The Client:
HH Point Of Sale (HH POS) are a multinational manufacturing company with bases in both the UK and China, who specialise in producing standard and customised point of sale solutions for the beverage sector.
An industry leader, HH POS works with world-renowned brands like Kopperberg, Greene King, Budweiser, Bud Light, Strongbow, Molson Coors, and more, designing and producing solutions such as beer fonts, beer towers, tap handles, and digital displays to maximise sales and boost brand impact in hospitality venues worldwide.
HH POS came to us with the brief of improving their online presence and getting their name in front of as large and as relevant an audience as possible.
In particular, they wanted us to showcase the products they make and demonstrate how these can solve many of the common problems that businesses in the beverage sector often experience. The longer-term goal was to generate interest in their products and services which would lead to more enquiries and an increase in sales.
As part of our strategy for them, we recommended a search engine optimisation (SEO) campaign. This would complement the new website that we built for HH POS, and work hand in hand with our social media marketing plan to promote the products and services that HH POS offer far and wide online.
The Process:
The SEO campaign began in April 2023, and our first step involved carrying out detailed keyword research to identify relevant search terms that HH POS’s ideal customers would be searching for in Google.
We used HH POS’s core products and services as the basis for our keyword research, while taking into account their primary markets. For instance, the company can work with clients anywhere in the world, but we would mostly be judging the SEO campaign’s success by the results it achieved in the UK, with China as a secondary focus.
To conduct the keyword research, we used our industry-leading SEO tools of Semrush and Keysearch. Throughout, it was important to only shortlist phrases that would not be too difficult for the company’s website to rank high in the Google search results for.
By the time the keyword research was complete, we had found 119 keywords that were relevant to HH POS, their goals, and the services they were looking to promote in their target markets.
At this stage, before any optimisation work had been done to the HH POS website itself, the site was not ranking anywhere in Google UK for any of our 119 target keywords:
(keywords redacted for client confidentiality)
The only way was up!
Having identified the target keywords, we then began the task of creating new pages on the HH POS website that were optimised for these target phrases.
Each of the new SEO-optimised pages that we published to the website features human-produced content which is 1000+ words long and closely tailored to the target keywords. The lengthy word count is necessary to clearly communicate to Google’s search engine crawlers what topic each of the SEO-optimised pages is focused on.
In addition, to boost the online authority of the HH POS website and therefore help it rank well in Google for some of our more competitive target keywords, we began an ongoing campaign of building backlinks to the site from other, high-quality websites.
This is because the number of backlinks that a website has pointing to it from other quality sites is one of the main factors determining where the recipient site ranks in the Google search results for its target keywords.
A core method that we used to build backlinks to the HH POS website was publishing guest posts on other carefully chosen sites that include links in to a specific page on the HH POS website.
The following guest posts contain just two examples of the many backlinks we have built to the HH POS website over the past 12 months:
https://feedingtrends.com/the-power-of-computer-aided-design-cad
The data from our SEO software illustrates the scale of our backlink building campaign over the past year, with this graph showing how the number of backlinks to the HH POS website has progressively increased during this time:
Next, given that the primary territory HH POS wanted to target in their online marketing campaigns is the UK, we used several more advanced SEO techniques to better signal to Google that HH POS have an operating base in this location. This would help influence Google into ranking the HH POS website better in their search results for searches made within the UK.
Just some of the methods that we used to emphasise HH POS’s UK focus include:
- Creating a Google Business account for HH POS that contains their UK business address
- Embedding locational schema code that contains HH POS’s UK business address throughout their website
- Adding HH POS’s UK business address, and an embedded Google Map showing their location, to the footer of their website
- Adding HH POS and their UK business address to dozens of UK-based business directories
The Results:
Currently, our SEO campaign for HH POS has been running for just over 1 year (April 2023 – May 2024), and the stats from our SEO software show that over this time, traffic to the HH POS website from the Google search results has increased by 535.48%, while the number of times that the site is appearing in the Google search results to people conducting Google searches has increased by 1,071.41% over this same period:
In addition, whereas at the start of our SEO campaign the HH POS website was not ranking anywhere in Google for any of our 119 target keywords, by the end of April 2024 it ranked within the top ten search results for over 40 of our target keywords in just the UK alone:
(keywords redacted for client confidentiality)
Based on these results, and HH POS’s feedback to them, we have conducted further keyword research to identify dozens more target keywords that we will optimise their website for going forward.
We look forward to continuing our SEO campaign for HH POS by publishing new SEO-optimised pages to their website, building more backlinks to the site, and carefully tracking the progress made over time.
What HH POS Say:
‘Since partnering with R50 Marketing for our SEO needs, we’ve seen incredible progress. Our website is now generating regular inquiries from major brands in the beverage industry. The expertise and dedication of the R50 team have truly made a significant impact on our business. We’re thrilled with the results and look forward to continued success together!’
