Cambridge Audio

Cambridge Audio – Boosting site’s search engine rankings through high quality content management

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Objectives

  • Utilise the already strong domain authority to improve organic rankings and lessen the reliance on brand-related terms
  • Improve the sites search engine rankings for relevant generic and product-specific terms in order to strengthen brand awareness
  • Increase the number of visits to the site through organic search to maximise sales and revenue.
  • Equip Cambridge Audio staff with a strategy and training to allow them to manage content marketing and SEO in-house.

Solution

  • Advised Cambridge Audio on the best way to configure technical elements of the site such as the XML sitemap and Robots.txt file to improve user experience and facilitate the indexing of pages.
  • Manual keyphrase research that compared search volumes of relevant keywords with competition was carried out to identify opportunities for Cambridge Audio. These target 19 keyphrases were used to optimise existing content and highlight opportunities for new content creation.
  • Created and implemented an on-going content marketing strategy which focused on creating relevant and valuable content assets on the website. This included topical articles, guides and informational pieces.
  • Outreach strategy was created to build relationships with key influencers through email and social networks with an aim to earn high quality, natural links.

Result

  • At the beginning of the project, just two of the target keyphrases ranked in the top 20 positions and seven ranked on pages 100+. Positions of this target keyphrase set rose from an average of 62 to 16 over a five month period.
  • 15 of these keyphrases ended up in the top 20 organic listings within Google, four of which were on the first page.
  • 34% increase in organic traffic from Feb 2013 to Feb 2014 and a 9% increase in pages viewed per session.