Sensory Integration Case Study

Background: 

Based in Manchester, Sensory Integration are a not-for-profit organisation, pioneering world-class training in sensory integration and professionals for over 30 years.  

The team at Sensory Integration got in touch with us in July 2024 to support them in all areas of their marketing campaigns, including SEO, Google Ads and Social Media Ads.  

The Challenge:  

To promote (Social Media Adverts), target (Google Adverts) and increase traffic (SEO) for Sensory Integrations webinars, training courses and free onsite downloads.  

Implementation:  

Our number one priority when working with a new client is to develop a thorough understanding of who they are so we can deliver our best work – their company ethos & USPs, their goals in working with us, and of course getting to know our brilliant clients themselves. 

In the first 3 months, we focused on:   

SEO 

• Tackling numerous on-site technical issues to improve overall site health. From there, we focused on keyword and content optimisations, optimising each page to increase site visibility on Google. With a great foundation in place, we worked closely with the client to carefully curate a list of relevant keywords, streamlining our approach and leaning on their expert knowledge to ensure all content terminology used was correct. 

Social Media 

• Raising brand awareness and gaining traction in traffic towards training courses and free downloads via fresh and engaging social media advert campaigns that evolved month on month. 

Google Ads 

• Introducing a new Google Ad campaign to target and promote a specific training course. Month on month, we identified and reacted to opportunities for growth by making changes to the campaign settings and structure, with the goal of decreasing the cost per conversion. Whilst we saw opportunities for growth straight away, any changes to strategy were introduced slowly over time to maintain consistent conversions.  

3 months later, we are seeing excellent organic growth in traffic, visibility and conversions across all marketing channels: 

• Our main target keyword is now ranking in position 4 on Google, having previously not ranked at all. A high search volume keyword of 22,200 searches a month, is now ranking on page 1 of Google in position 8, which will continue to massively improve the site’s visibility on Google and drive organic traffic. 

• The cost per conversion for the Google Ad campaign has dropped from £2.40 to £1.77.  

• The below image is a comparison of impressions (how many times you are seen on Google) for the last 3 months, compared to the same 3 months last year. This represents a year on year growth of 9% for clicks and 24% for impressions. 

What now?  

We have shifted our focus to enriching site content with semantic keywords (wider keywords that relate to the target keywords), along with providing blog suggestions for the client to write and post over the coming months. Posting blogs regularly will continue to improve the site’s visibility on Google by targeting question-based search queries.  

Since starting, the client now is regularly seen in the AI overview section for the main target keyword ‘sensory integration’, showing that Google sees them as an authoritative figure in this space.