Alder is a leading UK crisis communications consultancy, working with clients across the UK.
Develop and implement a sector-specific lead generation programme to enhance visibility, drive targeted enquiries and expand market reach.
Creating and delivering a strategic organic SEO and PPC programme to target niche sectors.
Phase 1: Foundation and optimisation
The first phase focused on building a strong SEO and content foundation to enhance visibility and generate targeted enquiries. A keyword strategy was implemented across the site, alongside a shared technical SEO sheet to document and resolve issues. A UX audit identified friction points, leading to website improvements that enhanced user experience and conversion rates. Content was expanded across key landing pages, improving relevance and engagement. To drive immediate traffic, targeted PPC campaigns were launched for ‘Media Training’ and ‘Crisis PR Management’.
Phase 2: Growth and engagement
The focus then shifted to content expansion, audience engagement and conversion optimisation. Sector-specific content with FAQs and schema markup improved search rankings. Regular blogs were introduced to boost visibility and capture a wider audience. Keyword targeting was expanded to increase traffic and enquiries, and a dedicated PPC landing page for Media Training was developed. A robust internal linking strategy improved navigation, link equity and authority, driving website traffic and enquiries.
