The Need
Our client RRC International, a leading provider of health and safety training, wanted to grow their organic search presence. They were keen to improve their share of search while simultaneously reducing their reliance on PPC. To achieve this, we recommended an integrated SEO-led approach, including keyword research, landing page optimisation and digital PR outreach.
How We Helped
RRC was already ranking well for brand and product keywords, but our keyword research revealed some core generic keywords that represented untapped potential. To capitalise on this search volume and intent, we delivered a detailed audit of existing RRC landing pages that aligned with these keywords. The pages were performing poorly and needed a refresh – so we recommended SEO-focused improvements, including:
- Tweaking the content and identifying further opportunities to include the target keywords
- Demonstrating further E-E-A-T throughout the pages – including adding relevant testimonials and a ‘Why RRC’ section
- Restructuring key sections to provide a better user experience
- Updating the FAQs to capitalise on relevant long-tail keywords and satisfy user intent
- Updating the URLs in line with page purpose, and including links to the pages in the main navigation
Once the updated pages were live, we started to build their authority through integrated digital PR campaigns. Using data stories and features targeted at relevant industry media titles, we built a network of backlinks and branded mentions to these landing pages.
