#i did try to add alt text to the images but the icon wouldn’t show up? maybe they’re too small?

[horse-head-farms]

hypno’s username has pregananant syndrome in this fandom

this isn’t hate, i just find this funny! you’d think it was spelt like the actual word “hypnotized” but nope! no e. it’s “hypnotizd”

[talenlee]

Alt Text and Habituation

I’ve been trying to consistently put alt text on images here on my blog.

I don’t, if you’re curious. I mean I didn’t. I have, for basically two months now, been trying to comprehensively add alt text to things. If you go back to just November last year, I think you might find images just don’t have alt text.

A part of this was bad advice, from the actual system for adding alt text. If you check the media library for wordpress, it includes a note about alt text that says something to the effect of ‘if this image is not necessary for the article, don’t put alt text.’ And I thought that yeah, actually, largely, my images aren’t. That doesn’t excuse the times I show cards, or make the image the subject of the paragraph, and certainly not the times I just dump a graph in there, but the bad advice made me think by default I didn’t need to do it, so I wouldn’t do it.

The other thing was I just didn’t think of it. It was a habit I didn’t have. And honestly, there are a lot of habits that add a few seconds to things that you can think maybe are easy to do, but you had to build those habits. Using Mastodon regularly on kind.social and posting on cohost. My daily magic cards became part of it – I think it might have been a whole year of typing out alt text every day that got me in that habit. But I was only doing that because I had an image I wanted to post every day in the form of my custom magic posts, and those I could determine an alt text for them very easily.

That meant the habit got built a little at a time and a lot of the alt text I use now is stuff like ‘an icon of a thing.’ Sometimes I take to giving the vibe of an image. Sometimes I’ve tried making a joke.

Understand that with this habit came a lot of discouragement. The way people talk about alt text on mastodon makes me not post pictures there aside from the once-a-day custom magic card. The kind of people who get very mad about alt text and accessibility features enough to yell at me, a stranger, about it, are the kind of people I read once, then mute because I can’t address structural concerns while they yell at me about them and all I can do is my best. Haranguing strangers doesn’t help me build the habit. The environment is volatile, and honestly, kind of cruel about alt text. It’s not enough to post it, you have to do it right, and you can’t discuss its limitations or difficulties without being attacked.

Consider: If the only way to do alt text would be to go back through my blog of ten years and have to alt text everything as the first thing I did, it’d never happen. It just wouldn’t! There’s an enormous archive that doesn’t necessarily load reliably, it’s a huge pain in the ass and probably a full time job’s worth of work for some time to go do that, and with no practice at alt text, it’d probably look bad and be unhelpful. Taking the current (bad) situation and making it overwhelmingly hard to make it not much better is not helpful.

I want to build better habits, I want to do a better job of the things I do. I don’t avoid alt text because I want the internet to be a worse experience for people who use screen readers.

You build good habits a day at a time but part of that means that there’s got to be a version of the habit you can do every day.

It’s now been a month or two of dedicatedly doing it, and I’m writing about it now because one of the biggest hurdles in the whole process was alt-texting all 380+ cards for my daily Magic: The Gathering custom cards. This was a single huge task, but it was also a new task. It presented to me a puzzle, and I had to find a way to solve it that worked. I’m just going to list what I did, roughly, and show you what it took to get that project set up, and then what that led to.

That was not a small task! I’m glad I did it, I feel good about having done it, but wew lord it was not easy! And now, bonus, to complicate it further? If I want to edit a card – or worse a handful of cards – I have to delete that file, upload a new version, then go through and replace all the times that card gets referenced!

This is a big task, but doing it made all smaller permutations feel easier. Alt text feels easier to remember because hey: I don’t have to do that again.

Check it out on PRESS.exe to see it with images and links!

[angelinuhh]

Hi there A! Could we get a public review from you? Thank you so much and we hope that you have a breathtaking upcoming week! ~ Admin Catie

DISCLAIMER: this review is onlyreflective of my own opinions and is intended to provide constructivecriticism. there is no obligation to listen to or agree with anything said.

