V4 Visioins GmbH - Search Marketing für Visionäre

Description

Before the relaunch: 

In the context of a relaunch, we work together with the agency entrusted with the design and programming of the website. In this way, we ensure that the website is programmed to be search engine optimized, so that the launch of the new website leads to a significant improvement in visibility even before further optimization begins. 

The structure of the new website is designed together as part of the collaboration. In this way, the user experience requirements of the different target groups are met and the technical requirements that are important for further search engine optimization are created. 

In addition, I prepare the consolidation of all other RENAFAN domains with renafan.de, as well as a redirect concept for renafan.de itself in order to maintain all relevant rankings and thus the existing search engine visibility. 

After the relaunch: 

For future search engine optimization after the relaunch, we will set up a corresponding SEO strategy for RENAFAN. The aim of the strategy is to further increase existing rankings and obtain additional rankings for relevant search terms. We identify these search terms in a keyword research, in each case tailored to the target groups of renafan.de. 

In order to be able to carry out search engine optimization independently in the future, we create a prioritization with concrete optimization measures for RENAFAN. We also carry out a comparison with RENAFAN's competitors in order to be able to assess the playing field on which the group of companies operates.

For practical implementation, we provide employees with practical assistance for carrying out the individual optimization steps. It is also important to train the marketing team in the creation of search engine-optimized website texts with subsequent quality control.

The employees also receive prepared keyword lists, topic suggestions individually tailored to RENAFAN and practical guidelines for text creation. Furthermore, workflows for their own keyword research and the implementation of success control in the form of ranking monitoring.

Challenge

In over 20 years, the RENAFAN Group has grown, differentiated, merged and expanded again. This growth could also be seen on the Group's websites.renafan.de had therefore grown into an unwieldy monster before the relaunch, which no longer reflected the agile and modern positioning of the Group in terms of both design and user guidance. This is also reflected in online marketing. The largest traffic channel is search engines, especially Google. After a long decline, the website has reached a low point in terms of visibility in its history. 

In addition, there are a number of other websites for different sections of the company and areas of responsibility. These have even worse online marketing values than renafan.de.

Solution

As part of a relaunch, we work together with the agency responsible for the design and programming of the website. In this way, we ensure that the website is programmed to be search engine optimized, so that the launch of the new website leads to a significant improvement in visibility even before further optimization begins.

As part of the collaboration, the structure of the new website is designed together. In this way, the requirements for the user experience of the different target groups are met, as are the technical requirements that are important for further search engine optimization. 

In addition, we prepare the consolidation of all other RENAFAN domains with renafan.de, as well as a redirect concept for renafan.de itself in order to maintain all relevant rankings and thus the existing search engine visibility.

Results

The month after the relaunch: 

The relaunch takes place on February 28, 2018. As a direct result, traffic increases noticeably in March: The total traffic of renafan.de increases by a whopping +42%. Organic traffic grows even more strongly, by +46%. 

After 10 months of operation: 

This development continues in the following months. Thanks to ongoing optimization, traffic in January 2019 is now 188% higher than in January 2018 (1 month before the relaunch). Organic traffic has increased even more significantly and is now at 227% compared to the previous year. 

This primarily attracts visitors from the two relevant target groups: The most visited landing pages are various URLs of the careers section (target group 1) as well as URLs of individual care facilities (target group 2). Less than 15% of visitors reach renafan.de via the homepage; the majority of visitors land directly on the subpages relevant to them.

The development of visibility also shows the success of the relaunch and further optimization. From April 2018, for example, there was a sustained increase in visibility. A new short-term peak was reached in May 2018, beating the old peak from October 2012.

After the turbulence caused by Google Medic Updates 1 & 2 in August and October 2018, renafan.de has now been consistently above the old peak from October 2012 since December 2018 and shows clear trends for a further increase in visibility.