Bundle London is a business set-up in South-West London that teaches personalised Antenatal classes to new mothers. Bundle offers antenatal courses in London, as well as postnatal classes, to support you in the early months and years of being a new parent. We know that the first two years of your baby’s life is when the foundations, that will support your child into adulthood, are being laid.
The Bundle London site had not a lot going on, it wasn’t getting much or any traffic. They didn’t have any links, and no GMB profile, or tracking set-up. The traffic was a lot lower than other niches, but it will convert higher since there is higher intent. We organised and orchestrated a 3-month SEO clean up. The challenge was to deliver an effective SEO strategy on the back of a website edit along with full content rewriting, new infrastructure, significant speed improvements, SCHEMA integration and more.
When we started out with Bundle there was NO organic presence whatsoever other than obscure brand searches. There was no measurement platforms, no search console and nothing to go by. The website was not configured correctly in Squarespace. The website didn’t have any analytics nor did it have any direct way of embedding analytics. Instead, we had to upgrade Squarespace package, install tag manager and then deploy analytics. Basically, the website had nothing, no organic keyword profile.
With a low monthly retainer, we were able to generate new leads and give them a real sense of true traffic conversion. Whilst the volume of clicks was very low, the volume of impressions began to climb. With the right budget, link building and citation building we were able to propel growth.
Looking at the keyword profile in search console we were able to see that new keywords appeared weekly with more and more keywords added to the domains ranking profile. We were able to see valuable keywords in this list including antenatal classes london, antenatal classes, baby massage, private antenatal classes, something that didn’t exist before.
It’s worth noting that more than 50% of the investment made by Bundle went into Facebook and Google advertising, meaning a lot of the deliverable work we have done went well outside of budget. Despite this, we’ve delivered SEO. Our model has been more to generate an ROI as early as possible to prompt further onward investment into SEO. We believe at the time of the advertising campaign, Bundle’s offering may have not been right for end users (including pricing + demographic limitations) which have reduced campaign effectiveness. We do believe, moving forward that the effort should now be focused entirely on SEO.
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