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