Superseding competitors digitally
Melita Limited are a highly established telecommunications company providing cable TV, mobile phone, broadband Internet and fixed-line telephone services to customers across the Maltese islands. Keen’s strategists, designers and copywriters were briefed to create content that would initiate high quality links, helping Melita Ltd rank even higher on search engines, outsmarting their competitors.
Attaining high-quality links for search engines
Melita has been at the forefront of Malta’s digital communications sector for 30 years and offers today’s customers smart business solutions and easy access to the digital world, through gigabit Internet, 5G Mobile, HD Digital Television and more. Keen were commissioned by Melita to create industry-specific, newsworthy content to attract media coverage and attain high-quality links to advance their ranking in search engines results pages. Our editorial, analytical and SEO experts needed to source and consolidate current international consumer data, before planning a strategy to maximize Melita’s international brand visibility.
Defining and designing appealing articles
Brainstorming ideas – our team decided a statistics-led media article, analysing internet prices for each country would achieve best results. Maltese consumers shop around for cost-effective internet and mobile phone bundles – but how does this compare to what overseas consumers pay, and what determining factors impact upon connectivity? Currently, the average mean internet download speed across Malta is 85.20Mbps, with Melita providing services to over 75% of Maltese households. The subject of our content perfectly aligned with our client’s business model. Adding further historical context, this campaign was active during 2021 when Maltese customers, (like many others worldwide) were coping with a global pandemic, creating a greater demand for instant digital connectivity, which was essential to how we communicated, conducted business, studied, banked, shopped, sourced entertainment, and so much more.
Currently, the average mean internet download speed across Malta is 85.20Mbps, with Melita providing services to over 75% of Maltese households. The subject of our content perfectly aligned with our client’s business model. Adding further historical context, this campaign was active during 2021 when Maltese consumers, (like many others worldwide), were coping with a global pandemic, making them ever more reliant on instant digital access and connectivity, which became fundamental to how we communicated, conducted business, studied, banked, shopped, sourced entertainment, and so much more.
So, how did Malta’s internet fees, connectivity and capability compare with other countries? Our editorial and SEO experts analysed comparison websites, academic studies and suppliers’ data, compiling up-to-date consumer information on internet prices and speeds. Yet, data-heavy articles can often seem overwhelming, and so our content writers and designers sought to free up readers ‘thinking space’ by building and embedding into the content an interactive, animated world map. The map allowed users to click on a country and access pop-up information showing their digital credentials, improving the UX journey, and visualizing data in a concise, dynamic and more achievable way.
Crafting articles to achieve optimal results
Search engine algorithms are so advanced, they can now detect link-building patterns and unnatural links. At Keen, we always advise our clients to choose quality over quantity. The aim of this Melita campaign was to secure 10 high quality links from global publications with a high PageRank status, this would boost the brand and push organic traffic to their website. A quality link from a credible publication or a trusted news source far outweighs achieving multiple links from lesser-known, more diverse websites or blogs.
Our campaign earnt Melita 14 high quality links from trusted worldwide news websites, far exceeding their initial brief. These included news titles in Spain, Peru, Romania, Zimbabwe, Colombia, and many more. Here are some examples
In addition, we saw over 1000 visitors in a week to this piece of content. This essentially PR piece now ranks on the first page of Google for high volume keywords like “internet prices around the world”, “cheapest internet in Europe” and “internet prices worldwide”.