The Brief

Ignite SAP is a UK recruitment company whose core market is Germany. The tech recruitment specialists were seeing huge increases in demand from its clients to fill vacancies in a demand-led market, but were relying heavily on traditional recruiter outreach work to find qualified candidates to place. The business wanted to attract more expert-level candidates to their website and build content-led community model for SAP professionals. However, their website wasn’t visible, it was not ranking in Germany, and more importantly, it was not generating leads.  Ignite SAP reached out to Target with two specific business goals:

• To demonstrably grow organic rankings, traffic and leads, in both the UK and Germany, over 12 months.
• To outrank established market leaders for 50 specific long-tail keywords by Month 12.

Our Response

A key consideration for this campaign was that Ignite SAP’s core market, both for clients and candidates, was in Germany. As such, the objectives were broad but ambitious: to create an SEO strategy that would attract candidates to sign-up for the Ignite SAP community, generate those candidate sign-ups as soon as possible and, crucially, have more traffic and lead generation weighted towards Germany, than the UK. After sign-off of the SEO strategy, our first priority was to create a series of departmental and role specific orphan landing pages in the German language; as well as deploying new technology on the website to enable users to translate existing content between English & German. Phase 2 was a targeted link-building campaign using tactics such as competitor backlink replication; content syndication and digital PR - which is when IgniteSAP's results really started to snowball...

The Next Steps

The next phase of our SEO partnership with Ignite SAP, will see our team focus on Technical SEO with the aim of improving the website's Google Core Web Vitals score. Our Technical SEO Manager will be looking to reduce Largest Contentful Paint [LCP], Cumulative Layout Shift [CLS] & First Input Display [FID] scores by minimising JavaScript & CSS calls, implementing lazy loading, optimising images and other media files. We are championing a continuous improvement approach to Technical SEO, with on-going deliverables scaling at a rate aligned with Ignite's wider business growth.