NSP - Search Engine Marketing

The Challenge

National Schools Partnership had a brand new website that no one visited – traffic numbers were minimal and enquiries were none existent.

There was also one hidden challenge with this project and that was in the choice of keywords. The National Schools Partnership helps promote brands through school partnerships and learning materials. They certainly don’t market to kids and these were the kind of keywords we had to avoid.

Approach

Probably our most extensive keyword research project to date involving analysis of over 4500 keywords and key phrases to ensure we found the right keywords for the client but also keywords where the volume was worth chasing.

Content was a major issue on the website as it simply didn’t have enough to warrant good search engine ranking. With this in mind we introduced the NSP Blog to give National School Partnership control over their content and the ability to make this grow easily over time. Developing the blog from scratch meant we could plug in some really nice SEO tools so the client only ever needed to worry about writing valuable content – the blog would take care of the rest.

With the website being so new a strong link building campaign would only work against the site so we carefully planned a slow building campaign to ensure this continued to look natural in the eyes of major search engines.

Results

Out of the 10 agreed search terms we have gained rankings in Google for five and now sit top on Google.co.uk for two of these phrases.

In the previous month we have achieved a 900% increase in traffic from search engines. Granted this is very early days but very positive figures which show no sign of stopping.