A Case Study of an SEO Campaign

Frequently I am asked if running an SEO campaign that focuses on a particular region requires a different strategy. In many respects the campaigns are the same. There are just a few key areas you need to take into account. The strategy was SEO and Leicester was the target area with a time frame of three months. In fact we did it in two, and I'm about to tell you how.

1. By writing around the subject rather than simply hammering out keywords, we were able to develop huge relevance to the niche as a whole, allowing us to capture a great deal of long tail traffic.

2. In addition to this you must also consider Google Places. As your target niche is geographically focused, Google places is an absolute must. Very often it lists its results right at the top of the organic listings, providing you with great benefit but with a fraction of the effort required for to achieve those results for normal search engine optimisation.

3. The other major benefit here is the conversion rates. Because your campaign is targeting specifically those that are searching for a provider in Leicester, when they find exactly that they are considerably more likely to convert than if it was a more generic search.

The down side to all this of course is that the search volumes for Leicester, or whatever the region in question, are always going to be a tiny proportion of what they would be if you were casting the net wider. So that is the balance you need to weight up, highly qualified leads and less competition, versus lower search volume numbers. Whether or not this is a suitable strategy depends really on the product/service in question.