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To remember
Running SEO and SEA from the same strategic plan made both work better. Keywords gaining traction organically reduced the cost of competing for them in paid search, and paid campaigns validated which topics were worth investing in on the SEO side.
Challenge
Building SEO and SEA from scratch to drive visibility and acquisition
BeTomorrow had never invested in digital marketing before. They brought us in to build that foundation from scratch. The goals were:
- Audit the site, existing SEO, and paid search setup.
- Build an SEO strategy that would grow organic traffic over time.
- Improve online visibility and bring in new clients through both SEO and SEA.
- Produce and promote content that would attract and convert the right audience.
Strategy
SEO/SEA: audit-driven roadmap, campaign optimization and content-led acquisition
BeTomorrow kept content writing, design, and development in-house. Bulldozer owned the strategy and supported execution.
On SEO: full site audit to find what was holding rankings back, a prioritized optimization roadmap, and support on producing content built to rank.
On SEA: audit and cleanup of existing paid campaigns, landing page recommendations, ongoing experiments to find what converted, and content promotion (including ebooks) to generate qualified leads.
Results
Higher CTR, organic growth and significantly lower cost per qualified lead
- +26% CTR
- x2 organic visits
- x3 impressions
- 71% cost per qualified lead vs. H1
