BitSecure Case Study
BitSecure is a cybersecurity and cloud consulting company established with the sole objective of keeping businesses safe from eminent threats on the web. The company’s first online endeavor fell short of expectations. The majority of traffic to the web site was driven by either branded search, which is people typing their brand name in the search box, or from catalog mailings. New customer acquisition cost had been rising steadily with cost of printing and mailing expensive catalogs as well as the reduced conversion rates from direct mail advertising.
Bitsecure had an outdated looking web site that did not rank well for its target keyword terms. Bitsecure realized that current online marketing efforts weren’t accomplishing the desired goals. That’s when Bitsecure engaged Webxcell Digital their website and SEO to improve their organic search engine rankings in the major search engines such as Google, Yahoo and Bing, to boost sales and lower new customer acquisition costs. Webxcell Digital was chosen because of the speciality and focus on Internet Marketing. Webxcell Digital uses a 2 pronged approach: Getting your name out there is key, but more importantly converting that traffic into the eventual results, either a lead or in this case a sale, is the “sweet spot” that Webxcell Digital specialize in.
Challenges & What we did
Bitsecure web site had only a few indexed pages in Google. The search engine spider was not seeing the hundreds of services pages on the site because of the way the database code and web site code were designed. The on-page SEO methods and content of the site also were very weak, and required a complete analysis and upgrade.
The site had very little inbound linking from relevant sources and multiple internal broken links. Bitsecure lso had issues with duplicated content and repetitive inbound footer links from sister sites. The bottom line here was that the work needed to be done, and Bitsecure felt 100% confident that their decision to use Webxcell Digital was the right decision. The results were a clear prove.
The main goal of the project was to lower the cost of acquiring new customers by improving non-branded search traffic and conversions. Bitsecure was only generating ten to twenty new customers each month from the web site and customer acquisition cost exceeded £120 per new customer. Our goal was to drive new customer acquisition cost to below £60.
Solution, Results & Stats
Webxcell Digital replaced the poorly coded web site with new search engine-friendly code. A new design was provided and updated and enhancement of all the visuals and call-to-action messages gave the new pages a more inviting look and feel. After Webxcell Digital’s SEO Pre-Discovery Phase analysis, a keyword list was developed that matched Bitsecure’s services and had significant search volume on the web. One of the tricks of good search engine implementation is to select keywords that are being searched frequently and match up with our client’s offerings.
Webxcell Digital cleaned up the on-page SEO elements of proper meta data, titles, content and internal linking. Webxcell Digital also began an inbound linking campaign using directories, custom links, and a robust publishing strategy with back linking. The repetitive linking that appeared to be search engine spamming along with the duplicate content was repaired or removed.
Our Client, Bitsecure, is very pleased with the final results! They now rank in the top ten on Google for terms such as “cybersecurity mansfield”, “cybersecurity services nottinghamshire” and their big term of “cloud security Nottingham ”, which currently outranks their major competition. Their Google Page Rank improved from a 3 to a 6. Non-branded search traffic has continued to increase from 100 visitors per month to over 15,000. Conversion rates increased from the new site design and layout, and the non-branded traffic is converting at over 2%. Bitsecure is now adding over 20 new customers per month online and they are acquiring new customers at a profit!