Driving a 44% increase in non-brand organic traffic

The challenge

Between 2017-18, Receptional increased annual learner driver enquiries by a staggering 696% (1,056 to 8,407) through PPC. In 2019, Receptional were challenged to push the boundaries even further and double the number of enquiries previously seen.

This would be achieved by incorporating 360° SEO & content marketing services.

Fast-forward to 2019: Bill Plant Driving School won the highly coveted ‘National Driving School of the Year’ award, beating the AA and Red Driving School.

What we did

A variety of SEO strategies were flawlessly executed, targeting audiences at all stages in the marketing funnel:

  • Full technical optimisation of the website’s local pages to maximise rankings for local non-brand keywords (e.g. “driving lessons in Birmingham”)
  • Content optimisation to allow value adding content to rank organically, including free online theory and hazard perception tests, Highway Code, and a parking game
  • Digital PR & content marketing campaigns were implemented to strengthen the brand’s reputation as an award-winning franchise, and push down outdated search results which draw attention to the businesses historical difficulties

Services used

Insights & Strategy

Marketing Strategy

Creative Content

Promotion

Digital PR

Technical SEO

Conversions

Conversion Optimisation

The results

We made year-on-year (YoY) non-brand keyword gains of 44%, thereby generating a source of sustainable “free” customer traffic.

As a result, Learner Driver Enquiries were up 39% in YoY.

Amongst many keyword wins, top keyword “driving school” jumped from 17th position to 5th position.

Since hiring Receptional … our return on investment has increased by 60%.

Chris Bishop - Bill Plant Driving School />
Chris Bishop
Consultant
Bill Plant Driving School

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