How First Aid Direct increased their traffic by 145% over 5 months

01

Background

Having been established over 25 years ago, First Aid Direct has a trusted reputation with a loyal customer base across Dublin and beyond. The problem was, they had been operating primarily offline and mostly relied on traditional marketing, repeating customers and referrals. Everything changed during the unprecedented COVID-19 pandemic and First Aid Direct was forced to transition online in order to keep the business afloat. The company needed to build their online presence from scratch and catch up to competitors.

When we initially partnered with First Aid Direct, they had just re-built their old website, but as they had come to realise, that was just the tip of the iceberg in their journey to online success. They needed an Irish SEO team who could put together a solid search strategy, resolve any technical issues that were affecting their organic rankings, optimise the site effectively to generate organic traffic, quality leads and subsequently sell their online courses.

02

The Challenge

When First Aid Direct approached us at first, they were relying on offline marketing and referrals as a source of leads for the business. They began considering the web as a means for new customers when the pandemic hit struck. Like a lot of our clients, they had invested in a website but once it was live, months went by and they came to the realisation that merely having a website was not enough to start bringing in sales.

Given that this was a competitive space, rival companies who had been working on their SEO for years had already dominated & taken over top positions, so competing with them was going to be a challenge. Some key problems were:

• Lack of relevant, keyword-targeted landing pages
• Low website authority
• Lack of knowledge about online consumer behaviour and current demands
• Fast growing and long established industry competitors

03

Our Approach

After carrying out a detailed phase of Discovery to analyse the client’s industry, customers and competitors, our team developed a bespoke organic search strategy that would meet First Aid Direct's objectives. By thoroughly studying the websites that dominated top positions for our ideal keywords, we learned to understand the exact content this site required for both conversions and interaction with Google’s crawler.

Our SEO experts improved technical on-page factors, and built up the website’s backlink profile and authority through the creation of high-quality content and outreach campaigns.

• Improved overall website design and UX
• Integrated a live chat feature
• Ran a technical website audit
• Improved site speed through caching and WEBP image formatting
• Installed Google Search Console and Google Analytics
• Created 25+ course landing pages
• Improved online website authority

04

Results

After completing on-page optimisation for the website, and introducing fresh content our targeted keywords began to noticeably improve their organic positions. When our team took up the project, there were no keywords ranking on page 1 of Google. However after 5 months, nine competitive keywords had reached a top ten ranking.

By targeting relevant and practical keywords, we were able to drastically increase the quality and quantity of organic traffic to the website, from zero to 589 unique users and each month resulted in a growth of this figure. We managed to improve the average session duration to over 2 minutes, which again confirms the high quality of visitors coming to the website.