Bloom Media - a full service digital agency

Anglian Home Improvements digital strategy

The client

Anglian Home Improvements are well known for double glazing. With a turnover of around £300m, they manufacture and sell double glazed windows, conservatories, driveways and garage conversions to a consumer market. They are a major UK advertiser in a highly competitive sector.

Increase traffic; connect the brand to its audience in the digital space.

In a space where every lead is fiercely fought over, Anglian Home Improvements needed a digital agency to fight their corner both on Google and other major search engines. They were looking for top positions on terms such as 'conservatories' and 'double glazing'. A range of search engine ranking, traffic and revenue based targets for the website were set alongside softer KPI’s surrounding perception of the brand online. It was essential that the agency connected to their incentive led culture and were enthusiastic about a shared risk, shared reward based partnership.

Key challenges:

• To gain top rankings in search engines
• To ensure that independent online reviews didn’t present a distorted view of their service
• To open conversations with their target audiences using digital technology

SEO & Social Media campaign

Over 35% of clicks occur on the top 3 positions on Google. This meant our SEO campaign had to achieve one of the 3 top positions on the most competitive and popular search terms.

Our SEO campaign started with a review of the site design, content and structure, leading to a range of recommendations including redesign of the home page and optimisation of page copy. We also carried out an analysis of the inbound links to the Anglian Home Improvements website and their main competitors and carried out an extensive link building campaign to the site.

The brand was given a voice through the deployment of a blog, Facebook and Twitter profiles. A listening tool was set up that finds mentions on the brand online in twitter conversations etc and several members of the customer services team assigned to dealing with potential customer service issues in real time and in public.

The overall trend of positive or negative brand conversations is carefully monitored and acted upon almost instantly. First page results on Google for brand term searches are also carefully monitored.

A reporting dashboard was created pulling together ranking, traffic, lead, sale and revenue data to allow careful monitoring of the campaign progress at all levels in the organisation.

ROI in the hundreds of percent

• Organic traffic increased by 100%
• Campaign running at 1% cost of sale
• Brand term searches bring full page of positive results on Google
• 70% of target terms in top 3 on Google
• Blog receives over 2000 visits per month
• Over 100 customer service issues addressed through twitter in 3 months