An overview of how we did and how we got there
Mecca Bingo is one of the UK’s best known bingo brands. The business approached us initially, to help them recover from a visibility drop and move them towards a content-led future.
Mecca had experienced a drop in organic search visibility, as a result of historic campaign activity which Google acted upon. Our job was to clean up the existing profile and then outline a content-led approach that would rebuild brand visibility.
As part of that challenge, Mecca also asked Zazzle to spend time with internal teams, educating employees and align strategies across the marketing floor.
This included rolling out of a content-led plan for the site, centred on a new content strategy.
The campaign itself fell into two distinct parts:
1. Clean up and data
2. Proactive marketing
Initially, the focus was on the data – both in terms of link profile and how the site indexes.
The team also worked hard mining search and social data to create clear audience personas as part of the groundwork for part two: the content-led marketing plan.
That work is now in full effect with a new content strategy created for two separate Mecca blogs and seamless plan to feed this into the social team to amplify reach and sharing.
Alongside that our team continues to work on digital PR, ensuring the site continues to benefit from earned content placements, brand mentions and links.
The result? A 105% improvement in search visibility year-on-year and the regaining of key top five rankings across the board.
"Zazzle Media fought off tough competition in winning our account. Our reason for choosing them was clear. As well as having an innovative approach to search marketing the experience the team has with content was a huge plus for us. The account management we receive is also second-to-none." Trevor Fordyce SEO Manager