Digital PR Awards: SEO (Search Engine Optimization)

Winner: 451 Marketing - AstraZeneca's Remedy

451 Marketing set out to put AstraZeneca Jobs at the forefront of all qualified searchers and it succeeded. Starting in August 2013, 451 Marketing prescribed a comprehensive search and social media marketing remedy to boost organic search rankings for the specific key terms potential candidates were using to find opportunities in the biopharmaceutical industry.

To increase social signaling and ensure that candidates were being reached across all platforms, the search and social teams worked together to create relevant social posts and content, making sure pages are fully optimized so web crawlers can easily find the site as it relates to specific queries or keywords.

Search Engine Optimization tactics included keyword analysis & discovery: identifying keyword phrases specific to AstraZeneca’s target audience, competitors’ target audience, keyword popularity, etc. in the UK, Sweden, and US locations; baseline reporting for visibility on top search engines; title tags, meta tags, H1 tags and body copy optimization; setting up Google Analytics and Google/Bing webmaster tools for tracking and optimization; making recommendations for UX (user experience) issues; and technical audits (400 pages, 301 redirects, title tags, descriptions, keywords optimized and formatted correctly).

The results for the integrated digital campaign were staggering: 451 Marketing has boosted the total reach search marketing efforts for AzstraZeneca Jobs to 831,261, of which 39,355 resulted from organic search. Organic traffic to AstraZeneca Jobs has increased 546% year over year, from 828 to 5,346. Unique users have increased by 490%, from 725 to 4,279 and page views have increased 531%, from 3,112 to 19,650. Average visit duration has also increased by almost 4% to over 2 minutes.

Honorable Mention:

·            University of Alberta - Dino 101 Product Marketing and Promotion