OVERALL:

the reality tv junkie in me loves this concept of this rp. and, asI look around, this typifies exactly what I love about the genre: characterdevelopment, fast-paced events and, of course, a healthy dose of competition. Ilove your color scheme and your theme. for a contained theme, I found it incrediblyeasy to navigate—which was a real and true blessing. however, I do think that there are still many things to improve, Ithink a little more consistency and editing in your descriptions and overallaesthetic could really elevate your rp and make it more accessible andattractive to prospective members. I also would like to see a change in yourrules, both in policy and in tone. overall, I wish you guys the best of luck.

.

PLOT:

I really do love the rp idea, but I do think the plot page leavesa little something to be desired. For appless rps, especially ones withoutblurbs on the sidebar, you really do need something that is concise, both eye-catching and attention-grabbing, all the while getting to the point. while the content you have on this page isn’tbad, you have a long-ish block of text that can read a little dry at time.

I’ve taken the liberty of editing your plot to take on a more activetone to show you what I mean. while you have no obligation to use it, you dohave full permission to:

 There is no greater motivation in theworld than money – and nowhere is that more present than in ParadiseIsland, MTV’s new reality television show. Sent to a private island inpairs and forced to compete challenges and tasks set by the producers, contestantsoften find themselves doing things they wouldn’t normally do, all for a chance at$750,000.

Here at Paradise Island, the fun never stops. With 24/7 Streaming, viewers are given a real-time seat to the  drama,the romance and more! While binge-worthyshows are great, the 12 million daily viewers know the truth: they never have to find something new towatch again.

After a rigorous application process, including video essays about why theywould like to be on the show, interviews and even a test challenge was preparedto see which finalists caused the most drama or had the most chemistry, thehundreds of potential applicants were narrowed down to just 40. The producersrandomly assigned each contestant into pairs and, for the duration of the show,these partners were to share a room in the mansion and work together to win thegrand prize. 

But what happens next—will loveblossom? Will greed step in? Witha 1/20 chance of winning the $750,000, most of the contestants will do anything to get their hands onthat money, but there can only be one pair of winners.

Who will be victorious in the first Paradise Island?

-        

paradiseislandhq is anappless  23+ pairedmuse roleplay based on reality television. Contestants have been sent to aprivate island and must work in pairs for the chance to win a grand jackpot of $750,000w/ additional prizes. We focus on weekly character development tasks &challenges, plotting between members, in-character drama, and. of course- vacation vibes! Applicants are free toapply for a wanted connection partnership or to have one picked at random foryou!

 If you would like to take a crack at it, here’s what I tried to fix.

Have a more ACTIVE TONE

 thisis a purely stylistic choice, but i would suggest varying up sentence structureand utilizing your bold and italic keys a little more as most people in thegenre do.

Try to avoid going on tangents

Inthe beginning, you start with the motivator of money above all and thenimmediately move to love and status, thus weakening the power of your opening

Ialso did not particularly think the tangent about streaming services in thethird paragraph was necessary. Your goal is to emphasize that the show is 24/7—you don’t necessarily have to explain that.

Is it… $750,000 or $750,000+, because both were used. That needsto be clear.

The first thing I always look for is the synopsis at the bottom,but yours is a little bit long. 

Iwould center it as well. You can do this by entering into the html and putting , I think.

Side note: make sure your navigation tab’s blurb matches the one on this page.

I also spotted a couple of grammar errors. Your biggest and mostfrequently repeated error is run-on sentences and a lack of commas.

.

.

RULES

bh, your rules page was a hugeturnoff for me. I don’t think it was your intention, but it was very blunt, alittle wordy (ik ik… im legit the most wordy person on earth) and read kind of…rude. A a potential applicant and as a reviewer, I just- I wasn’t feeling itand would likely be very wary of applying because of it.  There are also quite a few run-on sentenceshere, so watch out for that.

I’m not going to rewrite the whole thing, but here are a few specificchanges I would make and alternate wordings to your statements.

 Edits

(++) I would put in a HOW WE RP section and add in the stuffabout the tasks, points and challenges. Because that should not go underinclusivity. I also do not understand how it works and I need much moreexplanation. I can guess, of course, but I shouldn’t have to. You need toclearly outline how this rp will be run and how tasks will be delegated and pointswill be awarded. Vaguely stating that there will be challenges and points andwhatever will not work.

