A company which advises the biggest names in British industry on how to support staff working through menopause has thanked a Long Eaton digital agency for helping it protect its place at the top of the online search rankings.
Nottingham-based Henpicked: Menopause in the Workplace says the work carried out by Repeat Digital helped defend its market-leading position online from new rival organisations seeking to claim its top spot.
Henpicked is one of the UK’s largest online communities for women who are facing or going through menopause and its sister business, Menopause Friendly, provides industry-recognised training to employers large and small under its Menopause in the Workplace brand.
It has worked with over 150 organisations as diverse as HSBC UK, Southeastern, Nottingham University Hospitals, Thames Valley Police, Alzheimer’s Society and BAE Systems, changing people’s lived experience of menopause through upskilling managers and colleagues, holding menopause awareness events, CPD training and developing eLearning and video resources.
As well as being a brand name, Menopause in the Workplace is also one of the most popular search terms used by other organisations offering a similar service and this started a bidding war on Google in order to get their adverts and website mentioned first, pushing Henpicked: Menopause in the Workplace down the rankings.
In response, Repeat Digital used its expertise to devise a campaign involving search engine optimisation to improve its ranking on Google and a pay-per-click campaign to ensure that it returned to the top of the search results and stayed there.
This work started in January last year and, despite a host of rivals entering the menopause training industry and marketing themselves online, Henpicked: Menopause in the Workplace maintained its position at the top of the search, ensuring it continued to receive enquiries as well as launch new products and events and spread the news of the valuable work that it undertakes.
Deborah Garlick, the founder of Henpicked: Menopause in the Workplace, said: “There is currently high awareness of the need for menopause training and, as a result, we have seen several new entrants to the market, especially over the past 12 months.
“Our website is our shop window and as such it is hugely important to us. When we realised we were losing ground online to competitors who were targeting our search term, we wanted to respond strongly to maintain our position and high reputation.
“We’re all pretty tech-savvy, but the algorithms in web searching change all the time so we needed experts to help us. Repeat has done a wonderful job in keeping us at the top of the search terms, which is hugely reassuring to us and a positive outcome for anyone looking for help with menopause training.”
Rob Sherwood, commercial director at Repeat Digital, said: “Getting to the top of a search results is one thing but staying there is quite another, especially in such a competitive market as menopause training for companies, which has grown enormously over the past 12 months.
“Henpicked: Menopause in the Workplace gets a significant amount of leads through its website, and so any loss of position in the search results will have a negative effect, which is why we put into place a series of tactics and also encouraged them to invest in a Google Ads campaign in order to maintain their position.
“We’re very proud of what we have achieved on their behalf during the year but we know that, with more menopause training companies likely to enter the market this year, we will have to be alert and proactive if we are to continue that success.”