Worker safety experts dominate commercial rankings

European Search Awards-nominated campaign for Core Product

Company overview

British Safety Council offer industry-standard and exclusive consultancy services and certifications. For the thousands of companies around the world who are members of British Safety Council, the organisation is considered the gold standard for excellence in health and safety.

The campaign objective was to increase the visibility of British Safety Council in the search spaces relevant to their core product categories and capture new audiences.

The strategy was to dominate search

The primary aim was to dominate rankings for commercial and non-commercial terms relevant to online revenue streams. In doing so, we would not only increase the total number of organic search visitors to the site but the percentage of new users through the channel.

We started with focusing on search rankings for core training products that could be purchased online, specifically the courses associated with NEBOSH and IOSH, and the company’s proprietary mental health courses. We looked at optimising new and existing category and product pages associated with the relevant terms, whilst creating new pages to capture long-tail queries in the relevant commercial keyword groups.

Another area of focus was improving the success of core product pages by initiating long-term publishing calendar of cornerstone content to rank for high-volume terms that would attract new visitors through informational terms. This had the added benefit of affirming brand authority for those familiar with the British Safety Council.

Using data to inform content and activites

We undertook a series of deep dive technical audits and insight analysis. This allowed us to successfully frame the extent of the opportunity for topics and keywords on-site but also the obstacles to achieving traffic- driving positions in competitive search spaces.

With the situational analysis and relevant keyword groups completed, we worked in partnership with the Britsafe to implement recommendations. Link- building activity was also initiated to boost the ranking potential of the core product pages.

Britsafe new landing pages
British Safety Council

50%

YOY increase in eCommerce revenue

30%

YOY increase in organic sessions

513%

Increase of pages targeted by mental health keyword optimisation.

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Norwich

47-49 Colegate
Norwich
NR3 1DD
+44(0)1603 878240

London

199 Bishopsgate
London
EC2M 3TY
+44(0)20 3198 9412

Cambridge

Milton Hall
Ely Road, Cambridge
CB24 6WZ
+44(0)1223 786968