(++) Your muses section is very confusing. Especially the agebut also the diversity part. I understand that you feel strongly about this,but I brought it up to some friends and many of them were just as confused as Iwas. I read your FAQ and things did not get any clearer. If I were you, I wouldsimply say “all muses and fcs must be older than 25. Please aim to make yourcharacter’s age believable with your faceclaim.”. And that, “to encouragediversity, if you have more than one character, at least one must be POC.” Asyou have it, it is very murky and kind of defensive?? almost. Like I reallywant people to be over 25, but I guess they can play 23, but also they canactually be 40 but they can play in their 20s. It’s convoluted and I get alittle frustrated trying to read it. In my opinion, you just have to pick asingle age and go with it.

I feel like your unfollow rule is extremely lenient for one ofthese rps. It may lead most of your members being inactive before they getunfollowed.

 .

Alt wordings (some suggestions)

Although it is expected that in-character partnerships will needcharacter development, please make an effort to interact with all member.Bubble RPing is NOT permitted and we aim to make an inclusive environment whereall muns can explore their characters.

Youroriginal statement really put the onus on the RPer like they’re already doingsomething wrong.

We are happy to oblige with hiatus or semi-hiatus requests. Lifecomes up and we want all of our players to be comfortable. However, we onlyaccept these requests through asks that come through our inbox.

Reallythe CAPS and the Do not inform by im… don’t really feel like you want me tocomfortable.

We allow small/medium gifs. Please do not use large gifs. In orderto be accessible we do not allow gif icons under 90x90. >>>>In order to be accessible, large gifs and gif icons under 90px are not allowed.We prefer small/medium gifs.

Feel free to cause in character drama. However, no OOC drama willbe tolerated !! >>> While in-character drama can be fun, OOCdrama will not be tolerated.

idk why but those exclamation points were felt in my soul, man. Sdfjdkf. Look, it’s just a little intimidating.

.

 .

 .

ACCESSIBILITY :

I knowthis sounds like a small thing, but I really am impressed.Container themes are notoriously hard to navigate but I had little to notrouble going through yours. If your rp grows, that muse tab is going to behell to update so I admire your commitment.

My onlycritiques are that

 youneed to finish updating your nav so there are no broken/nonexistent links—whichI’m sure you will do

on your/map page, you have ‘wanted connections’ spliced so both wanted and connectionare links.

I’dmuch rather see a page with all the tags to track than just having them floataround on the navigation. But this is totally up to you to change.

.

.

AESTHETIC/GRAPHICS:.

Lovethem. Whoever did them, mostly, did a good job in maintaining the color scheme.My only critique is that I’m not really feeling the headers for, like, the plotpage and the wanted connections…etc. These harsh black borders and script fontsstand out a lot and, while the images are nice, they have a completelydifferent color scheme (dark blue-ish tones to the warm and tropical orange ofthe rest of the theme). I wish they would! Because otherwise, I really do likewhat you have here.  

.

.

.

MORE.

I would edit or remove the first question onyour FAQ.If anyone asks the question, you can say to promote age diversity andthat’s reason enough. As it stands, the question and the answer just makes me confusedand, some of the statements like “actors over 25 have more resources” is justuntrue.

thebiggest flaw that I see in your RP is inconsistency and occasional lack ofclarity. here is a list of things I’ve found that varied from page to page.

1.      Sometimesthe jackpot is 750,000. Sometimes it is not.

2.      Theblurb on your navigation does not match the blurb on your plot page

3.      Yourefer to this rp both as appless and semiappless.

.

.

.

.

TLDR; what i would like to see changed, vaguelyin order of most of least importance. Feel free to ignore any or all of these.

REDO your rules page to include a HOW WE RP detailing thepoints, tasks and challenges

 CHOOSEa clear and consistent ruling on your age bending/limits. It might make senseto you and promoting age diversity is very admirable, but, look, we’re alldumb.

