Student Digs leverage the power of Digital Access to attract Leicester Students

The Solution

Student Digs’ website was originally built using a third party web builder. For the needs of SEO optimisation, the website needed to be migrated to WordPress to allow better indexing through search engines and user experience. Unity began here, by creating a bespoke website that promoted Student Digs’ property portfolio to students across Leicester. With a custom built CMS, Student Digs were now able to add properties quickly to the website. SEO foundations and technical specifications were baked into the site, optimising its organic performance from the get-go.

Following the website build, the Unity team immediately began advertising the site to new audience members via ppc, which proved fruitful in leads.

We used high converting keywords from the ppc campaign to influence organic optimisation of the website, including landing pages. We continued to use ppc campaigns during periods of last minute room availability to attract searchers looking for a hasty solution.

PPC proved very effective at driving conversions during ‘last-minute’ periods, running campaigns in August and September to attract this market. Specifically, our ppc campaign was effective in driving high quality leads to the website, which resulted in new business.

For example, our last campaign of this nature, with an ad spend of £750 over 6 weeks, gained 1.1K clicks, average cpc of £0.69 and resulted in 94 conversions; 42 of which were qualified as new business leads via contact form submissions. A fantastic result!

Over a 6 month period, our SEO optimisation and content additions, using both on-page and off-page techniques and competitor analysis, we increased the volume of Student Digs’ targeted Leicester keyword rankings by 290.48%, and increased their average position by 44.26% with 26 keywords now ranking on the first page of Google, from 7. In conversion numbers, we improved conversions by 38.4% via organic searches.