Driving organic conversions through non-brand content

Client

Evri

Services

Content/SEO

Year

2023/24

With roots that can be traced back to 1974, Evri has grown over the last 50 years to become one of the largest parcel delivery companies in the country, with more than 26,000 couriers, and 14,000 ParcelShops and lockers. Successfully rebranding from Hermes to Evri in March 2022, Evri offers local, national, and international shipping solutions for personal consumers, as well as microshippers, and large businesses. 

The challenge

98% of Evri’s total traffic comes from branded search, and they challenged us to increase their non-brand traffic through content and tech SEO initiatives.  

 The other challenge faced is the sometimes-negative connotations surrounding Evri. It was therefore important to us, to build positive brand awareness, which in turn, would enable an increase in organic sessions and conversions.  

THE STRATEGY

We provided a multi-strand approach to content creation and optimisations, focusing on international, local, and informational content. 

To help drive international conversions, we optimised the /international-courier-service/ pages. Evri had around 25 separate pages, targeting key countries they ship to, but they weren’t performing particularly well. 

Working alongside Evri, we put these pages in order of priority, optimising the first 10 as a test. This included weaving in ‘courier’ ‘parcel’, and ‘send/sending’ + country keywords, in addition to conducting an internal link review.  

We also added in country-specific content to each page, highlighting national holidays that could affect delivery times, as well as formats for writing addresses. 

The first 10 pages of optimisations went live in October/November 2023. We then worked through the second priority batch, with content going live in December/January 2024. 

The results

If we compare stats from Q1 2024, to Q1 2023, the international courier services section on-site has seen:  

119

increase in organic sessions YoY

145

increase in new users YoY

2,285

new keywords YoY - 521 on page one

Whilst we’re unable to get YoY conversion data, we can compare Q1 2024 to the 3 months before the first batch of optimisations went live (Jul-Sep 2023): 

 

1,253

increase in organic sessions

1,452

increase in new users

56.6

increase in organic purchases

30

increase in organic product review

“Partnering with c3 has been a game-changer for the team here at Evri. Following a rebrand and domain migration at the start of 2022, we faced some difficult challenges, however c3’s targeted content and SEO strategies have helped us breathe new life into our digital presence.

When we first started working together, we set the team at c3 a challenge to increase not just keyword rankings, but to increase all the metrics that matter including traffic and revenue. c3 have delivered on these targets and more, and helped us position ourselves as a powerhouse in the parcel delivery industry.

We’re thrilled to continue this journey of success with c3 by our side.”

- Lewis FosterSEO Manager, Evri

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