Having seen our success within the online gambling sector, Ladbrokes approached the Absolute Digital Media team with the aim of improving their organic visibility and capturing a larger proportion for the market as they continued to expand. We worked closely with the team to identify further key objectives, which included:
When Ladbrokes partnered with us, we conducted a full, in-depth site analysis to determine the effectiveness of previous SEO strategies, and to extract additional information to determine strategy.
With this insight, the team developed a number of creative campaigns, integrating games and infographics.
We worked closely with the client to conceptualise brand voice, establish tone and branding, while also meeting the industry’s stringent compliance standards.
Further to this, we optimised existing revenue-generating pages and identify keyword and creative gaps in the News section to provide the brand with greater visibility.
- We performed an in-depth technical audit and performance audit across the site, reviewing existing SEO work that had been completed to ensure that there were no hold backs and to assess areas that were performing well which we could keep or improve upon. The site’s technical health was complex due to the subdomain set up of the site, and with limited access, we had to work closely with their internal development team to ensure our recommendations for SEO best practice were implemented.
- We highlighted some quick win opportunities within revenue-generating page optimisation and meta data updates to further improve keyword density, readability and the information provided to users to encourage them to convert. We conducted regular content gap analysis to ensure we were consistently aware of the marketing efforts by the site’s core competitors allowing us to encroach into their market space.
- To further enhance the site’s visibility in search and capture a larger proportion of the target market and users with an informational search intent, we created a series of content marketing driven creatives such as guides, infographics and interactives. These were pitched to the Ladbrokes marketing department on a monthly basis to allow us to ensure our online efforts were working in parallel with other marketing channels such as their TV advertisements and in-shop marketing.
- These creative assets were then effectively outreached to leading online publications, media contacts and journalists to improve Ladbroke’s visibility online but also to gain backlinks to further enhance their authority, allowing us to remain highly competitive.
Since we partnered with Ladbrokes, we achieved a 39.64% increase in organic visibility for the brand.
As a result, organic traffic increased by 530.06%.
We also saw a 238% increase in click-through rate.
Overall, we achieved 378 page 1 positions.
It has been delightful to work with a company that clearly takes a great deal of pride in what they do and demonstrate a clear passion for both what they do and for delivering results for their clients’ campaigns. If you are looking for an agency that will go the extra mile and feel like an extension of your existing team, then I would always recommend Absolute Digital Media.
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