Maximising digital performance with a unified paid and organic strategy

Opportunity and approach.

Cloud Gateway had a significant opportunity to enhance its organic search strategy. We could unlock untapped potential by concentrating on generic keywords that cater to diverse user intents at each stage of the customer journey.

A primary challenge was the limited number of commercial pages targeting a wide range of keywords. To address this, we implemented a two-pronged approach:

1. Strategic page creation: Cloud Gateway had very few commercial pages trying to target many different keywords. We developed new pages specifically designed to target each service and its corresponding keywords. This focused approach, coupled with the optimisation of existing pages, aimed to increase visibility for Cloud Gateway’s service offerings.
2. Content enrichment: We created new blog-style pages to support the main services, strengthening internal linking and enhancing the overall site structure.

A comprehensive technical audit revealed several critical issues, including missing H1 tags on ~80% of pages, duplicate content, poor Core Web Vitals performance due to large images, and videos, excessive JavaScript and a complete absence of schema markup. We prioritised addressing these issues to improve search engine understanding of content and optimise for ranking for rich results.

To complement the SEO efforts, we transitioned from a traditional paid search campaign to a Performance Max strategy. This shift leveraged Google’s advanced algorithms to optimise ad delivery across multiple channels, including search, display, video and more.

By combining Google’s algorithms with visual assets, text ad copy and relevant on-site content, Performance Max delivers a full-funnel marketing approach, generating warmer leads and continuously improving landing page content to attract targeted users to the site.

Through this combined strategy of enhancing SEO content and optimising paid activity, we were tasked with maintaining performance and increasing efficiency for Cloud Gateway’s commodities offerings.

Our response.

To better understand and cater to user intent, we combined a content-driven approach with Performance Max to optimise both organic and paid channels.

• Hub & spoke landing pages: We built targeted landing pages to support their main service pages. Using in-depth keyword research, we identified what users were searching for and any gaps in Cloud Gateway’s content compared to competitors. This allowed us to create new pages that captured relevant searches and user intent
• Informative blog content: We developed a blog focused on creating valuable, informative content that established Cloud Gateway as an industry expert. This not only provided user value but also boosted their search engine ranking for relevant searches
• Technical issues: We worked with their development agency to fix technical issues on the site. This included ensuring the H1s were being crawled correctly, optimising the sitemap, and fixing broken/redirected internal links
• Core web vitals: We tackled site speed by compressing large images, videos and reducing the amount of unnecessary JavaScript and fonts
• Schema markup: We implemented a variety of relevant schema markup to target rich results and improve organic performance
• Performance Max implementation: We implemented a new Performance Max campaign, focussed on landing pages being worked within the Hub & Spoke model. By pairing targeted ad copy and creative assets with our optimised content, we established a powerful new, now main, channel to drive traffic and generate leads for Cloud Gateway