Verita Consultancy Ltd
Verita is an independent management consultancy comprised of a small core team and an extensive network of associates, including senior associates, QCs and lawyers.
All our work is aimed at helping organisations and the people they employ to perform more effectively in the workplace.
This may be by providing insight into an adverse event, helping improve important organisational systems or equipping a team with knowledge and skills.
Brand and Niche Awareness Case Study
- Raise brand awareness to become a market leader within their niche of “root cause analysis” and “investigations consultancy”
- Optimise both on-page and off-page content
- Establish brand authority with the use of EAT
A Closer Look At The Case Study Site
Period undertaken: Feb 2018 to May 2020
- Research and Strategy Planning
- On-page and Off-page SEO
- Content Optimisation
- Strategy and planning online activities
The Biggest Challenges We Had to Overcome
The primary challenge faced was increasing brand awareness around specific keywords and niches to firmly establish the brand as a market leader.
This involved a multi-faceted approach, focusing on both on-page and off-page assets, with a particular emphasis on Expertise, Authoritativeness, and Trustworthiness (E-A-T).
On-Page Optimization: The creation of content rich in targeted keywords was essential. However, the difficulty lay in ensuring this content was also deep, informative, and reflective of genuine expertise. Producing comprehensive, audience-resonating resources that positioned the brand as a thought leader presented a significant challenge when two seed keywords where targeted as the main goals for page one dominance.
Building Off-Page Authority: Another major hurdle was enhancing the website’s authority through a robust backlink profile from reputable sources. This necessitated engaging in guest blogging, collaborations, and digital PR – activities that not only improved search engine rankings but also widened audience exposure.
Consistency in Messaging: Maintaining a coherent brand message across various platforms was crucial. This consistency in messaging was vital in reinforcing the brand’s identity and making it synonymous with the targeted niches.
Adapting to SEO Changes: Keeping up with the dynamic nature of SEO posed a challenge. Regular updates to content and SEO strategies were required to stay relevant and visible in the ever-evolving market landscape.
Our Plan of Attack
To address the brand challenges in the past, a step-by-step approach was developed, focusing on raising brand awareness, optimizing content, and establishing brand authority, particularly within the niche of “root cause analysis” and “investigations consultancy.”
Step One - Raising Brand Awareness
Research and Identify Target Audience: Initially, the brand conducted thorough research to identify the target audience interested in “root cause analysis” and “investigations consultancy.” This involved understanding their needs, challenges, and the platforms they frequented.
Develop Tailored Content: Based on the research, the brand created content specifically tailored to the interests and needs of the target audience. This included blog posts, whitepapers, and case studies that delved deep into various aspects of “root cause analysis.”
Leverage Social Media and Forums: The brand actively engaged in social media platforms and forums where discussions about “root cause analysis” were prevalent. This engagement involved sharing insights, answering questions, and participating in discussions to enhance visibility.
Collaborate with Industry Experts: Collaborations with industry experts and influencers in the field of “root cause analysis” were pursued. This helped in sharing expertise and increasing the brand’s reach to a broader audience.
Step Two - Optimising On-Page and Off-Page Content
Keyword Optimization: The brand strategically included relevant keywords related to “root cause analysis” and “investigations consultancy” in its website content, ensuring both visibility and relevance in search engine results.
Quality Content Creation: Emphasis was placed on creating high-quality, informative, and engaging content that addressed the various facets of “root cause analysis.”
Backlink Strategy: The brand developed a backlink strategy, acquiring links from reputable sources within the industry. This involved guest blogging, partnerships, and digital PR campaigns.
Regular Content Updates: To maintain relevance, the brand regularly updated its content, aligning with the latest industry trends and search engine algorithms.
Step Three - Establishing Brand Authority with the Use of E-A-T
Showcasing Expertise: The brand showcased its expertise in “root cause analysis” through detailed articles, whitepapers, and case studies. This content was authored by experts in the field, lending credibility and depth to the information presented.
Building Trust: To build trust, the brand ensured that all content was well-researched, fact-checked, and provided value to the readers. Testimonials, certifications, and endorsements from industry leaders were prominently displayed.
Enhancing Authoritativeness: The brand actively sought opportunities to contribute to authoritative industry publications and participate in relevant conferences and seminars, positioning itself as a thought leader in “root cause analysis.”
Engaging with the Community: Regular engagement with the community through webinars, Q&A sessions, and interactive content helped in building a loyal following and establishing the brand as a trusted authority in its niche.
Analysing the Results
The case study demonstrated phenomenal success in digital marketing undertaken by our team, as evidenced by a staggering 953% increase in organic traffic and significant boosts in backlinks and referring domains. Key factors that contributed to these remarkable outcomesare detailed below.
953% Increase in Organic Traffic:
Targeted Content Strategy: The primary driver behind the surge in organic traffic was the implementation of a targeted content strategy. Focused content on “root cause analysis” and “investigations consultancy” resonated deeply with the intended audience. This relevance resulted in higher search rankings and a dramatic increase in organic visits.
SEO Optimization: The meticulous optimization of on-page elements, including the strategic use of keywords, meta tags, and quality content, played a crucial role. This optimization ensured that the content ranked highly for relevant search queries.
User Engagement and Retention: Enhanced user experience and valuable content led to increased engagement and longer visit durations. This not only improved the site’s search engine ranking but also amplified organic traffic.
207% Increase in Backlinks and 46% Increase in Referring Domains:
Quality and Authority of Content: The authoritative and in-depth content published on the site attracted high-quality backlinks from reputable sources within the industry. This not only improved the site’s domain authority but also its visibility and credibility.
Effective Outreach and Collaboration: Strategic collaborations and outreach efforts resulted in an expanded backlink profile. Guest posts, partnerships, and participation in industry discussions contributed significantly to this increase.
Digital PR and Networking: Utilization of digital PR and networking with influencers and industry leaders led to more mentions and links from diverse domains, thus broadening the website’s backlink portfolio.
Page One Rankings for “Root Cause Analysis” and “Investigations Consultancy”:
Focused Keyword Strategy: The effective targeting of seed keywords “root cause analysis” and “investigations consultancy” was pivotal. The content was carefully crafted around these keywords, making it highly relevant and valuable for users searching for these terms.
Continuous SEO Efforts: Regular updates to the content and SEO strategies in response to evolving algorithms helped maintain top rankings for these keywords.
Building Brand Authority: Establishing the brand as a thought leader in its niche contributed to its strong presence in search results, especially for the targeted keywords.
The strategic approach, combining targeted content creation, SEO optimization, and effective outreach, resulted in an extraordinary 953% increase in organic traffic. This was complemented by a 207% increase in backlinks and a 46% increase in referring domains, showcasing the brand’s burgeoning authority and relevance in its field.
Moreover, achieving page one rankings for key seed keywords solidified the brand’s position as a market leader. The results underscored the efficacy of a comprehensive and well-executed digital marketing strategy, underlining the importance of quality content, SEO, and community engagement in driving significant improvements in online visibility and brand recognition.