This case study details the SEO audit Modern did for one of our customers and the SEO strategy that we devised to drive quality traffic to their site.

1. CASE STUDY
modernb2b.co
SEARCH RANKING
IMPROVED BY 212%
FOR CUSTOMER SERVICE
SOFTWARE COMPANY
CASE STUDY
modernb2b.co

2. CASE STUDY
modernb2b.co
CLIENT OVERVIEW
COUNTRY: UK
INDUSTRY: Customer Serivce Software
SECTOR: Web Self-Service
CLIENT PROFILE: Synthetix were founded in 2001 and provide enterprise
level, multi-channel customer service solutions.
Clients include Virgin, BBC, Morrisons, Easyjet
Holidays and 70% of the water utility providers.
Modern worked with Synthetix to optimise Synthetix.com
to attract higher quality traffic with the view to ultimately increasing
website conversions.
BUSINESS SITUATION
Synthetix have traditionally used telesales as their primary lead generation channel.
They were acutely aware that in order to grow, they needed to alter the volume and
quality of website visitors to ultimately increase the website conversion rate. The
website was generating a reasonable amount of traffic, but the site conversion was
low and the bounce rate was high.

3. CASE STUDY
modernb2b.co
DEFINING THE SEARCH
STRATEGY
Modern completed a full search engine optimisation (SEO) audit
and devised an SEO strategy that focused on driving quality traffic
to Synthetix.com
UNDERSTANDING THE BUYER
With any website, it’s important to attract the right kind of visitor. Modern recommended
a workshop to understand the sector and Synthetix’s buyers. From there a search
strategy was created that directly targeted the right kind of buyer focusing on quality
traffic over quantity of traffic.
KEYWORD RESEARCH, COMPETITOR ANALYSIS
AND WEBSITE OPTIMISATION
The core keyword list was drawn up, competitors were reviewed and keyword
research undertaken. Once 11 primary keywords and 40 secondary keywords
were agreed, Modern optimised the website and blog copy.
DEFINE BUYERS
& APPROPRIATE
NICHEES
KEYWORD
RESEARCH
2
ON-SITE
OPTIMISATION
& COPY REVIEW
3
HOMEPAGE
REDESIGN
4
RESULTS ANALYSIS
& DEBRIEF
5
DISCOVERY & IMPLEMENTATION PROCESS
1
RESULT: >> 212% INCREASE IN KEYWORDS RANKING
>> KEYWORDS IN POSITION 1-3 DOUBLED
>> 650% INCREASE IN RELEVANT KEYWORDS
RANKING

4. CASE STUDY
modernb2b.co
PROPOSED SOLUTION
• Buyer profile workshop to understand marketplace and buyers
• Search strategy that focuses on niche audience and quality traffic
• Link building programme that capitalises on other digital marketing activity
• Full website optimisation including homepage redesign
SOLUTION BENEFITS
• More niche or product related terms ranking on Google.co.uk
• Double the number of keywords ranking in positions 1-3
• Huge reduction in non-relevant keywords triggering impressions delivering
more targeted traffic to website
• Internal team trained in implementing off-site optimisation

5. CASE STUDY
modernb2b.co
TALK TO US TODAY
Modern
Bristol and Bath Science Park
Dirac Crescent
Emerson’s Green
Bristol BS16 7FR
Phone: 0117 332 6700
Email: info@modernb2b.co
Twitter: @modernb2b
ABOUT MODERN
Modern is an award-winning specialist
technology B2B marketing agency offering
integrated digital campaigns to drive
growth.
We focus on lead generation and customer
engagement through search, social, PR
and content, underpinned with strategic
thinking and solid metrics.
We’re honest, straightforward and clear
thinkers. We won’t baffle you with jargon and
we won’t lead you down the garden path.
We’re chosen by our clients for our
grounded insight and our ability to influence
business performance.
We start with your buyers and define a
strategy that works with their behaviour,
motivations and concerns, and the
channels they engage with.
We forecast marketing performance,
setting out how the results will take shape
over time. We set KPIs and ensure that
every media channel we recommend
delivers against your expectations.
Rigorous processes and regular, easy
to understand reports with expert
insights come as standard, so you know
exactly what works and what doesn’t,
and more importantly how it’s affecting
the bottom line.