High Beech Riding School Case Study

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About Client:

High Beech Horse Riding School is located at Waltham Abbey, Essex and was established in 1970. They offer beginners and advanced courses on horse riding.

They offer different courses, targeting different segments of horse lovers including taster session, pony rides, flat lessons for beginners & advanced, lunge lessons, jumping lessons (maximum 2 ft), hacking, walkouts and short courses.

They also offer professional certificate course training including ABRS training & testing and BHS training. One can also get work experience & apprenticeships to make a career in horse riding and related fields.

They offer specially designed entertainments for children including children’s pony camps and own a pony days, children’s party gymkhanas (games on horseback).

While they have some nice offers like team building/group activities and winter indoor school hire, clients can actually gift these courses by purchasing gift vouchers from them.

Safety is guaranteed with them because they employ experienced and certified hands and take every safety precaution.

Finally, they have kept the charges low to make horse riding popular among the new generation.

The Goals:

High Beech Riding School has had a very successful offline reputation but they needed to expand their exposure so that they can get more students for their riding classes. They wanted a strong acquisition of the Essex market which has some major competitions. Their ranking should be on the top list so that they can achieve maximum exposure from Essex. This also meant that they would have excellent reviews and get prominent Google Local positioning.

Only views were not enough and they needed to convert traffic into students which implied that we would have to use landing page optimisation.

The Strategy:

Stuart Kerrs began by working on the best suitable keywords for the client. The keywords selected for the client had the highest search volume potential and more likely to convert. The right mix of generic keywords and long tail keywords were selected.

We then worked on the design of the website to make it more SEO friendly, we worked to optimise each single page by inserting commands like ALT tags for images, metadata for every single page, image compression option, header tags, title and also rich snippet optimisation.

We developed the keywords into blogs which were rich, informative and engaging and uploaded the contents onto the web page. We created a content calendar for the client and made sure that the blogs were updated on a weekly basis. We altered the horse riding courses to be able to insert keywords.

In order to obtain organic ranking, we created links under a definite link building plan which are from highly reputed websites. In order to achieve the desired results, we made use of keywords optimised blogs, articles, classifieds and press releases.

The website was consequently optimised for local keywords so that it can rank for local ranking and also we made sure it was listed on Google Business and Google Maps.

We made sure that ample of positive reviews from the clients for the site was published on Google.

The Result:

From these actions, more traffic started pouring to the website and the client started noticing these changes early on. From the list of keywords selected, 10 keyword started to be ranked on the first page within only a couple of weeks. Within a month, the traffic inflow increased by 74%. Since the CTR for the keywords was also high, more traffic started coming in. The bounce rate was decreased by 81% and this has a very positive impact on the revenue of the client and the overall SEO success. An increase of 87% of returning visitor was noted which implied that the site’s visitors approved of what they saw. Other positive indicators were the metrics for pages per session and time which showed a significant increase which once again implied engaging and happy customers.

Local SEO showed similar success and local keywords ranked prominently which lead for more and regular queries from local customers in Essex. In terms of percentage, the local traffic went up by 83%.
The end result was that the client’s online horse riding bookings and ultimately revenue increased considerably and got high ROI for the investment in digital marketing.

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