TRT

Search Engine Optimisation

To improve their organic rankings, we first focused on the SEO foundations of their two websites. They had recently launched two large new sites, one for each country, and these needed substantial SEO work to achieve good organic rankings.

As an example of one of the problems they had, when users in Australia were searching for their products and services, their New Zealand website was showing up instead of their Australian one. This was because their websites were missing “href lang tags” which tells search engines which version of a website to show in a particular location.

Implementing href lang tags correctly meant that Australian users were shown the correct website in search results, which increased clicks and enquiries. Once we set up strong SEO foundations on both their websites, we then focused on optimising their content to be more relevant for SEO, which in turn helped with improving their overall organic rankings.

We also worked on what is known as “off-page SEO optimisation” to make their website stronger and authoritative in their niche for search engines.

Google Ads

On the advertising side, one of the first things we did was adjust the structure of their ad campaigns to have different ad groups for various areas of their business. Their business has a rather complex product structure, with some products and services being offered only in specific regions. We also implemented advanced conversion tracking including phone call measurement.

This helped us acquire granular level data of the various campaigns, which in turn we could use to optimise their campaigns further and make customised changes in budgets and bid strategies, while controlling the spend of each business unit’s allocated budget. We also used this data to create custom reports, so TRT could make smart business decisions to help them grow as a company.