For the last three years SEO Consultant Hampshire has been a key partner to Quartix Vehicle Tracking and their in-house marketing and IT departments in the UK. When Quartix Vehicle Tracking called in SEO Consultant Hampshire they had just redesigned their UK website and were planning to expand the company internationally to the USA market.
The initial brief was to increase the existing Organic Search rankings for the UK based website and upon some initial research it was discovered that the new upgraded website was ranked on Page 3 of Google for one of their primary SEO Keywords – Vehicle Tracking.
Like all SEO Projects that SEO Consultant Hampshire works on we develop an SEO Marketing Plan which enables us to identify what potential search terms customers are searching, where the biggest demand is and where currently the existing website ranks in Google for those SEO Keywords.
SEO Marketing Plan
When SEO Consultant Hampshire started to design the SEO Marketing Plan for Quartix Vehicle Tracking it became quite clear that the new upgraded website was not only ranking in Google poorly for primary SEO Keywords such as – Vehicle Tracking – but the site was not being indexed for many other targeted SEO Keyword groups such as Telematics, Fleet Management and other niche SEO Keyword groups such as Van Tracking, Fleet Tracking and Truck Tracking which are all highly relevant search terms for the company and the vehicle tracking industry.
As Quartix Vehicle Tracking had just launched a new website with new landing pages explaining the different areas of the vehicle tracking software product we had to essentially work with the site as it was to build up the Organic Search traffic from Search Engines with the initial focus being very much on increasing the SEO Keyword rankings for the Vehicle Tracking SEO Keyword group.
The process of optimising the new site included many SEO tactics such as reviewing all existing landing pages and content across the site to ensure that the on-site SEO was the best we could make it in terms of SEO Meta data, Content Optimisation, Internal Linking, Image Optimisation, Social Media Development, External Links and Incoming Links etc.
After extensive on-site SEO development to the Quartix Vehicle Tracking website in the UK we eventually started to pick up our Organic Search SEO Keyword rankings in Google, Bing and Yahoo which resulted in one of our key landing pages being indexed as a Featured Rich Snippet in Google for the top SEO Keyword – Vehicle Tracking:
SEO Consultant Hampshire Gets Quartix Vehicle Tracking To The Top Of Google…
Conversion Rate Optimisation
After we had used the SEO Marketing Plan to help us optimise the new Quartix Vehicle Tracking site in the UK we noticed that the Conversion Rate of the site was not as high as we would have expected.
The site was driving some good traffic from Organic Search, but the Conversion Rate was still lower than expected. Typically, in the B2B market the buying cycle can be a long process for companies especially when buying a software product which needs some research to help the buyers understand the real value and return on investment for the business.
In the case of Quartix Vehicle Tracking the return on investment for companies using the software and system is that it helps the customer to manage their fleet of vehicles better which in turn saves time, fuel and insurance costs which of course can be a real significant saving to both small and large companies managing many vehicles.
The existing Quartix Vehicle Tracking site in the UK was setup with many landing pages about various different aspects of the vehicle tracking software with educational content, images and videos explaining the benefits of the vehicle tracking system. However, to encourage the potential customer to take the next step and get in contact, this needed to be more prominent on key landing pages.
Using the Conversion Tracking that SEO Consultant Hampshire setup in Google Analytics we continued to review how existing traffic was converting on the site and then started to introduce new Call To Actions across the site to increase the Conversion Rate. When the new Quartix Vehicle Tracking site was setup in the UK we had no Conversion Tracking to go with and the only Call To Actions on the site were just the Contact Page and the Request Demo page which were very much hidden on the site and not easy to find for new users.
