Classic Heritage offers a complete line of architectural columns, balustrades systems, balusters and architectural details. Only the best quality materials and workmanship go into the construction of these fine architectural mill-work products. Each item is hand-crafted and carefully scrutinized and monitored during the construction process to ensure the unsurpassed quality our customers have come to expect from our company.
Our objective was to Classic Heritage more leads through a high-consumer-impact campaign. The Webtech search group team was tasked with developing a digital marketing strategy to improve search engine rankings and attract new organic and qualified customers to the business’s architectural columns, balustrades systems. However, the goal was not simply to rank this website well but also ensure a strong representation of brand voice and ideals — specifically, its commitment to sustainability and environmentalism.
In order to meet our objective, which was primarily to reach targeted consumers who were looking for architectural columns, balustrades systems, balusters and architectural, we had to develop a strategy that put optimised content in front of the right Google user. This meant employing a variety of different optimisation techniques to create a comprehensive user-focused campaign.
Our first step was to identify the keywords and search queries organic customers were using to find related products. We conducted an analysis of popular terms and their viability for our client, establishing which best served their needs when it came to both commercial intent and consumer targeting.
The implementation of both these backlink strategies allowed us to not only raise Classic Heritage by increasing the volume of referring domains pointing towards their website but also secure enhanced visibility for eco-friendly and sustainability-related keywords. The end result of our link-building campaign would mean better ranking for the right terms that would engage an audience was is more likely to buy.
We started work in march 2020 on 6 Actions per month, split between SEO, Content Marketing and PPC (Google Search and Shopping). The focus on each area has evolved as the campaign progressed, with the Project Manager and campaign teams meeting each month to decide what the priorities are.
Whilst this market isn’t as competitive as some, we were targeting nationwide so needed to be as efficient as possible with our work given the smaller package size.
The number of keywords the site ranked for increased 7.8X during the first year we implemented the SEO and Content Marketing strategy.
This new organic traffic is highly qualified, too. Conversion rate from organic traffic is just shy of 8%, and monthly eCommerce conversions from organic traffic have increased 811%
Because our strategy of improving organic traffic involved optimising on-site content and increasing website authority, our new-found customer visibility was not only impressive but also sustainable. Through continued content marketing and Search Engine Optimisation (SEO) work, projections are that the client is set to increase search engine rankings and, therefore, organic visitor numbers further, as there is still room for improvement despite massive growth.
