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300% increase in organic search growth
200% increase in organic search leads
45% increase in Google Ads leads
35% decrease in CPL
Heritage has grown from a minor player online to a dominant one, in only 8 months.
SEO
SEO was a big focus for Heritage, and there was plenty of room for improvement. Work began with a technical site audit which led to the diagnosis of a number of technical issues preventing the site ranking higher for key terms. With this resolved, a content plan was developed to capture more relevant traffic, particularly informational searches and longer tail queries, and a white hat link building strategy to help build the site authority. The growth was steady but dramatic and the impact has been felt on Heritage’s bottom line.
GOOGLE ADS
Google Ads had been a major lead generation source for Heritage for around 5 years, and they’d seen solid success. From reviewing the account, however, Pathfinder identified a number of issues which were causing significant waste in ad spend. By rolling out a new campaign structure plus a few advanced segmentation strategies, efficiency across the entire account was improved dramatically
LEAD GENERATION
Finally, in order to reduce the reliance of lead generation on Google, Bing Ads and Facebook Ads were added to the marketing mix in order to complement their overall lead generation efforts. These platforms have provided additional lead channels at a cost per lead of as little as half that of their other channels
300% increase in organic search growth
200% increase in organic search leads
45% increase in Google Ads leads
35% decrease in CPL
SEO,Paid Ads,Paid Ads
Home & Garden
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In my previous role as Head of EMEA Social Media & Content at Google, my mission was to create a high-functioning content and social media capability within the region and to equip PR and marketing leads from around the world to create winning holistic campaigns with confidence. My focus was to apply region-wide and country specific social media strategies to tentpole moments and create and scale resources for over 35 country teams.
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