SEO case study competing for top #1 rankings when a brand name has competitors with closely related brand names.
When I joined the account there had been the loss of the precious top ranking for the key brand term "spitalfields market' to competitor 'old spitalfields market'. To make matters all the more challenging there is another competitor named 'new spitalfields market' and all 3 different markets are located in London, UK.
The challenge was to improve the Spitalfields Market brand's online presence and overtake top organic search positioning for branded terms.
The route to success involved an all-rounded digital marketing approach. It required aligning onsite content, social media, paid search and digital PR messaging to the brand story along with the recent rebranding and fresh media assets. By upkeeping technical SEO aspects of the site, the good foundational SEO elements ensured that the site would comply with search engine guidance and best practice - increasing the chances for being put forward to Search users. Considering pagespeed health, which hadn't been thoroughly done before, also improved UX onsite which is incredibly important for user engagement. Auditing the digital marketing channels including paid Google Search, social media accounts and backlinks uncovered mixed branding and messaging that required reworking. Exploration and competitor analysis proved to uncover new opportunities for boosting the local SEO. Backlink building was done on select local directories and business profile platforms. This fed into the local SEO strategy including optimisation of the Google Maps/Google My Business (now called Google Business Profile) and the creation of a Time Out listing.
An issue that seemed to work against most efforts was misinformation about the distinct Spitalfields Market vs Old Spitalfields Market vs New Spitalfields Market. The most reputable publisher, Wikipedia, was on the list of misinforming the public at the time. It was a long process to revise the Old Spitalfields Market wikipage and create a Spitalfields Market wiki, then finally hyperlink critical info between both pages.
To increase branding reach in the public eye, PR efforts included a campaign with popular local media publisher Time Out.
My cross-functional efforts have had lasting results and I would highlight that it wouldn't be so without those who have worked with me and afterwards:
