Camelot and ROAST worked in partnership for over 7 years, focusing on improving Share Of Search, protecting brand rankings and snippet optimisation across the organic search results.
Challenge
While Camelot were the official operator of the National Lottery many affiliate websites, publishers and lotteries from around the world have competing websites. The key challenges for ROAST was, how can organic rankings be protected across both brand and generic key phrases?
As Google evolved and more featured snippets appeared on Camelot key phrases, the challenge was to track these snippets and provide relevant content to insure factually correct information, such as results, appeared.
New products were launched, such as Dream Numbers and Set for Life, the challenge was to rank quickly before competition and not disturb existing ranking pages.
Innovation
ROAST’s approach was to improve the website’s technical foundations to allow Google to crawl, index and rank the site effectively. In addition, we provided on-site content optimisation recommendations and reporting, highlighting performance as well as their impact against external factors.
Alongside focusing directly on the Camelot brand, ROAST have developed bespoke technology solutions to closely monitor direct competitors paid media and organic peformance, to understand changes in competitor behaviour, strategy and spend, which Camelot can adopt, counter or optimise to retain and grow share of search holistically.
Our solutions and recommendations around site structure, content optimisation and schema allowed new pages to rank quicklly as new products were launched ensuring position one rankings across all brand terms.
Using daily ranking software and thousands of key phrases, we were able to identify feature snippets appearing with any incorrect results data. Using technical changes to the website and communication with Google we were able to rectify the results in a matter of hours.
Results
Through our extended relationship with Camelot we built up a deep understanding of the lottery landscape and the main factors impacting performance. This relationship only ended when Camelot lost the license to run the National Lottery, however during our tenure we are proud to have delivered some incredible results:
- Position #1 rankings across all existing brand terms and new product terms
- Ensuring all snippet information remained correct minutes after lottery results were published
- Outranking all competitors across 100% of key phrases
