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Serverplan

Client

Serverplan

Services

ADV, SEO, Email Marketing, Spot radio

Industries

E-commerce

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About Serverplan

Serverplan, an Internet Service Provider specialising in Hosting, VPS, Dedicated Servers and Advanced Web Services, is a 100% Italian company, using innovative technologies, with a customer service and technical support rated five stars.

Serverplan and SAY, together

The Strategy for Serverplan

Together with Serverplan, we defined a brand awareness strategy on several fronts: SEO optimisation of the website, through link building and digital PR, creation of always-on ADV campaigns on different platforms, and strengthening the connection with users through more engaging newsletters.

SEO

ADV

Email Marketing, Spot radio, Video

In Practice:

  • SEO analysis and optimisation

    We revised the FAQs, improved the structured data and analysed the core web vitals to position pages in SERPs with rich snippets.

  • Email Marketing

    We created a new template, structured the welcome mail flow and designed a tone of voice in coordination with the ADV.

  • Spot radio

    We recorded a 20″ radio spot broadcast on Radio24 within the Focus Economia programme, to reach a more targeted audience.

The Results of the Strategy for Serverplan
+ 21 %

of new users

There was an increase in organic traffic thanks to SEO optimisations, which brought new visitors to the site.

+ 91 %

of conversion rate

Among the best performing newsletters in terms of revenue recorded: the “domini.it” promo by open rate and the one on the launch of the Cloud Accelerator.

+ 55 %

of revenue from ADV channels

We have added to the always-on digital campaigns during the year a number of spots on other channels, online and offline: on the radio, Spotify and YouTube.

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Newsletter with Personality

We found the right balance between promotional and informative content to be told in a more distinctive tone of voice. We took care of the restyling of the graphics and created a welcome email stream explaining the advantages of choosing Serverplan as a service provider.

The voice of Serverplan

In order to boost Serverplan’s brand awareness on other channels as well, we added audio and video spots for Spotify and YouTube during the course of the year to support the continuous ADV on Google and Facebook. Thanks to the diversification of the media, we increased searches for brand keywords and increased revenue.

SEO Cannibalisation

After implementing a rigorous SEO optimisation strategy, we observed that some blog posts had started to gain visibility on Google for some general keywords related to the product. This phenomenon led to unintended competition: blog content was “cannibalising” the product pages on the main website, ranking in their place in the search results. This required immediate action to recover the lost visibility. To solve this challenge, we conducted an in-depth analysis of the SERPs (Search Engine Results Pages) to better understand how our content was perceived by search engines. The solution identified was to integrate blog content with that of the product pages, creating unified pages that could effectively respond to both users’ search intentions (informative and transactional). The result of this strategy has been positive. Not only were we able to maintain ranking for both search intentions, but we also saw a significant increase in qualified traffic to the website, accompanied by an increase in conversions and revenue from new customers. This success highlighted the importance of dynamic and integrated content management in the context of an SEO strategy.

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