In 2008, the NSPCC briefed Ambergreen on the migration of the original Childline site to the new version of the site. The challenges were to successfully migrate the site without losing, visibility and traffic and authority on the site. The success of the new site also relied upon its build being SEO friendly.
Ambergreen successfully implemented cutting edge SEO and SMO techniques to ensure that site authority was not lost and results were strong. Following implementation, there was an incline in the number of visits to the site with Monday to Friday traffic increasing significantly.
The most notable effect though is the ranking of ‘heavy issue’ keywords such as Bullying and Abuse. ‘Lighter issue’ keywords such as Racism, Exam Stress and Peer Pressure, which previously were not a focus of the campaign have seen significant improvements as well following a new focus on these terms.
By building search into the heart of the website we were able to use search to change the perceptions of children and young people towards NSPCC. This shows clearly that search is not just about driving traffic or return on investment but about fundamental business strategy and communication. Tino Nombro, ambergreen, CEO
