Randox Case Study

randox.com

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Overview

Randox came to us looking to refine their online marketing strategy and increase organic visibility, traffic and sales for their new Covid testing centres.

As the UK’s main Covid testing provider, they knew they had to be top of page 1, but were facing some tough competition from established testing companies that had been working around the clock to get to the top of Google.

Instead of being able to plan around our usual 6-12 month campaign duration, Randox needed results fast, so we employed an intensive approach to get them ranking straight away.

Client’s Needs

Digital Marketing Consultancy

We were asked to devise a digital marketing plan for their new test centres, which were nested within subdomains on the main Randox website.

Due to the fast-paced Covid testing landscape, speed was of great importance to ensure that bookings were flooding in as soon as each test centre opened its doors.

Each testing location also faced its own individual online challenges, such as competition levels, search demand, geographical location and more.

For each testing centre, we drew up an individual roadmap and strategy for success, which allowed us to stay on track and deliver on schedule.

SEO

An ethical SEO campaign had to be planned and executed for each testing site, with a tailored strategy for each one.

We then worked with the IT team at Randox to ensure that each website was properly optimised and sending all the correct signals to Google for the best possible visibility.

Our SEO team got to work out reaching to high-profile websites that were relevant to Covid testing, which included travel sites, health blogs and online lifestyle magazines.

The SEO team then crafted interesting content that provided value to readers to be inserted onto our outreach partners’ websites.

We work with a few Google News Approved websites and managed to secure a few featured articles at the top of Google’s News results for searches relating to Covid testing.

What We Did

Due to the fierce levels of competition in the COVID testing market, we knew we had our work cut out. We got to work outreaching to hundreds of websites, carefully screening which ones we thought were suitable for a high-profile client such as Randox.

A huge part of large-scale campaigns like these is reporting and analysis. Right from the start, we made sure that we worked closely with the Development Team at Randox to track every click, every sale and every penny earned.

SEO Strategy

Link Building

Analysis & Improvement

Results

Top of Page 1 Results

7X Increase in Organic Website Traffic

10X Increase in Organic Revenue

What We Achieved

Referring Domains

All of the Randox testing websites started as brand new subdomains, and although they do carry some weight from the main site, Google still sees them as essentially new websites.

We focused on getting the best links from a wide range of sources and built up the backlink profile naturally over the course of 30 days.

Keyword Rank Positions

When starting with a brand-new site, all keywords have to start from zero and climb their way up through the ranks.

We knew it would be hard, however we stuck to the strategy and delivered all major target keywords to page 1 within the expected timeframe.

Organic Revenue

With no real target for revenue, other than bring in as much as possible, we watched the organic revenue start to trickle in at the same time as ranks went up.

Needless to say the client was very pleased with their ROI by then end of the first month, which at the time was over 10X the spend, and has gone onto almost double again.