Lesensky.cz Marketing Dictionary
Since 2018, we have significantly strengthened our team with marketing and web specialists. As a result, we started to provide a comprehensive range of services to our clients (PR 360° concept). With the expansion of services, there was a need to boost sales and establish ourselves as specialists in the field. The most important tool that helped us achieve this goal was the SEO project “Marketing Dictionary”.
- Project, implementation, copywriting: Veronika Duchoňová
- Web implementation: Jan Polzer
- Copywriting: Daniel Zeman a Daniel Dvořák
Task & Goals
For the first 10 years on the market, we provided mainly PR services. With the expansion and development of marketing and web services, there was a need to get the new focus of the company in front of clients. The aim was to position the agency as an expert not only in PR, but also in marketing and websites. The dictionary was intended to act as a gateway for the general public to Lesensky.cz and to strengthen its position as an expertise guarantor. Individual goals included, among others, increasing organic traffic, expanding remarketing audiences, reducing advertising costs and strengthening brand awareness of Lesensky.cz. The success of the dictionary in achieving these goals is evidenced by its 2nd place in the SEO category of the WebTop100 2023 competition.
Topics & Target Groups
Lesensky.cz Marketing Dictionary is an online industry knowledge database. It is part of the Lesensky.cz website and contains 66 entries from the fields of PR, marketing, advertising and web design. The entries have been selected on the basis of search and industry relevance, while at the same time making sure that they can be connected to real products and contracts of our agency. The entries contain unique information written in an educational style and are linked to other entries.
The dictionary is aimed at 4 different target groups. The first target group includes potential clients of the agency. They are then followed by PR and marketing staff who can form an advisory role for potential clients. The third target group comprises students and juniors in PR and marketing. This target group is all about strengthening brand awareness, as they can be included in the first two target groups over time. The last group consists of the media, used to strengthen brand awareness yet again.
Visitor’s Journey
As already mentioned, the dictionary serves as a gateway for visitors to our website. The individual entries point visitors to other entries, thereby strengthening our position as an expert. But we also encourage them to convert – to demand our services. They can contact us by e-mail, by phone or by using the contact form, and the contact details are displayed twice in the texts in the form of a banner and a CTA button. In addition, the texts of the entries are linked to case studies and blog articles that provide a more detailed and expert introduction to the respective subject. If a visitor leaves the dictionary, we use their visit as an acquired audience for remarketing.
Remarketing and Performance Tracking
We provide links to case studies, professional articles and also promote our products and brand through remarketing. If a visitor does not return to us through remarketing, but searches for something related to marketing again in the future, there is a high probability that they will find us in the top search positions again. This will increase awareness of the Lesensky.cz brand and its position of an expert.
We track and evaluate dictionary performance and status using several tools (Collabim, Google Search Console, Google Analytics, Ahrefs and Sitebulb). We regularly update the entries by adding new case studies and optimize them depending on the results. This keeps them attractive to search engines and prevents them from dropping to lower positions.
TOP Search Results Positions
Before the dictionary was launched, we were not on the first page of searches for relevant PR and marketing keywords. Currently, according to Collabim data, 63% of dictionary entries are in the top 3 positions on Google and 88% of entries are in the top 10. The dictionary also increased our Google search performance twelvefold. We have grown from an average of about 200 visits per month to 2,500, the vast majority of which stem from the dictionary. Improved SEO has also reduced the cost of paid advertising by 80%. These savings make a fine example of the synergistic effect of PR and marketing.
In the two years of the dictionary’s operation, the number of domains linking to our website has doubled. Putting a link to the contact form directly on the page with entries was also helpful. We have received several immediate requests for our services.
Illustration
The marketing dictionary has confirmed that content still rules. Thanks to quality content prepared on the basis of solid analysis, we have reached the top positions on Google. For example, we even beat Wikipedia itself with the term “press release”. What more could a PR and marketing agency ask for?
Roman Kučera, CEO of Lesensky.cz