577%
Organic Traffic
350%
Enquiries
642%
Blog Visits
Matt Batterham

I have been lucky enough to work closely with the team at Morgan Clark for close to five years now, and the results we have achieved during this time have been remarkable.

Operating in a highly competitive and somewhat misunderstood industry is never easy, but by implementing a creative, content-led strategy that focuses primarily on the needs of users, we have increased visibility and brand awareness significantly, giving Morgan Clark the wider audience it deserves.

Matt Batterham
Account Director

The Challenge

Morgan Clark approached Browser Media in 2014 having grown frustrated with a lack of organic growth and underwhelming website performance more generally. In order to reverse this trend, we had to overcome two major challenges. Firstly, very few people understood the industry or were aware of the services offered by Morgan Clark, and consequently, search volumes for target keywords were very low. Secondly, the nature of the business meant that demand was influenced heavily by a number of external factors, namely, the weather.

It quickly became apparent that in order to attract more visitors to the website, we would not only have to find and educate new audiences, we’d also have to develop a strategy that delivered results during typically quieter periods.

Our Approach

Following a technical audit of the website and a refresh of its main landing pages, we implemented a content strategy that was designed to attract and educate prospective clients. What’s more, to ensure year-round results, it was important to create both seasonal and evergreen content that would attract visitors consistently.

How we achieved it:

  • In-depth keyword research was undertaken to identify relevant search terms and potential content themes
  • Investigative research into the issues faced by target audiences, including social media and forum monitoring
  • Writing guest articles for relevant consumer & B2B publications, with the intention of introducing the brand to a wider audience, whilst also obtaining valuable backlinks to help ensure long-term SEO success
  • Developed a blog strategy built primarily around long-tail keyword searches, e.g. providing answers to very specific industry or service related questions, aimed at attracting new, curious users
  • Published long-form content and ‘how to’ guides that served as both organic landing pages and link building collateral
  • Created content optimised specifically for featured snippet (‘position zero’) search results
    Worked closely with Morgan Clark’s UX team to ensure that all content pages were both search and conversion-friendly

Results

Since 2014, organic website visits have grown from a few hundred per month to several thousand, and crucially, enquiries have increased too.

2014 vs 2018 growth:

  • Organic traffic up 577%
  • Enquiries up 350%
  • Blog visits up 642%
  • Avg time on page up approx 2 minutes

This growth can be attributed mainly to the fact that Morgan Clark is now more visible in search results for both its core target search terms and a diverse range of long-tail alternatives. By creating content that puts the user first, we have not only improved website visibility, we’ve also helped build brand authority and trust, which in turn is helping to drive more conversions.

Related Services:

I have managed Morgan Clark’s marketing team for well over ten years now and in that time we have had some frustrating agency relationships. With Browser Media it is different. Matt and Ashleigh are very much part of my team, the ideas they come up with, and their enthusiasm for our business makes my job so much easier. I look forward to our chats and meetings as I know we will be considering ideas that will push us that bit further.

I wouldn’t even consider using an agency that was not run the way Browser Media is – big enough to have the intimate industry knowledge needed to make a difference, but small enough to service clients personally and develop a long-term working relationship.

Lindsey Knuckey (Marketing Manager, Morgan Clark)