40% Increase in Organic Traffic
With such a distinctive business, Tailored Entertainment came to Tillison to see if we could help them to improve their brand visibility, but more importantly to increase bookings for the bands they represent. At the time Tailored Entertainment were running a Google AdWords campaign themselves and outsourcing their SEO to an external agency
An initial meeting was set up to understand the business is more detail, how they go about getting new enquiries and to understand the return on investment they need to get from any campaign. It was decided that that the most effective way forward would be an integrated SEO and AdWords approach, starting with Google AdWords straight away to improve the return they were getting, increasing enquiries and maximising the spend. Once this was up and running and the contract for the 3rd party organisation had expired Tillison would also take over the SEO as well to ensure that a co-ordinated approach was adopted.
The first job was to cut out a lot of the wasted spend on the account as it was matching with lots of irrelevant search traffic. By doing this in the first month there was already a more relevant audience going to the website and their ads were matching with more appropriate searches. It also meant that the budget saved could be re-assigned into areas that were starting to show a good level of conversions as tracking was also set up to understand where the enquiries were coming from.
Tillison also created new landing pages for specific search terms, so the campaigns would get a better Quality Scores, reducing the cost per click and increasing the position to ads were shown in.
Search Engine Optimisation
The first thing that was developed was an effective brand book for the business. This set out how they wanted to be portrayed in all of the content that would be produced and so there was a consistent voice and brand message.
Following on from this, a comprehensive content plan was created with their in-house team and tasks allocated accordingly and a User Experience report was produced to ensure that when potential customers landed on the website they had the best experience possible. A number of important changes were made from this audit and also a number of landing pages created, so customer landed on a relevant page and were less likely to bounce.
Finally, the on-page optimisation issues were resolved with their in-house web developer to ensure that these were not hindering ranking increases and traffic volumes.
Within the first 3 months the Click Through Rate (CTR) had increased by 400%, the average positions of the ads moved from position 4 to position 2 and the conversions increased dramatically
In terms of SEO the organic website traffic increased by over 40% in 3 months and there were 7 new high volume search terms ranked in the top 5 positions of Google.
To ensure that the great start to the campaign continues regular meetings have been set up to ensure the team at Tillison know how the campaigns are affecting business on the ground and to effectively plan for the future.
Increase in Organic Traffic
High Value Keywords Ranked on Google Page 1
Increase in AdWords CTR
Average AdWords Ad Rank
Nick Leigh, Managing Director stated “Since Tillison Consulting have taken over the running of our Digital Marketing campaigns there has been a marked increase in the amount of enquiries we are getting for our bands and we are now showing in Google searches above some of our main competitors that have been in the business for years. Overall this has been a great start and we look forward to seeing where Tillison can take us in the future”.