Campaign Overview:

Phil Webb Photography, the client, is an award-winning wedding photographer in Cotswold, Cheltenham. Awarded by The Society of Wedding & Portrait Photographers (SWPP) for the benchmark quality of work, the client is renowned for his high creativity and presentation through precise execution and presentation. Capturing unscripted wedding moments to sheer perfection, his clients love the passion and dedication for work.

Challenges:

However, though a highly talented and renowned photographer, our client suffered from poor rank in organic search. As a result, decreased online visibility was one of the major concerns which failed to drive enough website traffic. Additionally, they encountered problems regarding receiving calls and inquiries. It significantly affected their business as they could not sell their services to their target market in the UK. Consequently, there was a lack of lead generation and conversions.

They approached Black Marlin Technologies to enhance their website’s organic search rankings and attract more traffic. The client also wanted to improve online visibility to earn trust and convert potential leads into clients. So, our digital marketing professionals conducted a website audit and came across the following issues:

• Inadequate Content– The website had minimal content, and neither was optimized properly. As a result, the website could not perform well in the organic search.
• Poor Website Structure– Internal linking in the website was very poor which highly affected the engagement rate. Though there were visitors, the website could not propel them to become paying consumers.
• Meta Tags and H1 Tags Issues– Our experts found that the meta tags and H1 tags did not have target keywords. Hence, it couldn’t attract the target audience and failed to generate potential leads.

Thus, on-page and off-page optimization were our primary focus. Additionally, we are required to work on content promotion.

Solution:

Our client, Phil Webb Photography, encountered issues regarding search ranking, visibility, and traffic drive. So, the SEO experts at Black Marlin Technologies emphasized optimizing the on-page and off-page elements of the website to enhance crawlability, indexability, and visibility. Here is how we employed a customized strategy for improved performance:

● On-Page Optimization

We performed keyword research and created content using relevant and high-search volume keywords. Our specialists ensured the optimization of the meta tags and H1 tags for increased crawlability and indexability.

● Off-Page Optimization

Since the website couldn’t attract referral traffic, we focused on promoting content on social media and link building. It assured enhanced domain authority to drive qualified leads.

● Technical SEO

User experience is one of the pivotal factors affecting SERP ranking and conversions. Hence, our SEO strategists optimized the technical components of the website, like mobile responsiveness, multi-device compatibility, navigation, and page speed.

● Link Building

Establishing credibility and expertise is the only way to acquire domain authority. Link building is the most effective strategy to get high-quality backlinks from sites with impressive domain authority. Therefore, we strengthened the backlink structure through link building so that the website received potential leads.

● Content Marketing

Photography is a creative industry where audiences love to read about various wedding scenes, experiences, etc. Thus, our content writers promoted relevant, valuable, and creative content across various platforms to attract and engage audiences.

The Result:

Google Analytics Report

Google Webmaster Tool Report

Google Rankings Report