_ SEO Case Study
Accordwest
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_ The Challenge
Accordwest is a South West human services provider supporting those experiencing hardship and disadvantage to live the life they choose to live. Delivering a comprehensive range of wraparound supports across Homelessness Services, Families and Children, Reintegration and Rehabilitation and Emergency Relief, using policy wording to explain services did little to help clients understand how Accordwest is there for them. As a longstanding client of our sister brand strategy agency (inkling), Accordwest reached out to Inkjam to improve their website making it more user-friendly, and for ongoing SEO support for online visibility.
_ Our Approach
Activating a customer-centric approach is an organisational mindset change requiring businesses to look at themselves the way customers do (and not the way a business thinks about itself). Inkjam guided key Accordwest stakeholders, broadening their digital marketing knowledge to correctly understand focus points necessary for project success. Being customer-centric demands an outside-in, refreshed way of thinking; after all, customers come seeking what they need, on their terms, not ours. In the case of Accordwest, value lay in understanding what people use as search phrases.
Inkjam conducted an Information Audit involving 2 foundational pieces:
1/ upon full site mapping, conduct extensive sector and service-line keyword research so new service delivery page copywriting included relevant, high-volume search phrases with a twin benefit of assisting future website SEO optimisation efforts
2/ deliver a customer focused on-page experience by consciously integrating the latest insights into how people behave online as they scroll and speed read seeking out high-value content relevant to them.
_ The Results
The updated Accordwest website received strong internal support, delivering team members newfound confidence the website meets what their customers need, when they need it. By re-organising, streamlining and updating service names, a more succinct and easily navigated menu structure was implemented making it quicker and easier for clients to get to what they need. Web users also now benefit from a re-imagined on-page experience; people are now greeted with concise service summaries at the top of each page, and a new benefit-led approach to content creation and copywriting. This benefit-led mindset means clients more quickly understand what success looks like for them. Inkjam SEO services have delivered impressive improvements in search visibility. Now 58% of tracked service keywords are on page one (up from just 21%), 46% are in the top 5 (up from 15%) with 17% of pages ranked number one (up from just 2%). Successive Google updates have also validated our benefit led content writing approach, rewarding the new Accordwest site with consistent upward ranking movement. Increased efforts generating better on-page content means Google can deliver more tailored search results with meaningful answers to client questions. And this is a win-win for everyone.
Average Keyword Position 57 → 23
% of Keywords on the first page
21% → 58%
% of Keywords in the top 5 results
15% - 46%
% of Keywords in the #1 result
2% → 17%
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