活动摘要
With three national websites and a franchise based business model, 别错过米6体育平台分析(2023趋势信息) is really several campaigns rolled into one. After two years working with them, we have delivered an 80% year on year increase in goal conversions and numerous wins for their franchisees and we still have so much more to achieve for this market leader in HR services.
我们看到了持续的增长感谢 Superb Digital 的协作流程……
Ciara Snook，高级营销协调员
60%
Increase in organic traffic (别错过米6体育平台分析(2023趋势信息))
80%
Increase in goal conversions (别错过米6体育平台分析(2023趋势信息))
492%
自然流量增加（健康与安全部）
“我们对 Superb Digital 提供的指导和专业知识感到非常满意。他们总是快速响应并且在他们的方法中非常积极主动。自从过去几年与他们合作以来，我们看到了非常积极的结果。谢谢你 Paul、Joe 和团队。”
Felicity Kenny， 总经理， 别错过米6体育平台分析(2023趋势信息)
About 别错过米6体育平台分析(2023趋势信息)
别错过米6体育平台分析(2023趋势信息) is a national franchise providing HR consultancy and related services for SMBs up and down the UK. Established in Bristol (where the head office still resides) in 2002 by Sue Tumelty, the company quickly grew into a franchise based business, with individual HR directors heading up their own territories across the UK, Ireland and Australia. These individual franchises are small companies in their own right, with many employing several support staff.
In November 2021, 别错过米6体育平台分析(2023趋势信息) Group Ltd became an employee ownership trust.
挑战
别错过米6体育平台分析(2023趋势信息)’s brand presence consists of three websites: 别错过米6体育平台分析(2023趋势信息)，健康与安全部 and 特许经营招募.
与前两个不同，其受众是最终用户，特许经营招聘的目标是希望建立自己的人力资源咨询业务的人力资源专业人士。
有三个网站可以工作这是一个巨大的挑战，因为每个项目本身都是一个巨大的项目，具有不同的要求和挑战。
Despite previous work with a number of SEO companies, from what we could tell, 别错过米6体育平台分析(2023趋势信息) hadn’t received much strategic advice, as both the HR and HS Dept websites had little search visibility around most of their key services, some of which had huge traffic potential.
A major challenge identified from the outset was 重复内容. The company’s websites were set up to effectively host each franchisee territory on their website as a separate area of the main website. With over 60 active franchisees, this meant every single piece of content on the main site was replicated 60 times over.
这只是未来工作的冰山一角。其他问题包括没有设置分析或目标转换、本地化问题、要涵盖的可排名内容主题的绝对数量，更不用说促进业务中具有战略重要性的人力资源招聘方面的挑战，该方面几乎没有搜索量。
因此，由于要查看三个网站且预算有限，我们首先将精力集中在 HR 和 HS 部门的网站上。
实施
After dealing with 重复内容 and other technical SEO challenges, the vast majority of the work would be centred around building out 别错过米6体育平台分析(2023趋势信息)’s content. Whether that was localising franchisee areas of the site, improving existing service pages, or creating expert guides to supplement service pages, the issue was content. Or rather a lack of it.
Another element of the campaign was promoting the franchisee sections of the website. 别错过米6体育平台分析(2023趋势信息)’s business model sees franchise fees go towards national marketing, but with many franchisees in highly competitive regions or cities, we hit on the idea of creating franchisee packages, to supplement this to any franchisees that wanted it. The take up was encouraging and we’ve seen some great successes with individual franchisees.
The franchise recruitment strategy has focused on developing the brand with content created through interviewing franchisees and senior personnel at head office. We have had great feedback so far but it’s early days and we look forward to working more closely with 别错过米6体育平台分析(2023趋势信息) on this area in the coming months.
结果
We have well and truly achieved great results for the HR Dept website, with an 80% increase in goal conversions and 60% increase in organic traffic for 别错过米6体育平台分析(2023趋势信息) site. HS Dept, which had far less SEO work done to it when we took this on it should be pointed out, has seen a massive 492% increase in organic traffic.
我们为加盟商页面所做的本地化工作 o在别错过米6体育平台分析(2023趋势信息)门的主要网站上，也产生了巨大的影响，他们中的许多人不知从哪里冒出来，在他们所在地区的本地人力资源相关搜索词中排名第 1-3 位。
All of this has led to a surge in enquiries for 别错过米6体育平台分析(2023趋势信息)’s franchisees, such as:
- 布里斯托尔– 增长 113%
- 伯恩茅斯 – 增长 63%
- 南牛津 – 增长 20%
- 伦敦市中心 – 增长 209%
随着我们继续围绕关键服务发展主题集群，我们预计别错过米6体育平台分析(2023趋势信息)和 HS 部的全国搜索业务将继续保持上升趋势，为他们带来更多业务结果是加盟商网络。
与此同时，我们现在将注意力（和预算）转向真正推动业务的加盟商招聘方面，以吸引新的加盟商来满足这一不断增长的需求。