About HKBN
Established in 1999, HKBN is a Hong Kong-based Internet, communication and telco company.
In Hong Kong, HKBN currently serves 1 in 2 active companies and 1 in 3 households.
HKBN Group is part of HKBN Ltd., which is listed on the Main Board of The Stock Exchange of Hong Kong Limited (SEHK Stock Code: 1310).
Industry
Telco / Internet
Website
www.hkbn.net
Hong Kong Broadband Network (HKBN) significantly increased new customer registrations from organic visitors using Campaign Sherpa
Challenge
Despite already serving 1 in 3 households as one of the largest residential and enterprise Internet and telecommunications service providers in Hong Kong, HKBN needed to improve online registration conversion rates to effectively register more new customers in an ultracompetitive marketing environment.
As part of their continued Digital Transformation, Conversion Rate Optimization (CRO) had become a primary business goal for HKBN.
Understanding that Search Engines are often the first digital touchpoint for potential customers, HKBN required an SEO implementation that would increase Search Engine rankings and drive more highly-qualified, relevant, unpaid traffic to key website landing pages.
Solution
A multi-lingual SEO campaign was initiated for HKBN’s residential website business unit, which featured core products and services including Broadband and Mobile. The Key phrase and competitor research performed by Campaign Sherpa’s professional services team allowed for the capture of search behavior, trends, and market demand, while the implementation of high-value long-tail key phrases across Chinese & English landing pages was optimized to drive relevant and converting traffic.
Results
HKBN increased new customer registrations by 56% from organic search visitors. Higher Search Engine rankings and organic visibility increased relevant and targeted traffic while converting registrations for HKBN’s featured residential products and services.
As a result of the successful SEO implementation, the integrated telecom giant achieved multiple primary digital KPI’s, including optimizing conversion rates on new customer registrations.
22 targeted high-value long-tail and non-branded key phrases achieved 1st page Google rankings in three months – including multiple #1 overall positions.
