A 5* integrated search strategy to generate high-quality leads

The Challenge: 

Through a combined SEO and PPC strategy, true were set the challenge to:

1. Drive more relevant B2B traffic to the website 

2. Increase the number of MQLs (marketing qualified leads) to boost ROI

Feefo’s customers range from household brands like Vauxhall and EasyJet to SMEs like independent beauty practitioners. Among its audiences, brand awareness is strong (vs competitors – excluding Trustpilot), but organic keyword rankings were poor, ranking in position 60 for ‘review platform,’ with competitors Trustpilot and Reviews.io in positions 1 and 2.

The Solution: 

Given the broad range of potential audiences, it was essential for Feefo to prioritise key audience segments. We organised these segments into clusters, each representing a targeted market group based on specific keyword research. We initially focused on high-priority clusters related to review platforms, pricing, and competitor terms, as these audiences were already in the market, actively searching for Feefo's services. Collaborating with the PPC team, we identified valuable search terms to target, which were then leveraged for SEO optimisation. 

After refining our approach with these clusters, the team shifted focus to industry-specific sectors. This allowed us to optimise existing landing pages tailored to each sector and create content aimed at marketers and business owners in those fields. The goal was to capture attention at the top of the funnel by raising Feefo’s brand visibility and emphasising its USPs.

For PPC, we streamlined the account structure by removing unnecessary complexities. We designed campaigns that would A) avoid overlap and B) concentrate on driving key performance metrics. This strategy enabled Feefo's challenger brand messaging to reach the right audience with improved quality scores and more consistent messaging. 

The work with Feefo is ongoing, alongside continuous optimisation, but early results have been fantastic. This is an ongoing partnership that will build on these strong initial successes.