Digital Marketing Transformation for an Adelaide Cleaning Business.
Background
O’Shea’s Organisation, a leading cleaning business in Adelaide, aimed to strengthen its online presence and increase conversions/sales. However, two previous marketing agencies failed to deliver the desired results in SEO, advertising efficiency, and website engagement. This left O’Shea’s searching for a digital marketing partner who could produce real, measurable outcomes.
Challenge
Prior to working with Search & Internet Marketing, O’Shea’s Organisation, faced several key digital marketing issues:
- SEO Performance: Low keyword rankings limited O’Shea’s organic visibility and web traffic.
- High Google Advertising Costs: Cost-Per-Click (CPC) in Google Ads was high, impacting the overall return on investment.
- Website Optimisation: The website’s structure was not fully optimised for search engines, resulting in limited user engagement and conversions.
O’Shea’s sought a comprehensive solution to enhance visibility, lower costs, and drive engagement.
Strategic Approach
Upon taking over, Search & Internet Marketing crafted a focused strategy, applying data-driven insights to SEO, advertising, and branding efforts. The approach was rooted in core marketing principles, aligning with industry best practices for optimising customer engagement and delivering sustained value.
SEO Audit and Optimisation with Keyword Strategy
- A detailed SEO audit was conducted, leading to a targeted keyword strategy that focused on high-impact terms for Adelaide’s cleaning market.
- As a result, all primary keywords moved to the first page of search results, boosting O’Shea’s organic reach and brand visibility significantly.
Cost-Effective Google Advertising
- Existing Google Ads campaigns were analysed, revealing areas for optimisation in audience targeting and bidding strategy.
- Through refined segmentation and ad adjustments, CPC was lowered, allowing O’Shea’s to achieve broader reach and improved ROI within the same budget.
- This efficient use of advertising resources is a key aspect of competitive digital strategy.
Website Reconfiguration for SEO and Enhanced User Experience
- The website was restructured for better SEO and user engagement, including optimised metadata, improved linking, and faster page load speeds.
- Content was realigned with search intent, creating a more engaging and conversion-friendly user experience.
Meta Posting on Facebook and Instagram for Branding
- To strengthen O’Shea’s brand presence, Search & Internet Marketing launched a targeted social media strategy using Facebook and Instagram.
- Regular, high-quality posts were developed to showcase O’Shea’s cleaning expertise, customer testimonials, and tips for maintaining clean spaces. These posts helped build brand awareness, establish credibility, and maintain consistent engagement with both new and returning customers.
- Leveraging Meta’s advertising capabilities on Facebook and Instagram allowed O’Shea’s to reach a broader audience, driving awareness and keeping the brand top-of-mind for Adelaide residents seeking reliable cleaning services.
Results
The digital transformation led by Search & Internet Marketing produced significant, measurable improvements:
- Improved Search Rankings: All target keywords now rank on the first page, driving a substantial increase in organic traffic.
- Greater Advertising Efficiency: Google Ads campaigns achieved a lower CPC, allowing for an expanded reach without increasing budget.
- Increased Conversions: Google Ads conversion rates rose by 23%, resulting in more qualified leads.
- Sales Growth: O’Shea’s have seen a 17% boost in sales, reflecting the cumulative impact of SEO, advertising efficiency, and an enhanced website experience.
Conclusion
Through a strategic digital marketing overhaul, Search & Internet Marketing enabled O’Shea’s to overcome previous challenges and achieve sustainable online success. The combined impact of SEO optimisation, cost-effective advertising, an engaging website, and targeted Meta postings has strengthened O’Shea’s brand, resulting in a 23% increase in AdWords conversions and a 17% rise in sales. This holistic approach has set a strong foundation for O’Shea’s continued growth in Adelaide’s competitive cleaning industry.
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