As SEO Consultant Hampshire continued to optimise the existing site for building up Organic Search traffic we continued to roll our better Call To Actions on high traffic landing pages such as Request Free Online Demo and new Call To Actions such as Request Free Brochure on key sales landing pages like the Product Tour Main Features page and the all important Homepage which of course generally gets the most traffic on the majority of websites:
SEO Consultant Hampshire Rolls Out Better Call To Actions To Improve The Conversion Rate…
Product Tour Main Features Landing Page – Request Free Online Demo & Request Free Brochure
Homepage Landing Page – Request Free Online Demo & Request Free Brochure
As you can see in the above images that the Call To Actions are very clear on both landing pages and there are additional references to these Call To Actions in the main navigational tabs at the top of the site. As soon as we started to roll out these types of Call To Actions where customers could go to get more information if they wanted to, we then quickly saw a big increase in the Conversion Rate from all traffic sources including Organic Search to the site.
In the space one of year the total number of Conversions being measured through the site grew by 74% which includes all the Call To Actions across the site including the Contact Page Conversions, Newsletter Sign Up Conversions and various others that we were tracking through Google Analytics. But, if we take just the Request Free Online Demo and the Request Free Brochure Conversions these grew by 443% over the same one year period which certainly gave the in-house sales team many more leads to follow up.
As Quartix Vehicle Tracking continued to expand in the UK year on year with further product developments, new partnerships with insurance companies, new contracts with companies with fleets, vans and trucks; Quartix decided that they wanted to also continue expansion of the company internationally.
Quartix Vehicle Tracking already had a French division, albeit fairly small, but the company really wanted to expand into the USA market of which SEO Consultant Hampshire helped with, following the growth of the Organic Search rankings and sales via the UK site. At the end of 2014 around six months after SEO Consultant Hampshire started helping Quartix Vehicle Tracking the company floated on the London Stock Exchange:
Quartix Vehicle Tracking Floats On The London Stock Exchange – November 2014…
Earlier in the year Quartix Vehicle Tracking opened an office in Chicago in the USA and with new investment funding via the London Stock Exchange this gave the company a real opportunity to keep investing into the international development of the business. With the USA market now being the biggest market for the company this meant developing the new USA website to drive more targeted traffic, lead generation and sales as a very important task in growing the company internationally.
SEO Consultant Hampshire continued to work on the UK site, but started to roll out the same processes of growing the UK site across to the USA site. The initial process was to develop the SEO Marketing Plan so that we could establish what search terms were being used in the USA when compared with the UK, where the USA site ranked and where to grow the new USA website towards first.
Following development of an initial SEO Marketing Plan we quickly found that the search terms being used in the USA were slightly different to the UK market with less searches being made around niche SEO Keywords such as Van Tracking, but with more searches around niche SEO Keywords such as Truck Tracking and Fleet Tracking and some very in depth industry related SEO Keywords towards specific industry law changes, regulations and tax, relating to Electronic Logging Devices and the International Fuel Tax Agreement.
All this data and information allowed us to develop a slightly different SEO Marketing Plan when it came to growing the Organic Search traffic, developing specific landing pages and content for improving the User Experience, Organic Search development, PPC Advertising development, Social Media awareness and to help educate the customer when they land on the site on how the Quartix Vehicle Tracking software could benefit the customers business in the USA.
Developing an SEO Marketing Plan for each website and market you are targeting is very crucial to ensuring you know where the demand is, what potential customers are searching and where your biggest growth opportunities are available. We quickly found that having a different SEO Marketing Plan for the Quartix USA website was very important as it enabled us to identify some very niche opportunities towards industry requirements and changes happening in the USA market in terms of the International Fuel Tax Agreement and Electronic Logging Devices.
Using our new SEO Marketing Plan for the Quartix USA website we were able to develop some very specific niche landing pages to help answer questions on IFTA and ELD and how the Quartix Vehicle Tracking system in the USA could help save time and money for businesses on these industry requirements and on up and coming law changes in the United States.
SEO Consultant Hampshire Helps To Roll Out New Targeted Landing Pages For SEO And PPC…
Quartix USA – IFTA Fuel Tax Reporting Landing Page
Quartix USA – ELD Electronic Logging Landing Page
Once we had these new landing pages in place we were able to expand our SEO and internet marketing to include targeted PPC Advertising in Google, Bing and Yahoo including awareness on Social Media and very specific industry related targeted SEO Link Building in the USA. As well Local SEO Link Building for the office in Chicago we were able to target industry related sites in the USA to build new links into our new landing pages to help build up the Page Authority and the overall Domain Authority in order to support our Organic Search growth across the United States.
