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 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.
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.