Background
Lloyds of London serves as a meeting place where multiple financial backers , individuals or corporations, come together to pool and spread risk. in the reinsurance market. Lloyds came to GoldLadder with some very specific goals in mind but unlike our other clients Lloyds are not a company and do not sell goods or have any services to promote so measuring the performance was going to be difficult.
Objectives
Our objective was to bring as many targetted visitors to the lloyds.com website as possible and not just to be seen but to be remembered as a useful online resource. We were to increase on site visitor time and allow maximum exposure of the whole website (all 2000+ pages of it!) to search engines and directories around the globe. Due to the structure, security and size of their website we would not be able to modify code directly using FTP access so a series of reports would be provided at a rate their webmaster could handle.
Pre Campaign Analysis
We started by putting together a long term plan, initially with a loaded PPC campaign to get immediate traffic and moving over to a more focussed SEO campaign within 3-4 months. We measured the lloyds.com website performance before starting and found that their coverage was far and wide but they had many rankings outside the top 10 listings (mainly page 2 or 3). We then looked at how we were going to measure the success of the campaign and decided that we would use a combination of their visitor site stats, our ranking reports and the Google webmaster tools, this would give us a good indication of how much additional quality traffic we were bringing to the website.
Results
The results from the campaign were measured after a 6 month period and we were pleased to find that despite some of the webpages being moved/deleted the number of top 10 results rose from 3778 to 8812 a fantastic 133% increase. We also observed a reduction in bounce rates (when a visitor only visits one page) and an increase in visitor 'on site' time. Other benefits came in the form of a better website as during the optimisation process a number of website issues were noticed and addressed, so the overall user experience is much improved.
The Future
Things have continued to improve as we move into the third year of working with Lloyds. The Lloyds website continues to grow and with that comes more SEO work. We have already cut back slightly with the PPC however Lloyds have found that with both the SEO and PPC campaigns running side by side it gives them the maximum exposure that they are looking for and their visitor numbers are ever increasing which fits nicely with their business model.
