Summary
Avensure, a leading HR, Employment Law, and Health & Safety service provider in the UK, engaged us to enhance their digital presence and improve search engine rankings. Richard Smylie, Avensure’s Head of Digital Marketing, commissioned a comprehensive SEO audit. This case study details our strategic approach, challenges faced, and the remarkable results achieved over six months
Company background
Avensure provides bespoke HR, employment law, and health & safety services tailored to small and large businesses across the UK.
Despite their market leadership, Avensure’s online visibility and search rankings needed significant improvement to attract more qualified leads and stay ahead of competitors.
Market Context
The HR and employment law service industry is highly competitive, with numerous firms vying for online visibility. Effective SEO strategies are crucial for standing out and attracting potential clients through organic search.
Objectives
- Improve Avensure's search engine rankings for primary and secondary keywords.
- Enhance local search visibility.
- Build a robust online reputation through strategic link building.
- Increase organic traffic and qualified leads.
Challenges Identified
- Website Design: The existing website had poor SEO optimisation, including issues with internal linking and content duplication.
- Keyword Rankings: Many primary and secondary keywords were not ranking well.
- Local SEO: Limited local search optimisation, reducing visibility in local search results.
- Link Profile: Weak backlink profile compared to competitors.
- Content Quality: Existing content required optimisation for better search engine performance.
Target Audience
Demographics
Business owners, HR managers, and legal advisors.
Psychographics
Individuals seeking reliable HR, employment law, and health & safety services.
Behaviors
Researching HR solutions online, valuing expert advice and trustworthy service providers.
Strategy and Plan
Conduct a detailed SEO audit to identify and rectify technical and content-related issues.
Implement targeted on-page and off-page SEO strategies.
Enhance local SEO through Google My Business (GMB) optimisation and local citation building.
Develop a robust link-building strategy to improve domain authority.
Timeline
01
Month 1
SEO Audit and Initial Optimisation
- SEO Audit: Conducted a comprehensive audit of Avensure’s website, identifying key issues and opportunities.
- Keyword Research: Identified high-intent keywords relevant to Avensure’s services.
- Content Audit: Reviewed and optimised existing content for keyword relevance and readability.
- Technical SEO: Addressed technical issues, such as page speed, mobile optimisation, and internal linking.
Month 2
Content and Link Building Strategy
- Content Creation: Developed high-quality, keyword-optimised content, including blog posts and service pages.
- Link Building: Initiated outreach campaigns to acquire backlinks from reputable HR and legal sites.
- Local SEO: Optimised GMB listings and built local citations to improve local search visibility.
02
03
Months 3-6
Monitoring and Optimisation
- Geo-Tagging: Implemented geo-tagging for images and content to strengthen local SEO efforts.
- Google Maps SEO: Enhanced GMB listings with optimised descriptions, images, and service details.
- Content Silos: Created geographic content silos to rank for local searches in nearby towns and cities.
Months 4-6
Continuous Optimisation and Scaling
- Review and Adjust: Regularly reviewed SEO performance and adjusted strategies based on data insights.
- Link Velocity: Increased the number of backlinks according to industry averages.
- High-Risk, High-Reward Strategies: Experimented with advanced SEO techniques to achieve significant gains.
04
KPIs
- Redesigned website with dedicated brand pages and improved user experience.
- High-quality blog posts, guides, and case studies focusing on cabinetry trends and tips.
- Engaging social media content, including images, videos, and interactive posts.
Tools Used
Google Analytics
To track website performance and user behaviour
Google Search Console
To track search performance and fix issues.
Ahrefs/SEMrush
For keyword research and monitoring SEO performance.
Moz
To monitor domain authority and link profile.
Results
Through diligent SEO practices and continuous optimisation, Avensure can strengthen its online presence, paving the way for sustained growth and success in the HR and employment law service industry.
What our customers say on TrustPilot
FEATURED SERVICES
DIGITAL MARKETING
Our team of SEO consultants will do a thorough analysis of your website to identify search engine optimization opportunities and areas that need to be improved.
DATA & INSIGHTS
We offer the most reliable data cleansing services, including data quality checks, data auditing and aggregation, de-duplication, and data enrichment.
REPUTATION MANAGEMENT
Our link-building service will improve your search engine rankings, increase traffic to your website, and allow you to outperform your competitors.
UX & WEB DESIGN
We’ve SEO consultants who specialise in local SEO services. We manage local SEO campaigns for our clients and rank them higher in Google maps listings
AI & ML CONSULTING
We collaborate with enterprises in leveraging the correct AI technology to enable innovative new business models across industries
ECOMMERCE
Product, content, and search suggestions may help you take personalisation to the next level with our intuitive recommender system.
LEADERSHIP TEAM
Abrar Tariq
Director SEO/AI
Ihsan Riaz
Machine Learning Lead
Muhammad Uzair
Web Design Lead
GET IN TOUCH
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