Riverbank IT – Increasing organic leads despite change of focus

Bringing it home:

How we increased Riverbank IT Management’s organic leads and traffic despite removing their London focus to just target Oxfordshire.

Increase in year-on-year organic traffic

Increase in rankings between position 1-3

Increase in local terms ranking in position 1

”We’ve worked with Common Ground for years and they’ve always delivered exceptional results. When we made the business decision to stop servicing London and put our whole focus on Oxfordshire they were on-board straight away — more than happy to adjust their approach and fully support us.
Managing Director - Riverbank IT

The brief

Riverbank IT Management briefed us after they stopped servicing London, wanting to shift their focus to a more local market — targeting businesses in and around Oxford.

We were tasked with increasing organic traffic by 20% and ranking in the top three positions for at least three of our focus queries every month whilst removing any London focus from the website and simultaneously building visibility for Oxford-based search queries.

Alongside this, we also needed to maintain 10 or more leads per month coming through from Organic search.

The challenge

Not only did the shift of focus from London to Oxford create a juicy challenge for us to work with, but we were also working with a website in a very dense market with stiff competition.

The results

Despite our change in focus from London to Oxford, we smashed our 20% organic growth target and achieved a 42.36% increase in organic traffic (year-on-year).

We also increased the number of queries in our target list for which Riverbank IT Management ranked in the top three positions by 35%. This included a 20% increase in local terms which ranked in the first organic position.

Most importantly, we didn’t just maintain the number of quality leads coming through from Organic search, we achieved an average conversion rate three times that of our baseline goal, driving hundreds of potential local clients through to Riverbank IT Management’s marketing team.

”Without Common Ground’s support, our shift in focus would have been a far more difficult process as we rely on search for a lot of our lead gen.

We’d have been happy if we maintained the same number of leads as when we serviced both locations, but the fact that we’ve seen a growth in leads is beyond what we’d expected. We’re chuffed.
Managing Director - Riverbank IT