PPC & SEO
Technology
Large
Sydney, Australia
About Macquarie Data Centres
Located in North Sydney, Macquarie Data Centres is one of the world’s most certified data centres globally. Delivering data centre solutions for nearly 20 years, this company wanted to grow their organic traffic in a competitive and niche industry.
Challenges
The Australian-based data centre reached out to OMG to help through a multichannel campaign. As their website was lacking visibility online, our Gurus embarked on a journey to revamp the company’s keyword strategy, bolster the quality and quantity of page content, and strengthen their domain authority. In doing so, the aim was to make the brand more visible within the industry in order to generate traffic, leads and more.
- Ultra competitive market due to niche industry conditions
- Outdated content in need of a refresh
- Website not fully optimised for SEO and PPC campaign strategy
Our Approach
With the wealth of knowledge and experience at their fingertips, the Online Marketing Gurus constructed an SEO and PPC strategy that involved optimising website content, creating and implementing industry specific audiences for keywords and building out custom PPC campaigns to optimise for location-specific keywords.
Strategy & Execution
Strengthening brand presence and visibility
Macquarie Data Centres wanted to strengthen their brand presence to show why they’re one of the world’s most certified and trusted data centres in the market. As such, they turned to OMG for help.
Within the niche industry, search volume for the most high-intent keywords was quite low. Because of this, the strategy developed ensured a balance between targeting the most relevant and profitable keywords while also growing visibility for broader informational keywords to help reinforce this company’s brand presence.
Hypertargeted PPC strategy
With a laser focus on local strategies, this company aimed to increase their visibility with an integrated SEO and SEM strategy. OMG engineered a PPC strategy to reap the localisation benefits.
Hyper-targeting the relevant location keywords enabled this data centre to catapult their Google rankings within their geographic region, allowing them to fully capitalise on high-intent search traffic.
Supercharging website performance
Alongside strengthening online presence and visibility, Macquarie Data Centres needed a content refresh to coincide with their new marketing strategy and goals. As such, when hyper-targeting new keywords, website pages had to correspond and relate to the necessary keywords potential clients are searching for.
This is where we came in. Our Gurus optimised key website pages, bolstering both content quality and quantity.
Outcomes
In the first 6 months of the campaign, we achieved:
- 120% increase in organic keyword reach
- 556% increase in organic traffic
- 255% increase in organic clicks on SERPS
Additionally, we have:
- Developed 8 new SEO-optimized website pages
- Increased domain rating by 19% in a highly competitive industry
- Added 11 keywords onto Google’s first page
- 133% increase in organic impressions
Other key wins:
- Optimized keyword strategy and quality of content & search
- Improved local authority & brand visibility
- Built out custom PPC campaigns to optimise for location-specific keywords
- Created & implemented industry specific audiences & keywords for PPC
