Campaign Goals & Budget
Objectives:
- Establish a robust online presence for "South-Group."
- Achieve first-page rankings on Google for keywords related to catalytic converters and e-waste within 3 months.
- Align with the brand's mission to increase visibility among businesses and individuals interested in catalytic converter and e-waste solutions.
Budget:
- The total budget was allocated in two phases:
- Phase 1 (first 4 months): Approximately two-thirds of the total budget.
- Phase 2 (subsequent 2 months): Approximately one-third of the total budget.
Budget Allocation:
- Website development (recommendations)
- Content creation (on-site and off-site)
- On-site SEO
- Off-site SEO (including backlinks and publication articles)
- Technical SEO adjustments
Target Audience & Overall Strategy
Target Audience:
- Businesses: Automotive manufacturing, recycling, and environmental sectors.
- Individuals: Consumers interested in eco-friendly solutions, recycling, and environmental conservation.
Overall Strategy:
- Keyword Optimization: Identify and target high-volume, relevant keywords.
- Content Creation: Develop informative and engaging content such as guides, articles, and case studies.
- On-site SEO: Optimize website structure, meta tags, headings, and internal linking.
- Off-site SEO: Build quality backlinks from reputable sources through guest posting, partnerships, and content promotion.
- Technical SEO: Improve site speed, address technical issues, and ensure mobile responsiveness.
- Local SEO: Optimize Google My Business listing and local citations to enhance visibility in local search results.
Creativity & Innovation
Unique Aspects:
- Environmental Focus: Emphasis on eco-friendly solutions, positioning "South-Group" as a leader in green initiatives and recycling practices.
- Industry Expertise: Leveraging "South-Group's" knowledge to provide tailored insights and solutions, building credibility.
- Localized SEO: Targeting South African users to enhance visibility in local search results.
- Comprehensive Optimization: Combining on-site and off-site SEO techniques for maximum visibility and search engine rankings.
This approach highlights the campaign's focus on sustainability, industry expertise, local targeting, and comprehensive SEO strategies, establishing "South-Group" as a significant player in the market.
Execution / Implementation
Consistency in Brand Experience:
- Alignment with Brand Identity and Objectives:
- Messaging and Tone: Reflecting "South-Group's" brand identity, emphasizing sustainability, expertise, and innovation.
- Content Themes: Focusing on catalytic converters, e-waste recycling, and environmental conservation to educate and engage the audience.
Unique Formats and Differentiation:
- Utilized interactive content formats such as quizzes and polls to engage users, encouraging participation and sharing to increase brand visibility and engagement.
The campaign ensured a unified brand experience through consistent branding, messaging, and unique content formats, resonating with the target audience and contributing to the campaign's success.
Results & Impact
Keyword Rankings Improvement:
- Catalytic Converter Buyers Near Me: From not ranking to position 1.
- Catalytic Converter Price: From not ranked to position 6.
- Catalytic Converter Recycling: From not ranking to position 1.
- Catalytic Converter Scrap Prices South Africa: From not ranking to position 6.
- E-Waste Recycling / Ewaste Recycling: Achieved position 4 for both keywords.
- Electronic Recycling: From not ranking to position 1.
- Catalytic Converter Buyer: Improved to position 3 from not ranking.
Google Business Profile Metrics:
- Website Clicks:
- Pretoria: Increased from 12 to 38 clicks.
- Johannesburg: Decreased from 27 to 25 clicks.
- Durban: Increased from 13 to 96 clicks.
- Cape Town: Increased from 70 to 127 clicks.
- Calls:
- Pretoria: Decreased from 7 to 10 calls.
- Johannesburg: Increased from 11 to 18 calls.
- Durban: Increased from 32 to 37 calls.
- Cape Town: Increased from 17 to 44 calls.
- Messages: No change in Pretoria, Johannesburg, and Durban. Increased from 0 to 1 message in Cape Town.
- Directions:
- Pretoria: From 43 to 127.
- Johannesburg: From 80 to 91.
- Durban: From 43 to 70.
- Cape Town: From 49 to 152.
The campaign achieved significant improvements in keyword rankings and user engagement metrics, demonstrating enhanced visibility and relevance for "South-Group" in search engine results pages. The increased interaction and interest in the brand's offerings reflect the success of the campaign in meeting its objectives.
