SEO drives consistent growth for Mersey Rod

A digital marketing campaign implemented by seoBusiness has helped Mersey Rod achieve consistent growth over two years while reducing its marketing spend.

Web development and digital marketing agency seoBusiness began working with the Liverpool-based drainage specialist in October 2020.

Prior to this, Mersey Rod’s digital marketing was based around online advertising, known as per-per-click (PPC). While PPC is effective at getting results, it can be vastly more expensive over the long term than alternatives such as search engine optimisation (SEO).

seoBusiness worked on Mersey Rod’s website to make it more appealing and give it more authority according to search engine algorithms. So when a potential customer used a search engine to find a company offering the types of services which Mersey Rod does, Mersey Rod was most likely to be the first result displayed.

With a majority of search engine users only ever clicking the first handful of results, and a very small proportion clicking through to the second page of results, a top position can make a dramatic difference to the level of a website’s number of visitors.

seoBusiness initially created a campaign based on 30 carefully selected keywords. This was immediately so successful that Mersey Rod increased the campaign to 80 keywords less than a year later, giving it a number one position for a wider variety of search terms.

But not only has the SEO campaign meant that Mersey Rod has been able to reduce its marketing spend, it’s also resulted in more enquiries on a more consistent basis.

Jamie Samuels, Mersey Rod director, explained: “Online advertising works like an auction – the highest bidder gets the advertising space. When we’re the highest bidder, we get a high level of enquiries. But when somebody outbids us, those enquiries disappear.

“SEO gives us the benefit of a long-term, sustained campaign. It’s smoothed out the peaks and the troughs of enquiries and allowed us to grow consistently over the two years.

“And it’s saved us a great deal of money compared with PPC advertising, too.”