Ben is a charity dedicated to supporting the people of the automotive industry. They provide support for life for people who work, or have worked, in the industry and their families.
They support people with their health and wellbeing, including physical health, mental health and general well-being.
Reaching a niche audience through organic search
Ben had a fabulous new website created for them.
They then wanted to improve their visibility on Google search results. This meant addressing the impact on their SEO rankings caused by the new website.
They also wanted to create new, useful content to reach new audiences and bring more people to the website. They especially wanted to reach people who both qualify for their help (by working or having worked for the automotive industry) and need their help right now.
But there was a snag – most people don’t include their job title in keywords when they search for help online.
This means the biggest challenge for Ben is being able to work with the search terms people in the automotive industry would use in the real world.
So they asked our help to find the search terms that would bring the right people to them.
Our SEO audit covered all bases
We carried out a full site-wide audit to identify where they could improve their SEO.
We combined the results with what we had learned through working with our other SEO clients to identify various issues with Ben’s SEO.
Our audit included:
- A full technical audit
- Google Search Console audit
- an on-page content audit.
- Bing Webmaster Tools audit.
We created a detailed SEO plan
We came up with a series of outputs that would move things forward for Ben:
We created a technical update list, complete with prioritisation. This allowed Ben to focus on the big opportunities early on and make those fixes fast.
We also provided a content plan of the kinds of topics and themes that would reach the right audiences. This allowed them to plan content that would truly resonate.
Then we combined it all into a detailed plan for the team at Ben to work through alongside their other work.
Ben has already seen improved rankings for keywords. That’s increased the quality of the traffic to the website, which ultimately means more people can get the help they need.
“I couldn’t wish for a nicer bunch of people to work with,” said Leila Moss-Kelly, Communications Lead at Ben. “The fact they all know so much and are willing to give so much in time and knowledge, speaks volumes for the agency.”
“It was always a pleasure on our reporting calls with the Platypus team, and we always saw the benefits!”