EDITyour rules page to be… more affable. It’s not bad as it, but it just helpspeople get through it.

i wrote a few alternate phrasings you can look at

EDITyour plot to be more engaging and concise to really grab people’s attention.

i wrote something above that you may use

DOUBLE CHECK all your pages to make sure that you don’tcontradict yourself in various places.

 as a last note and reminder, YOU DO NOT HAVE TO TAKE ANY OF MYSUGGESTIONS. There is no ill-will from me to you. As always, this is notintended to be hate and I genuinely want the best for you guys. However, I amterminally cursed to be nitpicky. I’ve done my very best to make sure my adviceis constructive, but please call me out if you find any of this offensive orcrude.

I genuinely like the idea of the RP and appreciate the work you’veput in. Seeing Dev Patel used--- makes my day. Thank you for your time andpatience.

If you have any more concerns or questions, please feel free tocontact me.

[epackingvietnam]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

#túi_giấy_epacking_việt_nam #túi_giấy_epacking #in_túi_giấy_giá_rẻ #in_túi_giấy #epackingvietnam #tuigiayepacking

[bfxenon]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[nutrifami]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[xaydungtruonggia]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[camerasieunhovn]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[ductrungnguyen87]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[gamebazu]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

https://ift.tt/36xOzcb

[kjt-lawyers]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[noithatotoaz]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[thanhtuandoan89]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[drummcarpentry]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[lakelandseo]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

[gamebazu]

How We Increased Our Client’s Leads by 751% on Less Than £1K Per Month [Case Study]

Posted by LydiaGerman

It’s a common misunderstanding that working with a small budget for SEO means you can’t generate results. How can you possibly make enough improvements to the site in so few hours per month?

Well, for us at Tao Digital Marketing, our work with Fleetcover goes to show that results can be achieved by focusing on the most important changes in the little time you have.

In this case study, we’ll break down how we increased leads by 751%, keywords by 259% and impressions by 535% on a budget of less than £1,000 / $1,347 per month, equating to one day’s work. That’s a small spend for SEO, but making the right changes at the right time, and focusing our efforts on the most important aspects, generated these positive results.

Objectives

Our objectives were similar to what every website ultimately wants to achieve: generate leads for the business and increase online visibility for relevant search terms.

To be a little more specific, we picked this client up in March 2019, but of course, results generally started to pick up from November 2019 as Google started to crawl the site more regularly.

Our targets/KPIs for the next 12 months were based on numbers from April-November 2019, as below:

Increase leads from 175 to 500

Install a new chat function on the site and gain 50 leads through it

Increase site clicks from 2,200 to 5,000

Increase keywords ranked for from 229 to 500

The target audience was businesses that need fleet insurance. This spans a wide range of industries, from those operating coaches and taxis through to motor trade.

Our strategy focused on technical SEO and content creation. There was one big issue, though: we didn’t build the site ourselves, nor did we have the level of access that would allow us to make any design or fundamental changes that could support SEO and lead generation. In turn, our strategy had to be heavily content-driven.

Our strategy

1. Add a chat function

In November 2019, we added the ‘TawkTo’ chat function to the site which has helped generate leads. After analyzing when their audience was visiting the website, we found that most users were on the site late at night and on weekends.

With their team being out of the office and unable to answer any phone calls during these timeframes, we thought it would be of value to offer an online chat function to help capture inquiries so potential customers wouldn’t be put off or frustrated! This would put them at an advantage compared to their competitors who were not doing this.

We implemented the bot so it appears on the tab as a message notification, drawing people’s attention to the page even when it isn’t the active tab. So far, 330 inquiries have been made through this function.



Fleetcover Chat Bot

  2. Implement technical SEO

Tweaks that support technical SEO are perhaps some of the most important changes you can make to see real results. We implemented this by:

Optimizing page titles

Creating meta descriptions that were between 100-155 characters, using keywords that naturally fit

Using the optimal image sizes that each website required

Using alt text for images

Implementing internal and external links where possible

Utilizing FAQ schema on the more frequently searched questions

Optimizing the sitemap by getting rid of URLs that wouldn't support organic search

Using the robots.txt file to point search crawlers in the right direction

Creating 301 redirects. There were a number of outdated pages as well as 404 errors that needed to be addressed

Making usability tweaks to the design. We were very limited in what we could achieve on the site as the incumbent were not massively helpful in terms of the access they would give us. We were able to get round this in certain areas, an example being the ‘Get a Quote’ buttons. We had a feeling user metrics mattered in this competitive market, so we did our utmost to capitalise on this.

