What is working? Where can we improve? Where are the gaps? Three questions we are asked repeatedly by clients. The difference in how we respond is that we provide quantified answers by interrogating substantive data. As one of our long-standing clients, the multinational enterprise software company knew this. Hence, they tasked us with identifying and answering complexities to inform a robust content strategy across 32 markets. Here’s how we did.
- Comprehensively understand the user.
- Identify the type of content that will rank and satisfy user intent.
- Determine the maximum rank achievable and ROI for the business.
GARNER UNIQUE METRICS
We crafted an extensive list of metrics to answers specific questions. We dissected the correct information. We carried out a unique SERP analysis to identify whether the intent is more skewed towards the product or information for each keyword. We unveiled the glass ceiling rank position and its impact. We understood the ideal content type over the keyword or topic. And we continue to update the data weekly, making our solution dynamic and modifiable.
We assembled the input into a single place. The tool could then identify which URL had the most opportunity (organic search traffic) at a global level. Put simply, it informed what pages should be optimised first, across all markets, for the best results. The output was a quantified, living-breathing resource allowing decisions to be made based on enriched data. At scale. In real-time.
EMPOWER THE CLIENT
We presented the Global Content Strategy Tool in a way that allowed the client to consume, digest, and extract data at their leisure and in line with their organisational goals. Ultimately, we provided the information needed to make stellar strategic decisions and the evidence to support implementation.
Our approach isn’t a stab in the dark. We calculate the exact opportunity each client has. In this instance, we knew that there were 236, 355 additional potential visits identified across all markets. This meant we could craft a strategy that was based on attaining genuine visits.
For this client, the UK is their leading market. Not only did we create a global strategy for all markets and support in implementing it, working closely with the in-house team and other agencies, but we were also responsible for actualising the strategy in all UK English language speaking regions, achieving a 58% increase in organic traffic in FY19.
In other markets we saw equally impressive results. After the optimisation of 8 pages, covering Hong Kong, Malaysia and Singapore – as identified through our Global Strategy Document, visibility increased 67% in one month, followed by 96% the following month. During the same period, more than 70 new keywords appeared on page one. 26 in one category alone.