Maximising market presence and brand protection

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

The brief

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.

The solution

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.

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.

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.

"“From day one, IDHL 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, Withersworldwide