2017 Silver Best use of search

Accord Marketing

Client: Age UK Mobility

Search Marketing

Campaign overview

Age UK Mobility needed to draw more traffic to their site.

The goal was to improve organic search rankings and maximise paid search, lead generation in a more cost-effective way.

Strategy

Despite being one of the UK's leading mobility equipment providers, Age UK Mobility's key primary terms were failing to appear within the top 100 organic search results.

Consequently, they needed to develop a comprehensive SEO strategy to increase their rankings for key primary terms.

At the core of this campaign's SEO success was providing Age UK Mobility with access to an organic search team, that are not only capable of thorough technical auditing, but are also incredibly creative and innovative in their approach to content writing.

Alongside this organic activity, Age UK Mobility also sought to expand upon their existing paid search campaigns by securing enquiries in a more cost-effective way.

Creativity

For the organic search campaigns, Accord Marketing’s dedicated SEO team applied their creativity by devising a series of informative, engaging and relevant content pieces, all aimed at gaining more high-quality backlinks.

To help Age UK Mobility stand out from their competitors, they recognised that, for their content creative, they needed to think outside of the box and present grey market blog topics in a fresh way.

The team decided to pitch content that was not always directly focused on the brand's products, but instead featured engaging infographics, long-form guides and evergreen content that would appeal to their mature demographics.

The ad copy was based on historical data determining which phrases best encouraged users to click, as well as the in-house PPC team's own expertise.

By introducing animated image ads across the Google Display Network, Accord Marketing were able to generate a high-volume of cost-effective leads.

Results

For the organic search campaigns, Accord Marketing’s dedicated SEO team applied their creativity by devising a series of informative, engaging and relevant content pieces, all aimed at gaining more high-quality backlinks.

To help Age UK Mobility stand out from their competitors, they recognised that, for their content creative, they needed to think outside of the box and present grey market blog topics in a fresh way.

The team decided to pitch content that was not always directly focused on the brand's products, but instead featured engaging infographics, long-form guides and evergreen content that would appeal to their mature demographics.

The ad copy was based on historical data determining which phrases best encouraged users to click, as well as the in-house PPC team's own expertise.

By introducing animated image ads across the Google Display Network, Accord Marketing were able to generate a high-volume of cost-effective leads.

Team

Carol Jepson (Senior Account Manager) Accord Marketing - Lizzie Bathurst (Organic Digital Strategist) Accord Marketing - Ashley Gilmour (Organic Digital Manager) Accord Marketing - Lauren Roden (Senior Paid Digital Executive) Accord Marketing - James Dart (Content Writer) Accord Marketing - Robyn Lewis (Content Writer) Accord Marketing - David Gibbeson (Organic Technical Strategist) Accord Marketing