leeds #b3seminar: it's who yo know... not what you know - stephen kenwright
DESCRIPTION
In 2014 links aren’t built out of silos, they’re built through relationships. Head of Search Stephen Kenwright discussed how to leverage what brands have got – customers and data – to create campaigns that improve performance in organic search, with a case study of Transform cosmetic group, delivered with Transform’s Marketing Director, Steven Taylor.TRANSCRIPT
It’s who you know…not what you knowStephen Kenwright // Branded3
Steven Taylor // Transform
Who is Transform?
• 40 years old this year – the UK’s longest established cosmetic specialist provider
• Two dedicated cosmetic surgery hospitals & 27 outpatient clinics (all CQC registered)
• Headquartered in Manchester with circa 400 employees (60% of whom employed in a clinical capacity)
• Annual turnover of £40 million
• Founder members of IHAS (Independent Healthcare Advisory Service)
• Surgical procedures & non-surgical treatments
• Circa 80K enquiries p.a.
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A turbulent sector going through change
• Always in the media – rarely positively
• Crisis in sector in 2012
– Weight of public opinion
– Establishment
– Media sentiment
• ... all firmly against the sector
• Compelled us to re-evaluate who we are, what we stand for & what we’re about
• We needed to “grow up” before we were told to grow up
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Transform today – a sea change in who we are
• Exceptional clinical standards
– A healthcare company – clinical excellence no longer
hidden under a bushel
– Vanguard of establishment influence
• Patient Charter : Clear
– Conceived by Clear Patient Panel
– 15 promises to patients
– 6 commitments on non-surgical treatments
• Transparency
– Infection rates
– Surgeon qualifications
– Complaint levels
– Revision rates
– Patient satisfaction
• Marketing Code of Conduct
– Voluntary restrictions of broadcast times
– Bona fide patients (not models pretending to be
patients)
– Rejection of celeb culture
– Rejection of en masse promotional offers
– Abolition of “refer a friend” scheme
Patient focussed – without a successful
outcome for patients, there is zero
satisfaction for us
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Video Hilary Jones
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How we removed 100+ link penalties
#1 Link pull + live link check
#2 Cross reference 100,000 domain blacklist
#3 Manual audit
#4 Disavow + reconsideration request
PENALTY RECOVERY TIMELINE #B3Seminar
PENALTY RECOVERY TIMELINE
domains in disavow file
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PENALTY RECOVERY TIMELINE
of link profile disavowed
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Build Links ?
Profit
Feeds the
Putting Transform at the centre of #B3Seminar
When you feel good, we feel good
When you feel good
Reassurance
• Have no doubt that in Transform you have made the
right choice
• Evidenced by
• 40 years
• GMC surgeons
• Products we use
• Transparency on clinical matters
• Investment in infrastructure
• Patient commitment
Outcome
• You will have a good outcome – physically and
emotionally
• Evidenced by
– 000’s procedures p.a.
– 30+ genuine patient stories
• All walks of life
• Differing demographics
• each freely giving testimony on their experience
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How our mindset is interpreted in our SEO
• It’s “easy” in traditional creative marketing channels
• We’ve been through years of being told it doesn’t matter in SEO
• Equally, we’ve seen creativity for the sake of creativity – and creativity that’s tenuous & inappropriate
– Great if – but too much irreverance is not befitting
• Our ivory tower utopia is now quality in links & SEO content that underpin our values
• How BB&B delivers this
– Reassurance
• 350K have enquired to Transform. They must be the go to
• National spread of data – they’re a big national provider
– Outcome
• Someone else must have gone through this too – Transform understands me
• Patient stories threaded throughout the data
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average time on page
pageviews
direct conversions
assisted conversions
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increase in visibility
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increase in Google organic traffic
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increase in Google organic
conversions
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What’s next?
Thank you!Please email any questions to