Project: Strategic SEO and Paid Search To Drive Donations
Client: The Royal Parks
Services:
SEO
PPC
Industry: Leisure
+ 0 Increase

in impressions for “royal parks” terms.

The Challenge

The Royal Parks are designing and building a new website and were looking for an agency to partner with to help build the foundations of this. The core objectives of the initial project were to run a full audit and analysis of the current website and digital marketing activity, use insights to better understand user personas and journeys on the site, and as a result inform the development of a website brief to help deliver a website that achieves the Royal Parks’ business goals.

Our main focus was to support the Royal Parks in their digital activity, providing strategic direction and consultancy, Paid Search campaign management and content support to improve visibility and drive quality traffic to the site.

What We Did
• STEP 1 •

Full technical audit to identify any key issues with the existing site and a full audit and restructure of the Google Ads accounts.

• STEP 2 •

Blog and landing page optimisation recommendations to support the Royal Parks’ summer campaign, alongside campaign set up and optimisations for Paid Search, providing a multi-channel approach to the Nature campaign.

• STEP 3 •

Ongoing content recommendations across the key park landing pages in order to improve keyword rankings and overall visibility in the SERP. In the meantime, the focus for Paid Search involved building out park-specific campaigns, as well as an introduction of generic campaigns and improving the quality of the brand ads running.

Results
13%
increase
in "royal parks" impressions.
3.9
million
impressions through Display.
25%
keywords
ranking on page 1 or 2.
9%
keywords
ranking in top 3 positions.
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