POLARIS Agency
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Increasing
Global Reach
Through SEO

Objective

Helping the Medical and Healthcare Industry Keep Patients and Staff Safe with Kingsway Group USA

POLARIS, an SEO agency based in London with a global reach, partnered with Kingsway Group in both the UK and USA to increase rankings and leads into the business and ultimately increase the value of the Kingsway Group client base.

At the core of this was differentiating offering between UK and US, with a key focus on US growth.

After initial discussions with the client it was noted that different markets, laws and industries required us to utilise SEO strategies that differed in each country. This included keyword strategy, target buyers and legislation around the healthcare industry.

As a result, the two SEO strategies would run in tandem in terms of technical SEO and be split for onsite and offsite targeting.

Along with this, there was a need to improve the ability to control lead generation within the business and better manage the sales funnel. For this, we put in place additional data capture options which allowed the client to follow up on leads and target specific buyers for the correct products moving forward.

What We Did

Driving Traffic, Leads and Exposure for Kingsway Group

Using search data and trends we identified the most valuable products and markets in each country targeted and split optimisation of the website to work from the most valuable first. This optimisation included local dialect optimisation, city and state level geo-targeting and competitor analysis per region.

By reverse engineering our competitors at a product and city level, we were able to target specific, targeted, buying traffic at each stage of the sales funnel.

To increase exposure of Kingsway Group in the US and in the UK we worked to identify the most valuable linking partners from an industry perspective - again at a city and product level. By utilising local area links we were able to acheive our SEO goals and improve the performance of the business dramatically.

From this we worked with Kingsway Group to utilise event and profile listings, including best placement of anchor texts and balancing link types.

Content was then expanded at a US level to ensure longtail terms and core points in the sales funnel, dependent on buyer, were covered. To do this, we split the market by number of beds in each state and prioritised optimisation based on value - allowing us again to increase growth quicker in more valuable areas.

Performance

245%

Increase in Product Downloads

First stage contact with the business is through product downloads. Kingsway Group hit record numbers monthly.

314%

Increase in Organic Traffic

Across both regions organic traffic continues to increase on a monthly basis

154%

Increase in Page 1 Ranks

Targeted keywords are all on page one - with 85% in the top 3 positions

From our client

"Polaris worked to identify where our leads were coming from and how to improve them. In the UK and US we achieved record numbers of leads every month and increased our conversion rate massively. They were open and clear about the work being carried out and weren't scared to tell us when changes needed to be made to our website. "

Julian Hall, Kingsway Group

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