When we started working with Potteries Auctions, they needed help with tidying up the SEO for their website. They also wanted to experiment with Google Ads to drive inbound traffic. So we set to work on search engine optimisation for the website as an initial tranche of work. Being a largely database driven website, a lot of the potential of the auction lots was not being realised through visibility in the search engine results pages. Technically some of these issues were insurmountable, and so we had to think around the problem to bring that precious organic search traffic into their website.
We set about writing and constructing a series of optimised landing pages on the Potteries Auctions website to focus on specific areas of specialism the team of valuation experts and auctioneers have. After putting in place a new structural framework for this, we have continued on with a regular content marketing strategy that aims to continue add to the SEO strength of the website.
The advantage of performing SEO on a website alongside the implementation of a Google Ads campaign is that high quality landing pages for organic traffic can also be used as high-quality landing pages for Google Ads. So these two strands of work segued in beautifully making big increases in both organic and paid-for traffic for the website.
Participation in auctions online, and the consumption of the new catalogues of lots as they are released has increased in step with a huge increase in visitors to the website of over 300%. In the world of antiques and Potteries Auctions there is a whole treasure trove of content still to be discovered and created and so this trajectory is set to continue.
Services include: Content writing to a strategic content marketing plan, SEO and Google Ads management.
The results: The paid-for search and SEO activity we perform for the brand has led to a 300% percent increase in website visitors that keeps on building month on month. There has been a marked increase in 2020; Covid19 influenced customer behaviour patterns, moving in-person auctions in the Staffordshire saleroom to online-only auctions. As a result, some record hammer prices have been seen.
If you’d like help with content marketing, Google Ads or SEO, please email us on info@destination-digital.co.uk or give us a call on 01629 810199
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