Initially we set about analysing their new responsive website – as with 99% of all websites built by specialist web designers; they’re built to look great but hardly ever built to maximise exposure in the search engine results pages (SERPs) by satisfying high level technical SEO requirements set out in Google’s quality guidelines for design, technical and content; nor are they built to maximise conversions. Nearly all web development companies are bothered how your site looks – not how it will perform once they have delivered functionality and design as requested by you the owner – not by SEO and search marketing experts who understand how to get a website performing once it has gone live. If only companies would come to us first before having a new website built.
After re-engineering their new site in line with necessary guidelines and algorithms; we set about identifying the size of Elanic’s organic and paid search market across the whole of Scotland not just Glasgow by producing detailed reports, audits and analysis. The size of the potential market was vast.
After optimising their site for every service and procedure they offered, we built an advanced PPC & Remarketing campaign that would generate leads and convert profitably from all over Scotland as people are prepared to travel for a high quality and reputable service.
In order to build domain authority (DA) a content and social media marketing strategy was designed to attract links from some of the world’s biggest websites (with the highest domain authorities) whilst gaining mass social media exposure and brand awareness. Elanic has a very very clearly defined demographic and target market which makes our creative job a little easier. We used a mixture of written; infographic and interactive content to expose the brand and attract exceptionally high value links which have continued to grow year on year as we aim to produce content that ‘never dies’. The Breast Cancer Information Interactive Quiz and How To Self Check For Breast Cancer are two prime examples of this.
With expert and advanced conversion tracking trough bespoke dashboards in Google Analytics and extremely detailed in-house ‘off-line’ conversion tracking managed by ourselves – we have been able to deliver an extremely profitable search marketing campaign meeting all cost per acquisition (CPA) and ROI targets.
The closeness of our working relationship allows us to meticulously manage a campaign based on the most detailed information level possible in terms of number of leads generated – number of leads converted to consultations and – number of consultations converted to procedures.
(as featured in The Telegraph)