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Using Search Engine Optimisation to Increase Organic Traffic

In the competitive field of architecture, effective digital marketing is essential for increasing visibility, attracting leads, and driving business growth. This case study explores how October Communications transformed the digital presence of a residential architecture firm in London, resulting in significant increases in organic traffic and leads.

Understanding the Client

Our client, a residential architecture firm based in London, faced challenges with their previous digital marketing consultancy. The previous agency lacked the industry-specific knowledge needed to secure leads via the website. Tasked with increasing leads through a new website launching in January 2018, October Communications implemented a robust digital marketing strategy.

Crafting the Strategy

The Mission

To achieve the desired results, we developed a comprehensive strategy focusing on search engine optimisation (SEO) and content marketing. The strategy included:

  • Keyword Strategy: We identified 52 key phrases relevant to the client’s services and target locations. These keywords were meticulously selected to capture high-intent searches and were divided into categories such as location-based terms, service-specific terms, and branded terms.
  • Content Creation: For each of the 52 keywords, we created dedicated content pages optimized for search engines. These pages were regularly monitored and updated to ensure they maintained high search rankings.
  • Blog Integration: We populated the blog with relevant, keyword-rich content to build a strong profile for Google indexing. The blog served as a platform to drive organic traffic and establish the firm’s authority in the residential architecture sector.
  • Google Ads Campaigns: To complement the organic search efforts, we ran Google Ads campaigns targeting the same set of keywords. This dual approach ensured that the client’s website received consistent and targeted traffic.

Execution and Results

Generating Traffic and Leads

Our strategy took about five months to show full results. By month six, the impact was evident:

  • Organic Traffic Increase: We achieved a 41% increase in Google organic traffic by December 2018.
  • Lead Generation: Leads increased by 39% year-over-year (YoY), reflecting the effectiveness of our SEO and content marketing efforts.
  • Email Traffic Surge: Email traffic surged by 1,900%, indicating improved engagement and outreach.

Measuring Success

We closely monitored key performance indicators (KPIs) throughout the campaign to measure success:

  • Organic Traffic: A 41% increase in organic traffic, translating to more potential clients discovering the firm through search engines.
  • Email Traffic: A 1,900% increase in email traffic, highlighting the success of our content strategy and its ability to engage and convert visitors.
  • ROI: With a marketing spend of £41,027, the campaign generated a profit of £186,473, resulting in a 454.51% return on investment (ROI).

Long-Term Impact and Insights

Our digital marketing campaign not only delivered immediate results but also set the foundation for sustained growth. The strategic focus on SEO and content marketing proved to be highly effective, with a significant portion of the tracked keywords achieving top positions in search results:

  • Keyword Rankings:
    • 28% of the keywords ranked in positions 1-3.
    • 17% of the keywords ranked in positions 4-10.
    • 53% of the keywords ranked in positions 11+.

Conclusion

This case study demonstrates the transformative power of a well-executed digital marketing strategy for architecture firms. By focusing on targeted keywords, creating high-quality content, and leveraging both organic and paid search strategies, we were able to significantly increase traffic and leads, delivering substantial ROI for our client. This approach can be tailored to meet the needs of other architecture firms seeking to enhance their digital presence and drive business growth.

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