Client: MBNA

Project: SEO Step Change

Channel: SEO

Challenge

Search marketing is a vital element of credit card marketing online, and as such the competition for sponsored links is intense, and CPCs have been rising over time. Our challenge was to grow volumes from search at a cost efficient level, by focussing on building traffic and sales from Natural search.

We proposed a Search Engine Optimisation strategy that would take MBNA from poor Natural Search visibility to top positions within the major UK & Ireland commercial search engines, to increase MBNA’s volumes from search at a lower Cost per sale.

Strategy

A phased SEO approach was planned, focussing on longer string keywords at first, to lay the foundations for improving visibility among the most competitive terms such as credit card.

Solution

The project included the reconstruction of MBNA’s core web properties ensuring search-engine-friendly architecture and content.

The third element was to implement an aggressive in-bound link building campaign to build a strong web presence within the Personal Finance sector.

Performance

Google placed mbna.co.uk in the top listing for UK brand searches within four weeks of the technical solution being implemented by US hosting company.

At 6 months MBNA UK hit top positions for the core keyword drivers ‘credit card’ and ‘credit cards’ within Microsoft Live Search 3 months ahead of schedule.

9 months into the 15 month project, MBNA is #1 in Ireland for ‘credit card deals’, #1 for ‘online business credit card’ in the UK, 9 x position #1s for MBNA’s core card and 27x #1s for business credit card across the 3 search engines.

Campaign Creative

(click thumbnail for creative example)

Paul Bennett is Head of SEO at BLM Quantum. Paul has specialised in Search Engine Optimisation for over 8 years and has extensive knowledge of natural search technology. Before joining us in early 2008, Paul was Director of Operations at web marketing consultancy NetProspect, providing SEO strategy to both agency and client.

Paul has already advised and engaged a number of Quantum clients into SEO programmes: including MBNA, Fly Thomas Cook, Domino’s Pizza, Setanta Sports, Westfield, Scotts, and Dollond & Aitchison.

We operate across every aspect of Search Engine Marketing, including both Search Engine Optimisation and Pay-Per-Click.