The Edward de Bono Foundation UK is a charitable organisation set up to provide support to Schools, Colleges and other educational institutions by providing training to teachers on how to improve students Creative and Constructive Thinking skills, based on the teachings of Dr. Edward de Bono.
The Foundation had no online marketing plan. Their website was not attracting new visitors, only those that were coming direct via the domain name.
The Foundation needed to attract new website visitors that may or may not have heard of Dr. De Bono.
Goal 1: Ensure The Foundation had a Brand Association on search engines
Goal 2: Let those that may/may not be aware of Dr. De Bono find the Foundation website more readily when looking for specific or general keywords
Our first job was to research and agree a number of target keywords that were relative to the goals. The keywords had to not only be relevant, but also have a large number of monthly searches on Google.
Once agreed, we went through a website code overhaul and ensured that search engines would find the pages more readily so that they could be listed against the target keyword phrases.
New pages were added to the website that discussed the products and services more clearly, which added a better user experience and also assisted the keyword targeting set out in the initial strategy.
We knew we could get some quick wins from domain related and core business keywords, so they became our initial priority, as success was required right from the outset.
Once we established the Foundation website on the Search Engines, we reviewed the target keywords and began to optimise for more product/service related keywords, an ongoing process that is yielding impressive results.
The Foundation website now ranks for their name and associated brand terms as per the sheet below in the UK. This was the top priority and was achieved in the first month.
Since then, other additional keywords are ranking on Page 1 and more importantly are delivering new business. The Foundation has received an increasing number of SEO-generated leads and enquiries and have further still converted a number of these into new business.
The SEO campaign provides a constant stream of enquiries. We ask those that call in if they used Google and feed that back to the team at Banc to monitor ROI.
So far, in six months we have done business with 6 new companies, generated from SEO links, which is more than we dreamt of!”
Bob Rawlinson- CEO, The Edward de Bono Foundation UK
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