EMGE: Driving New Business

470% Organic Traffic Surge

EMGE is a leader in global market report intelligence, specialising exclusively in the paper and packaging industry. Their decades of experience, proprietary methodology, and unique insights make their reports essential for major strategic decisions across the sector (buying, selling, and planning), establishing them as world leading paper consultants. 

When EMGE first engaged us, they already commanded a strong brand presence online, with over 86% of their organic traffic driven by branded search terms. However, they faced a critical challenge: they were invisible to high-value prospects searching for non-branded, technical industry intelligence. Although their keyword impressions were significant, the majority of these non-branded impressions were positioned below the first page of search results, effectively generating zero traffic.

The objective was clear: transform EMGE's established authority into measurable, high-value organic visibility.

Phase 1: The A-Z SEO Roadmap and Audit

To diagnose the underlying issues and chart a strategic path, we performed a comprehensive A-Z SEO Audit that culminated in a detailed, actionable roadmap for the entire campaign.

1. Technical Foundation:  As we had built the website a few years earlier, the good quality structure and foundation was in still in place, but similar to taking a car to be serviced each year, a website needs to be maintained and optimised to perform its best. Changes in best practise, algorithm focus and user experience can create issues that hinder a websites performance. We worked swiftly fixing the highlighted errors and optimised the site for increased website speed.  
2. Search and Content Plan: The audit performed an in-depth keyword research report, revealing hundreds of high-value, non-branded terms where EMGE had expertise but zero ranking. We analysed current page structure, titles, and meta descriptions to align them with both user intent and our priority keywords niches. This highlighted areas for optimisation including advanced SEO techniques (rich snippets, schema mark up etc) and gaps in content.
3. Competitive Analysis: We benchmarked EMGE against major competitors, analysing their existing rankings, backlink profiles, content strategies and customer onboarding flows. This thorough process identified key areas for improvement to ensure EMGE stayed ahead of their competitors.

4. Off-Page Analysis: In conjunction with EMGE we analysing their major competitor backlink profiles which allowed us to build a targeted link-building plan focused purely on acquiring highly relevant, industry-specific backlinks to boost Domain Authority and online authority.

Phase 2: Campaign Execution and Monthly Growth

The resulting SEO Roadmap formed the basis for the SEO Campaign, starting with the foundational technical updates to improve the website's performance. Our ongoing monthly campaign focused on a variety of strategic and repetitive efforts:

1. Conversion Funnel Development: Including an easy to find (both a pop-up and clickable buttons) email capture, specifically leveraging the creation of valuable, free industry reports to convert anonymous visitors into qualified leads.
2. Fresh Content Creation: Developing new fully optimised, pillar content pages to capture the identified non-branded search terms.
3. Existing Content Updates and Optimistation: Ensuring existing content was fresh, up-to-date and relevant to the keyword niche. Including meta data updates and internal linking practises.
4. AI Optimisation: Utilising advanced AI oprimiarion incluing LLMs.txt to target citings on AI results. Focusing on highly relevant and topic news to capture this important area of search. 
5. Targeting Rich Snippets: Using Schema-Markup to target key areas in the search results, from FAQs to Articles and Local Business and more. 
6. Strategic Link Building: In conjunction with EMGE in-house team, targeted outreach to industry publications and research partners to secure authoritative links.
7. Monitoring, maintenance and reporting: Ongoing tracking of the website performance, targeting new opportunities that are highlighted, reporting and ongoing collaboration with the EMGE team to help them make the most of their online presence.

The Results: Visibility Translates to Acquisition

The systematic, persistent effort paid off dramatically. The campaign successfully shifted EMGE’s online presence from a branded dependency to a dominant organic authority in their sector. This increase in relevant traffic has done more than just boost numbers; it has fuelled new client acquisition by consistently driving essential prospects into EMGE’s lead funnel.

1. Total Keyword Impressions: +800% increase
2. Organic Traffic: +470% increase
3. Non-Branded Keyword Rankings: Significant movement into Page 1 for high-value terms.
4. Increased Revenue: Through new report sales and subscriptions

Work continues to push remaining high-traffic keywords into first-page positions and further technical evolution of the offering is planned to keep EMGE ahead of the curve in this highly competitive, data-driven market.

Feedback from EMGE

“Following Channel Digital’s creation of our new website, we commissioned Anna to undertake some SEO and the results have far exceeded our expectations. Not only are we now seeing a significantly higher number of visitors to our site than we were 12 months ago, but we have also been able to translate some of this increased traffic into higher revenue through new report sales and subscriptions. Thank you!”  Darren Clargo - Market Analyst