2012 IAB Awards | Organic Search Marketing Winner
Mission Migration
Agency: FirstClick Consulting
Client: CMC Markets
Strategy
CMC Markets faced some considerable challenges: search market share was significantly lower than true market share and their website was inherently flawed for search. CMC needed to increase short-term traffic, and maintain this when the new site launched.
Tactics
FirstClick conducted a comprehensive SEO audit of the old website to identify areas of opportunity within the content, code and links. Quick wins with maximum SEO impact and minimal development time were implemented to increase organic traffic in the short-term.
To retain benefits of the quick-win tactics identified in the audit, FirstClick also developed a robust migration strategy and SEO best-practise guidelines for the new website. To address the challenge of being so niche, they developed a long-tail keyword strategy as well as conducted workshops for CMC’s marketing team to embed best practices into the organisation, empowering them to produce SEO optimised content effectively.
Results
The results from May 2011 to March 2012, including the re-launch of the new website and accompanying migration strategy include: Non-branded traffic increased by 256%, Organic traffic increased by 301%, Organic bounce rate reduced by 48%, Competitor benchmark position #1 achieved, with a gap of 40% to the nearest competitor.
