Aggreko
The Challenge:
Aggreko–the global leader in the rental of generated power, temperature control and oil-free compressed air systems–first came to Oneupweb in 2005. Poorly positioned in search results vital to their industry and nearly invisible on the first few search pages, they asked Oneupweb to develop a strategy to address the situation. Specifically:
- Increase and create better search positions so that those searching for its products would find Aggreko, and not their competitors.
- Increase the amount of traffic to the Aggreko website, creating greater awareness of their worldwide presence.
- Increase conversions such as rental inquiries to keep potential customers interacting with Aggreko and open the lines of communication.
The Tactics:
In 2005, Oneupweb began a natural search engine optimization (SEO) program and assisted in a major overhaul of the company’s website. Later, Oneupweb launched an aggressive paid search advertising program which included local search and the creation and design of new PPC landing pages. Oneupweb also developed a ‘Quick Launch’ strategy centered around targeting the emergency needs of those affected by severe weather. And in 2009, when Aggreko needed to increase transparency of the revenue generated by the website, including tracking phone leads generated by search, Oneupweb stepped in with the tracking abilities of ROI trax®.
The Results:
- From May of 2005 through May of 2007, conversions tracked to Aggreko’s SEO campaign rose 87 percent, and continue to be on the rise.
- Top-ten search positions for targeted key terms rose 940 percent from May of 2005 to May of 2007, while top-thirty positions are up 528 percent.
- In 2007, just two months after the launch of an aggressive paid search campaign, unique visits rose 113 percent while lead conversions rose 126 percent.
- In 2008, conversion rates increased 48 percent as a direct result of the newly created PPC landing pages.
- Together, Oneupweb and Aggreko can quickly change messaging for searchers who are affected by a specific type of weather event–allowing Aggreko to stand out amongst the competition while increasing lead generation.
