Sanderson Global is a multinational corporation, with three decades of experience in deliveringhigh quality tourism and leisure destinations. The Sanderson Global team is led by anexperienced team that draws on resources from nine locations across Asia,the Middle East,and Australia, to provide clients with value added, cost effective management, and consultancysolutions.

With projects in 28 countries worldwide, Sanderson Global has been a team member involved indelivering the regions greatest touristattractions, including Disney Seas Tokyo, ShanghaiDisney, Universal Studios Singapore, Singapore River Safari, Wet’n’Wild Water Park andWarner Bros Australia, Germany and Abu Dhabi among many other prestigious projectsthroughout the world.

It’s this global reach that we saw a potential for the company to expand its reach on varioussearch engine results pages, particularly on Google. Murphy Consulting stepped in to launch acampaign that would enhance Sanderson Global’s website reach and visibility.

The first chart below shows the challenges that Murphy Consulting’s Marketing team wouldhave to face in order to fix Sanderson Global’s SEO woes. Further analysis shows the websiteas having poor SEO metrics both off-page and on-page.

As we dug further, content errors and missing tags were prevalent in most (if not all) of Sanderson’s pages. Because of this, the organic positioning of the website was non-existent. The challenge here was to at least bring Sanderson to the front page while fixing errors on all the pages that needed some more SEO juice.

Since Sanderson Global belongs in a specialized niche, Murphy Consulting had to get creative and intensive with the keywords needed for Sanderson to break free from it’s rankless rut.

The first step that had to be done was to narrow down their’ audience. Using Google’s Keyword Planner tool and Google Analytics, Murphy Consulting’s team was able to filter out the unnecessary audience and decided to focus on those strategically looking for theme park contractors and consultants. These are people who build and execute and who are looking for an expert helping hand.

The first order of business was to find out the best keywords that could point to what Sanderson Global does best—helping amusement businesses get started and run perfectly after it’s built.

Once all the necessary keywords were singled out and given appropriate ranking priority, the SEO team went on to set-up the website’s SEO tools for off-page management and better tracking of technical aspects of the website including errors, missing links, and overall website health.

We then went to work with rebuilding Sanderson’s on-page SEO metrics and making sure that it adheres to Google’s standards. We enhanced the website’s services page and added relevant content that contained the necessary keywords for it to rank. We also made sure that every main page had to be optimized with the right meta tags.

Murphy Consulting wanted more than search engine positioning for Sanderson Global. We went the extra mile by concentrating on driving conversions through its views. Just like how social media metrics measure success through clicks and engagement, we adapted that same thinking and applied it to the SEO campaign (with conversions as our main goal).

As of December 2019, Sanderson Global achieved the following SEO milestones:

30% increase in total website clicks

37% increase in click through rate

0% increase in cost per conversion

And of course, this all translated to a whopping  34% in conversions overall.