PPC Advertising In The UK And The USA
When SEO Consultant Hampshire started working with Quartix Vehicle Tracking the PPC Advertising on Google, Bing and Yahoo was being outsourced to a separate PPC Consultant. As SEO Consultant Hampshire gradually worked with Quartix on growing their UK and USA websites for Organic Search traffic, Social Media awareness and overall Conversions we quickly saw that the PPC Advertising was massively under performing in terms of targeting all the available PPC Keywords, but we also noticed that the Conversion Rate on the PPC was very poor too.
Once SEO Consultant Hampshire had put in place the SEO Marketing Plans for the UK and USA websites and we had the Call To Actions and Conversion Tracking setup on the sites we were able to measure how all the PPC Adverts, PPC Keywords and PPC Conversions were performing from the existing budget. From taking over the PPC Advertising in both the UK and the USA SEO Consultant Hampshire was able to grow the PPC Advertising and the return from the budget by the following:
Quartix UK – 2015 vs 2016
- Total PPC Conversions Grew By 72%
- PPC Click Through Rate Grew By 95%
- PPC Cost Per Click Decreased By 25%
Quartix USA – 2015 vs 2016
- Total PPC Conversions Grew By 184%
- PPC Click Through Rate Grew By 55%
- PPC Cost Per Click Decreased By 28%
The optimisation of the PPC Campaigns on Google, Bing and Yahoo in both the UK and the USA for Quartix Vehicle Tracking was helped through testing existing and new landing pages on the websites including testing Call To Actions to help increase the Conversion Rate of the PPC traffic.
SEO Consultant Hampshire also used the SEO Marketing Plans to indentify new high traffic and niche traffic PPC Keywords for testing, along with testing new PPC adverts and PPC features such as Ad Extensions for example. Through ongoing optimisation of the websites, landing pages, call to actions and PPC campaigns SEO Consultant Hampshire was able to help Quartix Vehicle Tracking continue to grow their overall lead generation through both the UK and USA websites for the sales teams.
Lead Generation Software Tool
As part of supporting Quartix Vehicle Tracking in their overall website, traffic and lead generation development SEO Consultant Hampshire highly recommended the Lead Forensics Lead Generation Software Tool to the company in order support additional lead generation for the sales team.
Following a meeting one day with the management at Quartix Vehicle Tracking SEO Consultant Hampshire was asked how can we increase our existing lead generation from the website. Amongst many ideas which were already being processed in terms of growing the Organic Search traffic, PPC traffic and many other traffic sources SEO Consultant Hampshire recommended the B2B Lead Generation Tool.
The Lead Forensics Lead Generation Software helps to pick up IP Addresses of companies visiting your website, what pages they look at, how long they are on the site for, what traffic source they came from and whether they have converted or not.
The Lead Generation Software will supply the company name, company website address, the size of the company and telephone number data. Internal sales teams such as at Quartix Vehicle Tracking can then cross check this data with the internal database and make contact to hot leads who have shown interest on the website, but have not as yet converted helping to increase sales conversions before those contacts go to your competitors.
Following a Free Trial with Lead Forensics to capture data on prospects visiting the website and how many were not as yet customers Quartix Vehicle Tracking decided to roll out the Lead Generation Software Tool to all its B2B retail sites in the UK, USA and France as another way to increase its return from SEO, PPC and all digital internet marketing channels.
If you would like to increase your Search Engine and Social Media traffic along with improving your websites Conversion Rate and Lead Generation please Get In Touch With SEO Consultant Hampshire for an initial chat on what could be done to improve your automated marketing and sales growth.
About the Author
Adam Silveston is an SEO Consultant based in Hampshire. I provide Internet Marketing & SEO Consultancy Services to Hampshire based businesses. If you would like to get in touch with me please use the Contact Page or alternatively you can sign up to my SEO Newsletter for tips by email.