Positive Highlights
Organic Search Momentum:
- Organic sessions increased significantly in 2023, driven by the implementation of SEO content strategies, on-page optimisations, and targeted internal linking.
- The introduction of SEO-optimised content pages (notably around Asset Allocation and Portfolio Analysis) led to measurable improvements in both traffic and keyword visibility
- Insight-driven internal linking structures were established to reinforce authority flow across key content pillars.
Paid Search Success
- Although initiated in Q4, paid search campaigns rapidly gained traction, driving a notable uplift in website sessions.
- Optimisations such as negative keyword filtering, geographic exclusions, and domain placement control helped refine targeting, ensuring high-quality user acquisition from the start.
Improved Analytics and Lead Attribution
- Significant improvements in lead tracking allowed Zephyr to connect campaign performance with outcomes. Integration of UTM tracking into both CRM and Google Analytics enabled accurate identification of high-converting regions, keywords, and campaign types.
Problem/Challenges
Technical Site Health Issues
- Despite improvements, the site’s health stood at 77%, with several recurring issues such as duplicate content, duplicate title tags, 4XX errors, and missing image ALT attributes.
- New page additions inadvertently contributed to error proliferation, impacting the site’s overall technical performance.
Late Start for Paid Campaigns
- Paid media initiatives only began in the latter part of the year, limiting the full scope of learnings and lead time for optimisations.
Lead Tracking Complexity
- For much of the year, Zephyr struggled to properly capture lead source data, limiting the visibility of campaign ROI and complicating marketing decision-making.
Solution
Strategic SEO Enhancements
- A full digital landscape audit led to a structured SEO roadmap. Key content gaps were filled through the publication of targeted SEO pages, supported by an internal linking framework based on high-value insight categories.
Refined Paid Search Campaigns
- Through agile testing and optimisation within the first three weeks, Zephyr’s paid campaigns quickly honed in on relevant audiences. Negative keywords and geographic filters eliminated non-converting traffic, while placement exclusions improved display campaign precision.
CRM and Analytics Integration
- UTM tracking data was integrated directly into both the CRM and Google Analytics platforms. This made it possible to analyse performance at a granular level and draw actionable insights for future campaign planning.
Approach
- Month-by-Month Execution Plan: A 12-month roadmap for 2024 was developed, outlining monthly priorities such as SEO audits, ad optimisations, internal linking improvements, and content creation initiatives.
- Content Strategy: SEO content was created with a focus on strategic keywords. For 2024, high-volume targets such as “Asset Allocation” (5,400 volume, position 86) and “Portfolio Optimisation” (1,900 volume, position 99+) have been prioritised.
- Link Building and EEAT Focus: Backlinking to insight content was identified as a key strategy to improve authority and support Experience, Expertise, Authority, and Trust (EEAT) signals for better indexing and crawlability.
- Ad Type Experimentation: With access to improved audience data via GA4, remarketing and other ad formats are being explored for future testing.
- Audience Segmentation: Custom audiences are being developed based on conversion behaviours, allowing for smarter targeting across Google Ads and Display Networks.
Conclusion
2023 was a pivotal year for Zephyr, marked by strategic growth, operational refinement, and strong foundational improvements across both organic and paid digital channels. While challenges such as site health and late-stage campaign deployment posed hurdles, the outcomes reflect a successful year of optimisation and learning.
Looking ahead, 2024 is poised to build on this momentum, with a focus on technical SEO, deeper content strategies, and more robust audience segmentation. With a clear roadmap and a commitment to continuous improvement, Zephyr is well-positioned to achieve even greater digital success.