Star internet appointed MediaVision to promote their website, Star.net.uk in October 2007, a move that has improved their visibility in natural search exponentially, and enabled them to achieve success across a wide range of key services from "managed exchange" to "Business ISP". MediaVision also achieved significant success for Star with their partner programme promotion. Overall the solution continues to grow and increase the relevant organic traffic month on month.
Given the overall success, it is often easy to miss the smaller success stories within the campaign. In this case, the smaller success story is MPLS.
MPLS is a key service to Star, as a single converted lead could generate hundreds of thousands of pounds per annum. It is clearly a key area for promotion within organic search. Star tasked MediaVision with the promotion of MPLS within organic search, and the success of the strategy is nothing short of astounding.
The graph below shows the MPLS-related traffic achieved since MediaVision focussed on the campaign in February 2008. The 815% increase is staggering, but the true value of the campaign lies in analysing what the searchers did after landing on the star website.
Increase in MPLS related traffic from Organic search
The conversion rate from the traffic was 1%. This may sound low, but when compared to the site average of 0.04%, it becomes clear that it indicates a considerable achievement. The results were achieved by tweaking the marketing content around the offering and balancing the SEO needs with the more important marketing message.
Results of the organic search campaign include:
1. A per visit goal value of £226.73
2. ROI achieved a staggering 3300%
Paid search comparison
Over the same period a paid search campaign, which MediaVision did not manage, was conducted on the same MPLS phrases.
The comparison is even more stark than usual:
1. The conversion rate was a tenth of the organic search
2. The per visit goal value was only £20.33, 10% of the SEO campaign
3. ROI was a mere 300%
Why such a stark difference in conversion rate?
Trust, Google is the number 1 brand in the UK and in a technical market; this trust factor is even more pronounced. Trust is a crucial factor and by listing at the top of organic for the relevant phrases, that trust is transferred through to the website.
Star achieved 10 times the conversion rate in organic search than they did for paid search. Same content, same landing page, but a very different result.
MediaVsion once again demonstrates the power of SEO.