With more than 70 years’ experience across a wide range of industries, including education, strata, retirement living and healthcare, Higgins is the preferred contractor for many businesses and organisations.
In 2017, Higgins engaged Brand chemistry to help them leverage their new HubSpot marketing platform and implement an inbound marketing strategy. Since then, Higgins’ inbound marketing revenue has grown exponentially.
We don’t like to sit still for long though, so a key opportunity identified in their 2019/20 annual report was further improving local SEO rankings.
While branded local SEO terms such as “Higgins Dandenong” were triggering the correct branch pages and often ranking in the #1 position, more general local SEO terms, such as “commercial painter dandenong” weren’t delivering results in the top 3 positions, nor were they getting high conversions.
As a result, Bc and Higgins scoped a local SEO project into the 2020/21 strategy with the aim of improving Higgins’ rankings for local keywords and optimising their branch pages for conversions.
“Local marketing is a crucial element of our overall marketing strategy,” said Nicole Carbone, Higgins’ Marketing Manager. “We wanted to further push our visibility by getting our name on page 1 of Google SERPs for a variety of keywords, so that searchers can connect with our local experts more easily.”