Since 1989, Gapforce has taken great pride in providing young people with exciting gap year opportunities and overseas volunteer projects. These experiences have enabled their customers to grow personally and professionally. The company aspires to make a real impact on the world.
The aim of the campaign was to outrank other brands competing in the space for all keyword opportunities and, in doing so, increase enquiries and brand awareness.
Gapforce work internationally, with multi-region websites in the UK, US, Canada and Germany. With websites dedicated to each of those regions, there was a strong need to ensure their international SEO was in good health as well as covering all typical SEO technical challenges.
Because Gapforce offer a wide range of gap year packages across multiple territories, it was essential that we concentrated on all pages, not just the main pages. In doing so, we ensured that activity was balanced across all possible gap year location keywords.
What we delivered
The approach started with setting the site up for SEO success. Vigorous keyword research and content analysis resulted in is carving out a space for each page to rank without overlap (aka “cannibalisation”). Meanwhile, the technical audit raised recommendations against international SEO best practice, URL handling, redirects, meta data and code optimisation to name but a few.
In the creative content space, we’ve delivered two exciting pieces – “Which Gap Year Program Is Right For Me?” and “10 Benefits of Volunteering Abroad”. Both pieces have been eagerly cited as valuable resources across travel and student websites and cleverly, both appear in search results for their respective keywords, driving additional, incremental traffic.
Great SEO campaigns require a diverse array of strategies. Our varied approach has resulted in fantastic levels of new visitors and leads for the company.
Increasing brand awareness online has served to support the company’s wider marketing goals.