Airband are a rural broadband provider, for those living in more remote areas like Somerset, Devon, Shropshire and Wales. They had a 5 year old site and they wanted to raise more brand awareness and see more conversions of website users, through their broadband coverage checker.
The challenge was that they’re experts in what they do and had lots of new fibre broadband and demand led developments planned as well as their wireless offerings, but they wanted their website to target those in more rural areas.
Our SEO team researched the SERPs, competitors and keywords which highlighted to us what terms people were really searching for, compared to the initial thoughts of the client. We actioned this by creating a full keyword map and optimised the high value places for those keywords. We worked with our in-house developers to speed up certain pages, and integrated a needed internal linking strategy. Finally, we targeted relevant longer tail keywords on the topic of home broadband. We worked with the client to plan, research and create fresh, authoritative content to be published regularly. It targeted different search volumes around broadband terms, giving us even more opportunity to dominate the page 1 SERPs, getting more organic traffic.
Our SEO, PPC and Social Media team all worked in conjunction, which was crucial to the success of the campaign. For PPC, we created multiple location campaigns to drive people to the new landing pages as the client began to develop wireless and fibre broadband plans in remote areas around the UK. The more data we collected as the campaigns ran, the more effective and optimised they became, reducing the CPC. Finally, our Social Media strategy worked by creating optimised ad campaigns across the board to effectively drive stronger brand awareness alongside the SEO and PPC plans.See all of our projects
The digital marketing strategy we put in place for Airband quickly started to see a positive impact. After less than 6 months, August 2020 saw a 435% increase year on year in organic conversions, a 489% increase in paid conversions, and a 3,000% increase in conversions through social media. Since then, our marketing plans have seen our client grow from strength to strength and we continue to enhance those results even further through the platforms that have been so successful so far.