After having worked with Flagship on designing and developing their new website (see our previous case study for a breakdown of this process), Flagship came to us seeking a marketing partner to elevate their current brand positioning. Even though Flagship Partners is an established business in the transport and logistics training sector, they sought to enhance their online visibility and reach for their main services, particularly their Transport Manager CPC courses.
The Challenge
Despite their established market position, Flagship’s organic search presence was underperforming, with competitors dominating search engine results for key terms related to their services. This lack of visibility was limiting their ability to reach new customers, particularly in specific geographical regions they had identified as strategic for growth. Flagship required a robust, long-term organic search strategy to ensure they could compete effectively in these areas.
In addition to this, Flagship had not yet fully capitalised on the potential of paid search advertising. They needed a highly targeted Google Search Ads strategy to complement their organic efforts and deliver immediate visibility to prospective clients actively searching for their services. The goal was to drive conversions and maximise their return on ad spend while ensuring they remained competitive in key locations.
The Solution
To address this these needs, we developed a comprehensive two-pronged strategy focusing on both organic SEO and paid Google Search Ads.
Organic SEO Strategy
- Developed a monthly organic SEO plan to increase visibility for Flagship’s services, particularly Transport Manager CPC courses.
- Implemented a “They Ask, You Answer” approach to content creation, addressing common customer questions and positioning Flagship as industry experts.
- Created location-specific “hidden pages” to target key areas such as Corby, Wellingborough, Spalding, Huntingdon, and Milton Keynes.
- Optimised existing content, including SEO titles and meta descriptions, to align with relevant keywords and Google’s algorithm updates.
- Produced regular informative blog posts tailored to Flagship’s target audience.
Google Ads Search Campaigns
- Created various search campaigns targeting Transport Manager CPC, Driver CPC, and First Aid Training to begin with, which will grow with time.
- Implemented a strategic approach to complement the organic SEO efforts, running ads in locations where organic rankings were not yet strong.
- Continuously monitored and optimised campaigns to maximise ROI.
The project was structured as a 12-month engagement, recognising that organic SEO results typically take 6-12 months to materialise fully. Key implementation steps included:
Results
While specific KPIs and results were not provided in the quotation, the expected outcomes of this strategy so far have included the following:
- Significant improvement in organic search rankings for Transport Manager CPC courses and other key services.
- Increased targeted traffic from Google Ads campaigns to optimised landing pages to continue a user journey through the site.
- Enhanced online visibility in specific geographic areas of interest to Flagship.
- Strengthened perception of Flagship as industry experts through informative content.
- A gradual reduction in PPC costs as organic rankings improved over time.
Conclusion
By combining a robust organic SEO strategy with targeted Google Ads campaigns, Geek provided Flagship with a comprehensive digital marketing solution. This approach allowed for immediate visibility through PPC while building a long-term organic search presence, ultimately aiming to establish Flagship as a prominent online resource for transport and logistics training services.
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