Kroll Increases Share of Voice by 285%

THE PROBLEM

Kroll is in the business of asset investigations, intelligence, risk analysis, cyber security, data breach response, and e-discovery. Their campaign objective was to increase lead generation for their asset search service by 50% for the year.

THE SOLUTION

Kroll decided to invest their efforts in the organic search channel. Looking at the BrightEdge dashboards, Parker identified their “striking distance” keywords on Pages 2 and 3. She then looked at how to improve on-page optimization and increase site content and backlinks. The BrightEdge site recommendations capability identified the specific on-page tactics to address. The campaign metrics were Share of Voice, Visitors, Form Fills, Won Cases, and New Revenue.

THE RESULTS

Parker and Kroll increased their exposure on the target search terms and nearly tripled their traffic at the expense of all of their tracked competitors. She recommends a cross-channel holistic strategy centered around clear goals and a platform with properly integrated data flow and tracking. See Whitney's Share video.

71% of traffic goes to Page 1 of the search results. Getting from Position 2 to Position 1 doubles the traffic we get to our site and that translates into another $300,000 in revenue. That is a powerful message for a CEO.

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