Alexandra Park and The Auckland Trotting Club Inc. is a 125 year old club that operates a membership based organisation which owns and operates the premier venue for Harness Racing in the North Island with 378 race meetings each year.
Auckland Trotting Club Inc. is operated by a member elected board consisting of a President, Vice-President and seven other directors. The CEO of the organisation is hired by the board and reports to the board on a monthly basis.
With an annual turnover of $22M, and an asset base of $130M, the organisation employs over 300 staff and operates a medium sized business that focuses on Harness Racing, Property Development, Venue Management via a Function Centre (with a considerable in-house Food & Beverage business), The Alex Bar and Eatery and one of the most successful TAB’s in New Zealand.
Challenge
The previous digital agency got the website a penalty with Google.
Solution
Because dodgy SEO was being undertaken with the previous company, we had to spend hours un-doing all of the negative work and submitting this directly to Google to be overseen. Changing website URL structure and increasing the backlinks to prove to Google we were doing quality work was important to remove the penalty.
Results
From 0 keywords on the front page of Google to over 30 in 4 months. We are now responsible for looking after every aspect of their digital marketing.
3%+ CTR
48% less CPA
582% ROI
From Joel
“When looking at our previous digital marketing company, we realised we weren't getting the visitors and weren't getting the leads. The thing with SEO company was they delivered results straight away,We had no keywords on the first page of Google. After 6 months with SEO company, we now have 43% of all of our keywords on the first page of Google. this was very surprising and I'm very happy”
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