500,000 new visitors
Rentokil is the market leader for pest control and an authority on ensuring high standards of food safety. Despite their quality content, they were losing valuable organic visibility and traffic to competitors for rodent and food safety-related search terms. Analysis showed that Rentokil were trailing behind competitors when it came to links from high quality domains for these key sections of the site and that a laser-focused link building approach would be required to halt the decline.
Through our Rise of the Rats campaign, we found that rats could produce half a billion descendants in just three years – what a hook! We highlighted the sheer scale of rapid rodent population growth by creating a simple, yet eye-opening piece of content. Our second targeted growth campaign was centred around the devastating impact food recalls have on the food industry. Costing millions of dollars and damage to brand reputation, our aim was to create awareness of the impact pests can have on food production. Both campaigns were highly-successful in earning coverage on news and interest sites like Daily Mail, Mother Jones, and New Republic. By supporting the pieces with expert commentary from Rentokil we also gained recognition in leading industry publications such as QSR Magazine, PCT online, foodsafeytech.com, and Pest Management Professional; thereby reaching both B2C and B2B audiences with these shocking statistics.
The content campaign resonated with a huge audience, resulting in worldwide coverage across TV, radio, print and digital publications. Being featured in publications, such as: BBC, HuffPost and Taxi amongst others. By focusing on this lucrative but underperforming section of the website we saw the number of transactions from medical-related content increased by 21%, driving up organic revenue by 50%. A surge of 75% in organic visibility for medical insurance associated keywords was the key driver behind this significant growth. These fantastic results gained industry recognition when Builtvisible won gold at the Digital Impact Awards for ‘Best Use of SEO for Corporate Communications’. The content campaign was also highly commended at The Drum Network Awards for ‘Financial Services Campaign/Strategy of the Year.’