3. Optimize the “Get a Quote” form

We added heat mapping and anonymized visitor recording to the site. When we analyzed the data, it became very apparent that many people weren’t filling out the “Get a Quote'' form due to it being too long — like standing at the bottom of a mountain, trying to work out the right route to the top! The original form had almost 10 questions, which overwhelmed the user and resulted in low conversion rates.

Step one of Fleetcover Quote form

Step two of Fleetcover Quote form

We’ve had great success using multi-step forms on other client’s sites, so we decided to create one for Fleetcover. We had all the questions needed to provide a full quotation, but split it all up into easier-to-digest tabs and user-designed icons, rather than just text.

Our new form was built creatively and had four steps, making the process easier. With this change alone, leads from the form grew from 175 before November 2019 to 1,489 over the past 12 months (751% increase).

4. Focus heavily on content creation

Example of Fleetcover service page (HGV fleet insurance)

Service pages

Content creation is an area where we really got the chance to demonstrate creative flair alongside data analysis. We started by reviewing Fleetcover’s service pages, and fleshed out the content to make it more engaging.

Example of Fleetcover service page (FAQs)

Keyword research and search intent

Over time, we continued to research keywords, focusing heavily on understanding the search intent behind them, and creating detailed content and FAQs to meet the audience’s needs and Google's understanding of those intents.

One topic we’ve been focusing on is the rise of electric vehicles and how this will grow and affect the insurance industry. As the development and popularity of these vehicles progresses, we’re going to look at how we can use this in our content strategy.

Formatting and style

Including clear, natural CTAs at the end of each piece was really important, not only to round out the articles, but also to encourage readers to use Fleetcover’s broker service. See an example from our piece about business car insurance below.

In addition, utilizing a simple but effective tone of voice helped to meet the needs of potential consumers and give them the information they need in a straightforward way. When focusing on keywords/phrases that contain industry jargon, we always include information about what the word or phrase means for those with informational intent about a particular topic, for example ‘fleet breakdown cover’.

Results

Sales

We achieved the goal of gaining more sales, as website conversion rates jumped from 3% to 14%, and leads increased from 175 to 1,489 (751%). This massive increase (pleasantly) surprised us as we are working with a site with a domain authority of 22 in a competitive industry, so to achieve these results so quickly was a great boost for both ourselves and Fleetcover.

Fleetcover was previously spending a considerable amount on purchasing leads from other companies, whereas now they have invested into SEO, which has significantly increased the number of leads they generate. With SEO, these leads are of a higher quality than PPC leads, and are therefore more likely to use their services. There is little need for Fleetcover to purchase leads now, as the business is becoming its own profitable arm of Walmsleys Insurance Brokers.

Rankings

We’ve helped Fleetcover gain online visibility for certain keywords such as “fleet insurance brokers” (#1) and “fleet insurance quote” (#2). Their positioning for “Fleet breakdown cover” has also moved from #15 to #4, and “fleet insurance quote” has moved from #10 to #2. The main benefit of these ranking improvements is the huge increase in traffic!

We also gained top spot for the main keyword of “fleet insurance”, but this has since been taken by one of the juggernauts (excuse the pun) of the industry. We’ll be back, but for now, domain authority reigned supreme.

In April 2019, Fleetcover was only ranking for 229 keywords, and they now rank for 824, a 259% increase.

Traffic

As mentioned, we saw results beginning in November as Google crawled the site more actively and found more relevant content. Therefore, April - November 2019 is our “before” comparison for what we’ve managed to achieve over the past 12 months:

April - November 2019:

Impressions: 296,000

Clicks: 2,220

November 2019 - November 2020:

Impressions: 1,880,000 (up 322%)

Clicks: 6,470 (up 194%)

Thanks to more than exceeding our set KPI goals, we were shortlisted for three SEO awards this year, and Fleetcover’s CEO had only good things to say:

“For years we’ve been looking for a company to do exactly what you have done and I can honestly say in 12 years of being involved in marketing, this is the first time that any marketing company has proactively gone ahead and done something for us in this way. I’ve whinged about it for so long that it made my day when it dropped in my inbox. Really chuffed.”

Well, that just speaks for itself, doesn’t it?

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!