimization to identify the areas for improvement.
Data
Listed below are the data-driven measures that were undertaken by the team to ensure the achievement of the end goal set by the Socially Powerful team to increase brand visibility. 1 - Multi-Geo Targeting The team develop region-specific folders that were essential to facilitate a global reach. 2 - Technical implementations Within three months, Hreflang was implemented on the website with the intention not just to target various geo-locations but also to help the website become technically adept. This consisted of migrating the site from the old domain (https://sociallypowerful.com/ ) to Geo-specific domains, which included: https://sociallypowerful.com/uk for the UK https://sociallypowerful.com/usa for the USA https://sociallypowerful.com/uae for UAE 3 - Backlink Audit Backlinks were built from high domain authority sites via guest posting activities. This process was undertaken to help gain visibility for various anchor texts. 4 - On-page SEO Optimization Keyword to URL mapping was conducted to ensure all the new intent-based keywords were mapped correctly. Furthermore, title meta descriptions were updated, along with header tags for location-based pages. 5 - CTA Button Placement To boost the leads and encourage form filling, meticulous research was conducted and CTA buttons were placed accordingly.
Solution
The execution of this strategy consisted of the following creative solutions: Micro-Site Development - After developing region-specific folders, all activities were tailored to meet every region's language and content preferences. This way, each region-specific site was treated as a micro-site. 1 - Content Gap Analysis - The Infidigit team performed a competitor analysis as it was identified as the ideal approach towards content optimisation. This consisted of: Developing fresh content across all the ‘Service' pages. Including relevant and intent-based keywords within the content to boost organic growth. Creating Geo-specific content to avoid duplicacy. 2 - Creation of a Knowledge Hub to Attract New Users - A Knowledge hub was designed to enlighten aspiring marketers and attract the correct buyer persona. We also suggested blog content recommendations as per the trending keywords and topics: https://sociallypowerful.com/post/the-most-popular-instagram-hashtags-in-2021- Most Popular Instagram Hashtags https://sociallypowerful.com/post/best-tiktok-hashtags-in-2021 - Best Tiktok Hashtags https://sociallypowerful.com/post/top-lgbt-tiktok-influencers - Lgbtq Tiktok Influencers https://sociallypowerful.com/post/the-best-twitch-uk-influencers - UK Twitch Streamers 3 - Contextual Linking - We customized footer links for each page, taking into consideration the intent-based keywords and also similar services. All service pages and blogs were interlinked with appropriate anchor texts. 4 - FAQ Schema Implementation - FAQ schemas were recommended and implemented on both service and blog pages to enable content ranking in featured snippets on Google.
Results
After the strategy implementation, the following results were observed on the website from the baseline of July 2020: Following were the results for the UK, USA & UAE region: Increase in leads by 12X via organic channels Increase in the visibility by 32X Improvement in rankings by 7X on SERPs for the keywords related to the agency's services Increase in new users by 36X on the site Increase in clicks by 27x Increase in impressions by 19x Increase in internal links by 10x Increase in external links by 62%
