News Article ————

Using SEO to Create Game-Changing Client Results

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Published Date 20.11.2023

KINESSO is the technology-driven performance marketing agency that sits at the very heart of IPG Mediabrands, providing actionable growth for both agency partners and clients. 

Launched in September 2023, the new KINESSO entity brings together the collective power of IPG Mediabrands’ legacy agencies: the performance marketing specialists at Reprise, the data and technology capabilities of Kinesso and the addressable expertise of Matterkind.  

Fuelled by a deep understanding of consumer behaviour, KINESSO has extensive offerings spanning performance marketing, including the activation of media channels and performance marketing solutions across Experience, Media, and Content; Data and technology solutions, including a Centre of Excellence for Measurement, Audience, Platforms; and a Global Capabilities Centre to support global operational excellence.

Coming just seven weeks after launching, KINESSO was even named Performance Marketing World’s Performance Agency of the Year in November 2023.

On being shortlisted at the UK Search Awards 2023, Kathy Wong, KINESSO’s SEO Associate Account Director said: “Being on the shortlist is a testament to the relentless dedication and expertise of the entire team. We are thrilled that our innovative strategies have not only driven game-changing results but are also being recognised by the industry.”

For our client Nicorette (part of Kenvue), we set out to completely recreate the site from the ground up, with SEO and experience at the forefront. First, we took a step back to decide how the site could best be structured and created an IA map, factoring in existing content. Then we conducted a content audit to understand what topics the brand should be covering on the new site, and mapped keywords to every new and existing page to ensure our top targets were covered. SEO was the backbone to the new site structure, to ensure we could incorporate all the relevant terms on each page.

The project was a roaring success, increasing organic conversions and generating additional revenue for Nicorette purely from an organic perspective.

Robert Scott, SEO Associate Account Director, said, “I have had the opportunity to work across Kenvue brands for the last three years, and this transformation project stands out as one of the most impactful to date – not only for the incredible results, but for the collaboration across several digital teams, brand teams, medical and developers. The project has helped create a blueprint for what can be achieved when all teams work together towards the same goal, and we’ve since rolled out many of the same processes for other brands and Nicorette sites across the Nordics.”

For Hiscox, organic search traffic took a hit when the business was negatively affected by the May 2022 Core Algorithm Update, particularly for their top sales-driving terms. Our main priority was to rescue commercial performance by recovering rankings quickly and getting the business back on track for year-on-year growth. To do this, we created a content-diversified strategy with a focus on optimising existing commercial content for rankings recovery and creating new informational and experience-led content in the form of blogs and claims stories.

Our enhancements across key commercial pages had an almost immediate effect – boosting Google visibility, increasing sales, and smashing targets.

On being shortlisted for these awards, Cem Ernaz, Head of Search at Hiscox said, “The KINESSO SEO team has been an amazing partner for our marketing team. Their endless energy and dedication to delivering results for Hiscox are greatly appreciated and valued. Their top-notch work deserves recognition from their peers.”

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