Search Engine Optimisation
ResponseTap had just rebranded from AdInsight and wanted to position itself as a leading provider of call tracking software. However, as a consequence of updating the domain and content on the website, it was struggling to attain top rankings on Google search. Ratio was brought in to grow ResponseTap’s organic search traffic and visibility – initially in the UK and later in the USA. This effort was tied in with the challenge of reducing online PPC costs whilst increasing overall conversion volumes.
We started with a full technical review of the website, identifying areas for improvement and helping the client to fix them. When ResponseTap entered the US market with a separate US site, we were instrumental in ensuring that the SEO challenges of having a multiregional site in the same language were not a barrier to ranking. In addition to ongoing technical consulting, we set about growing the link profile and domain authority for both the UK and US websites (making sure the US domain only received links from US websites, and vice versa). We worked with the PR team to produce whitepapers, and were central to getting the online coverage and link backs they deserved.
With display advertising, we targeted digital marketing professionals, and chose specific placements and a remarketing strategy that was designed to attract and nurture this audience. Image ads and unique landing pages were created to tie in with each whitepaper, and designed specifically to reach marketers interested in call tracking. With paid search, we honed keyword and ad messaging to reach users who were looking for a premium call tracking product (and not those looking to eavesdrop on their spouse’s phone!). We also differentiated our strategy between UK and US markets, to ensure ads and keywords resonated with the target customers in each country.
ResponseTap witnessed its organic clicks and impressions increase three-fold worldwide over a 2-year period as a result of link building and SEO improvements to the UK and US sites. Optimised ad creative and landing pages for PPC led to conversion rates quadrupling in the UK, and the cost per converted click decreasing by £150 in the USA.