National Pen is a world class provider of customised brand enhancing merchandise to more than one million small and medium sized businesses across 22 countries, globally.
The Challenge
To further enhance and grow their European business, National Pen needed a digital partner for an online marketing strategy to focus specifically on international, multi-lingual search engine optimisation activity.
The Outcome
The approach taken by Continuum was phased and measured working closely with the National Pen team as their European digital marketing partner. Continuum, in partnership with The Digital House, devised a comprehensive European paid and organic search strategy focusing initially on the UK, German and French online business.
Full SEO implementation across their European sites is successfully driving rankings for National Pen and in turn increasing levels of qualified ecommerce traffic.
National Pen benefit from a more robust and granular PPC account structure to maximise gains from the merchant centre feed in and to optimise monthly PPC activities.
An international content marketing strategy was put in place to deliver consistent, ongoing valuable information to country specific target audiences. Content syndication and an aggressive link building focus by Continuum’s in-country specialists for Germany and France has also been a key element in the improvement of each of national pen’s localised websites.
The Results
National Pen’s German website saw a 50% increase in organic website traffic, year on year. The UK business also benefited from an increase in website traffic of over 20% year on year.
In the Clients Own Words
“Continuum have provided us with excellent SEO insights and guidance enabling National Pen to successfully climb the ladder of SEO success. As a team we have carefully worked through the levels of SEO site optimisation including content, link building and social to the point where we now have a steady rise in impressions and clicks, combined with increasingly strong levels of sales conversion.”
– Tony Bowers, International Ecommerce Manager at National Pen
