Case Study – Promotional Drinks Company
Sector: Beverage
Project Type: SEO Services
Role: Increase visibility and improve search engine rankings
Objective: Drive lead generation
Overview
This project involved a comprehensive redesign and strategic refocus of the website. The company, a leading supplier of promotional water and drinks, had traditionally generated revenue through offline channels such as trade fairs and established networks, with limited success from its online presence.
The primary objective was to significantly improve visibility on Google, thereby increasing orders and revenue generated via organic search.
This was an ongoing engagement with no fixed end date.
Client Requirements
The key requirement was to enhance UK, nationwide visibility on Google to increase both orders and revenue from organic search traffic.
Target national keywords included:
- Promotional drinks
- Promotional water
- Personalised drinks
- Personalised water
At the outset, the company’s Google rankings were not reflective of its established position as an online business.
Planning
The planning phase began with a detailed review of existing efforts, followed by comprehensive keyword research and competitor analysis. Website structure, user journey, and calls to action were carefully assessed to ensure an effective experience for prospective customers.
It became clear that both the site structure and content required significant refinement and optimisation.
Tasks
Following the planning stage, extensive improvements were implemented, with a strong focus on primary keywords and associated long-tail variations.
Key actions included:
- Full website and content optimisation
- Structural enhancements
- Internal linking improvements
- External link-building activity
- Refinement of individual page focus and purpose
Results
Within a few months, measurable improvements began to emerge.
For the first time, the business achieved top positions in Google for key search terms. Website traffic and user engagement metrics (including time on page and overall site interaction) improved significantly.
Lead generation increased substantially, with a consistent flow of telephone enquiries and email orders at levels previously unseen.
The project was considered a significant success by the client.