U and I PLC - Bulldog

Establishing an online presence for
the UK’s regeneration property developer

key results

Building up an online presence



U and I PLC

U+I dedicate their work to regenerating and developing properties to improve communities in and around London, the South-East, Manchester and Dublin. It all began in 2015 when two companies merged together: Development Securities PLC and Cathedral Group. Now, U+I have established their well-known regeneration and property developing company that communities can rely on.

The challenge

Building a strong and trusting online presence of a newly formed company

U and I PLC approached Bulldog with the challenge of increasing their brand awareness on search engines. U and I were one of the quickest growing property developers in the UK and needed to increase their online presence to match the growth they saw in their own industry. Due to the increasing amount of branded search terms for their name, they needed to rank for all branded search terms to ensure they kept their reputation intact.

the solution

A branded link building strategy

The solution for U and I included a keyword and link building strategy. We strategised a plan that included all branded keywords, long-tail and broad. A link building and digital PR campaign were also planned out ready to start getting the U and I brand out there. Not only was a link building strategy formed, but we also completed onsite changes to titles, headings and interlinking to ensure the brand was being picked up for all keywords.

Using this research, the specialists from Bulldog were able to hone in on a few core problems they needed to address:
  • The site fell short of relevant, optimised content
  • The site’s backlink profile wasn’t as strong as it could be
  • The overall online presence was underdeveloped
  • Their site was not optimised to rank for their target keywords
To address these challenges, the team took the following actions:
Produced an onsite audit to go through all content, images, interlinking, backlinks and look at their competition.
Created relevant and shareable articles to fuel an outreach and link building campaign. Due to U and I PLC being such a new and modern company in their industry creating a digital PR campaign was very important.
To drive buy-ready leads, Bulldog built, launched, and managed a comprehensive pay-per-click campaign that zeroed in on branded keywords while continually refining ads to lower costs and maximise revenue.
All of these tasks were followed up by regular reporting and consistent improvements. In addition, Bulldog made any necessary changes to the campaign, as they learnt more about what was working best for U+I PLC.
the result

A successful branded campaign that pushed U+I to the next level

“Bulldog was brilliant throughout the whole SEO campaign. They managed to dramatically increase our organic traffic, conversion rates and rank us first for all branded keywords. Not only did they hit every goal, but they also did it all with a smile.”
Lucy Grimble
Head of Communications
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