A hugely impactful SEO project that boosted lead generation, organic web traffic, and keyword performance
We have supported Baton Systems with strategic communications consultancy for years, generating considerable media traction in the process. The Baton team then approached us with an ambition to elevate their marketing effectiveness through strategic SEO. The knowledge garnered from our relationship gave us a massive head-start, enhancing collaboration, streamlining ways of working, and strengthening our ability to achieve the project goals. We launched a campaign consisting of best-in-class SEO methodologies, detailed keyword strategies, technical and site speed optimizations, alongside dedicated website support – ensuring adherence to Google’s latest guidelines around UX and site structures.
The Challenge
The Baton Systems’ marketing team sought to transform and elevate the effectiveness of their website as a visibility and lead generation tool, capitalizing on the PR momentum and brand awareness Aspectus has delivered over recent years.
Our initial goal was to establish a comprehensive, high-impact SEO strategy that could significantly enhance keyword performance, traffic generation from Google, user engagement, and conversion rates. With some SEO groundwork in place, we then created a detailed roadmap which championed actionable guidance, alongside ad-hoc support, designed to achieve and understand growth across various trackable metrics.
Understanding the client and the industry landscape, as well as the ways in which its target audiences think, allowed us to forge a strategy for measurable improvements in SEO performance, providing the business with a platform for sustainable long-term growth.
Our Approach
Before kick-off, we made sure to align around our roadmap, collaborating closely on strategy. The first step was a review of existing files and research. This helped us boost the value of the preceding outputs. Our first deliverable was keyword research, culminating in a document that mapped key terms and semantic phrases to our target pages. We were on hand to support the implementation, ensuring terms were included in the right places and frequencies on the page.
We followed this with a meticulous technical SEO and site speed audit, leveraging multiple tools and methods to conduct a thorough analysis – with particular focus on redirect chains, website load times, and improvements to Core Web Vital scores. Following these audits, we produced an ‘order of play’, clearly outlining the identified issues and the order in which we planned to implement changes. Each item was actioned with accuracy and care, confirming implementation with further crawls and tests. Our approach to both the technical and site speed fixes targeted data wins and the improvement of real-time on-site user experience.
Following the completion of the audit and action phase, we provided extensive guidance and documentation covering critically important areas such as subfolder structuring and optimal internal linking practices. We also put forward UX improvements to the website, including element motion and optimal menu structure for content buckets like blogs and whitepapers.
Our proactive SEO support included detailed responses to ad-hoc requests, strategic troubleshooting, and tool-specific guidance for SEMrush, Screaming Frog, and GA4; becoming Baton’s dedicated SEO support team.
Results we’re proud of
36%
Increase in event count from organic search
115%
Increase in form submissions
220%
Increase in file downloads
All in the details
Extensive keyword research and implementation support
Helped us build a complete picture of Baton Systems’ online audience, what they searched for, how they found the brand, and what key terms would draw them to the website. Implementation support helped guide the Baton team, ensuring our terms were as impactful as possible. Our work here helped improve tracked keywords by +17 places on average and boosted visibility on Google by +4,000 impressions.
Technical optimizations and site speed improvements
Our technical and site speed optimizations helped make the site more Google and user-friendly, enhancing the overall experience, boosting page load speed, and improving Core Web Vital scores, with a knock-on positive effect to conversion, too. We focused not just on auditing, but on actions as well. This two-pronged approach had a substantial impact on how the website performed on Google, improving organic sessions by 16%, and new users from organic search by 12%.
Supported the sales team
Overall, our work with Baton Systems helped bring more qualified traffic to the website from Google. Once those users landed on the site, our improvements to the online experience and site speed helped strengthen their connection to the brand and ultimately boost conversion numbers across the board. This combined with Baton System’s publication of engaging white papers that featured landing pages incorporating the SEO best practices we had recommended, generated more qualified leads for the business. Our support, in the form of internal linking and subfolder structuring guides, will future proof the website, ensuring the brand can continue to grow and convert effectively in a turbulent and competitive online environment.
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