THE CLIENT
ECL Civil Engineering is one of the largest civil engineering companies within Bedfordshire. The company has many arms and specialises in supporting the infrastructure for extensive residential schemes and working alongside large conglomerates.
The client wanted to nationally showcase its continued growth within the civil engineering sector, along with its exemplary health and safety initiatives. In addition, due to its growth, they needed to heavily recruit the right talent for their apprenticeship and graduate schemes and other site and office positions.
After launching a newly designed website back in 2018, it was found that the company was getting little to no non-branded organic traffic, with the primary traffic coming from visitors searching for the company by name directly. Meaning, they had no presence in national Google search results for their priority keywords.
In addition, they received very few CV submissions, and over the course of time, the website had accrued some speed and technical issues.
ECL sought a long-term partner to come in, clean things up and improve rankings and website cv submissions.
THE PLAN
A complete website review to clean up the technical issues. This would need to include everything from broken pages, dealing and Google’s core web vital issues to optimising code.
Create a paid strategy incorporating Social Advertising and Google Ad campaigns to instantly generate national brand awareness.
Create a concise content strategy (keyword research), build landing pages (on-page optimisations) and acquire targeted backlinks to capture organic traffic for their major keywords and services and promote the brand reputation nationally.
Improve the User Experience (UX) on the site to encourage cv submissions.
THE EXECUTION
Content Creation +
We developed video, advertising content and copy tailored to each of the six target services and focus keywords around civil engineering and health and safety. Each piece of creative was put together to target page one rankings on search results, featured snippet and on the PAA (People Also Asked) section of Google.
Display & Social Remarketing +
We put in place a remarketing display and social advertising campaign strategy targetting previous visitors on Facebook, Instagram, YouTube and Websites within Googles Display Network (GDN). Our campaign utilised advanced multivariate testing to drive costs down while increasing results.
Google Adverts +
Keyword search campaigns targetting audience searching on terms around their core services on Google were used to gain position 1 in search, beating the competition and driving online traffic whilst adding users to a remarketing list for continued brand awareness to be managed across channels (as above)
TAG, GA & Google Data Studio +
Goal setting and reports were established to provide ECL with a clear view of their advertising spend and performance at any time.
On-page and Outreach SEO +
Valuable links from off-site websites were established. This was an essential part of our SEO outreach campaign and SEO strategy. These backlinks were paramount in boosting the organic ranking of the business.
THE RESULTS
Paid ads created instant traffic and helped boost the websites authority to rank. After 8 months we kept only the remarketing ads in play and switched all search ads off as the organic traffic started to gain significant traction. Here are the results.
300% > IN BACKLINKS
3752% > ORGANIC NON-BRANDED TRAFFIC
Increase in organic non-branded traffic Ranking Position 1 for +100 keywords including “+civil +engineering +company” & ‘+construction +hazards’
371% > CV SUBMISSIONS
Increase in qualified online cv submissions
