Analysis demonstrated that Ovarro’s media, online and social presence was behind its digital competitors, including the company’s own, now-defunct, parent brand Primayer. In three months prior to working with Stone Junction, Ovarro generated just 18 clippings — most were about the merger and rebrand.

Ovarro needed to establish itself as the new leader in remote monitoring and telemetry. Our strategy to achieve this was to break the restrictions of the traditional PESO (paid, earned, social and owned) model — in which owned media has the least potential for visibility. Instead, we planned to use search data to bolster earned, social and owned media and drive traffic to the website.

Using data from SEMRush, we determined the top 12 organic ranking keywords for the Ovarro website, which were mostly branded phrases and products such as, Tbox, Lt2 and Xilog. Each phrase had a search volume of less than 90 searches p/m and in total were estimated to generate just 69 web visitors p/m in the UK and 49 p/m in the US.

After conducting a comprehensive keyword audit, we established a set of 12 new target keywords to base the campaign on. These included broader and more searchable phrases such as data logger (2,400 p/m), remote monitoring (1,300 p/m), leak detection (31,000 p/m), telemetry (60,500 p/m) and SCADA (22,000 p/m). Based on the new keywords — none of which were ranking when the campaign began — the potential traffic estimated by SEMRush grew to 15,715 per month in the UK and 82,910 per month in the US.

The keywords provided a basis for a solid, integrated campaign. We used this data to create search-friendly content for PR, website content and socials, while executing an on-page SEO campaign to improve Ovarro’s Google ranking.