Trusted advisor to people and business, Withersworldwide are the go-to global expert for complex legal requirements. Working with Ingenuity Digital on an international scale, we’re proud to be their chosen partner, supporting their business with digital tactics that increase their online presence.

Operating within a traditional, legislation heavy market, knowing how to apply digital tactics can be a challenge. With extensive, cross-sector and international search marketing experience, we’re well-positioned to support Withers’ across the UK, US and Singapore with the expertise to maximise their performance and protect their brand online.

Results
117%

increase in organic traffic YOY

75.7%

of total traffic is organic

136%

increase in organic new users

90%

YOY increase in UK organic traffic

105%

YOY increase in Singapore organic traffic

33%

YOY increase in US organic traffic

DA 46

improved from DA 42 in just 12 months

1.5K

Unique Linking Domains

objectives

  • Enhance Withers market presence within the UK, US and more recently Singapore territories

  • Brand protection within their highly competitive market

What we did

  • Technical Audit

    Starting with a thorough technical audit, numerous technical issues were identified that needed to be resolved in order to build a strong campaign foundation, these included:

    – Unusual geo–location targeting
    – Restructuring of international pages to able ranking for three locations
    – Reduction of 404 errors
    – Management of rising server errors
    – Mobile site speed enhancements to increase score
    – Resolution of hreflang tags with errors

    Methods to make existing URLs work harder for all locations were explored with recommendations made.

  • Keyword Optimisation

    An extensive keyword research project pulled out top traffic driving variants in each territory, revealing huge location differences. Expanding the keyword list, new target terms were added, and on-page content was scrutinised in line with the extended keyword list.

    Optimisation ‘gaps’ holding the most opportunity were identified, allowing individual URLs to be targeted for more keyword variants.

    Page content for all locations with homogenised, carefully balancing the ambition to increase page visibility and on-page optimisation implemented for top traffic terms in all regions taking UX considerations into account.

  • PPC Execution

    Limited investment was made into PPC for the UK market only due to the competitiveness of keywords and expansive nature of search terms.

    The paid activity offers brand protection, weighted more heavily on branded rather than generic terms. Localised paid activity for the London area across select generic terms was implemented to leverage Withers established presence within the Capital.

Don't just take our word for it

“From day one, Ingenuity Digital have provided unparalleled support. Their attention to detail and willingness to go that extra mile is why we regard them as an extension of our team. The SEO and PPC teams are experts and their expertise is reflected in the results that they deliver”

Claire O'Connor Digital Marketing Manager