Global Content Strategy Overhaul
NCC Group is a global expert in cybersecurity and risk mitigation, operating in 12 countries with over 2,000 employees. As a leader in the cybersecurity space, their digital presence is crucial for attracting clients, showcasing expertise, and maintaining market leadership.
Challenges.
NCC Group’s digital ecosystem had grown organically over years of acquisitions and regional expansions, resulting in a fragmented online presence spanning 17 separate websites. This fragmentation led to multiple critical issues:
- Inconsistent messaging and visual branding across different regional sites
- Varied user experiences depending on the specific site accessed
- Keyword cannibalization between regional sites
- Diluted domain authority due to content spread across multiple domains
- Duplicated efforts in content creation across regions
- Inconsistent quality and depth of content between sites
- Confusing navigation between different service offerings and regions
- Varied content management systems and technologies across sites
- Fragmented data collection across multiple properties
“Eva quickly understands and adapts to new challenges as a leader. Her transparency and empathy create a dynamic that empowers. She’s always one of the first in the know about the edge of new tech, trends, and tactics.”
Anthony Davila-Stirling / NCC Group
Approach.
Eva developed a comprehensive, multi-phase strategy to address these challenges:
Discovery and Audit Phase:
- Conducted in-depth interviews with stakeholders across all regions and departments
- Performed a comprehensive SEO audit of all 17 websites
- Analyzed user behavior through heat maps, session recordings, and funnel analysis
- Conducted competitor analysis to identify market positioning opportunities
- Performed a content audit to identify high-performing assets and content gaps
Strategy Development:
- Created a unified global information architecture
- Developed a comprehensive keyword strategy, targeting high-value industry terms
- Designed a content migration plan to preserve SEO equity
- Crafted a global content strategy aligned with business objectives and user needs
- Developed a technical SEO roadmap for the consolidated site
Implementation Planning:
- Developed a phased rollout strategy to minimize disruption to ongoing business
- Created a detailed project timeline and resource allocation plan
- Established KPIs and measurement frameworks for tracking success
Execution:
- Selected and implemented a new, scalable content management system
- Audited and categorized all existing content across 17 sites
- Designed and developed the new unified website with a focus on user experience and conversion optimization
- Launched a new blog with SEO-optimized thought leadership content
- Created comprehensive service pages that clearly communicated NCC Group’s offerings
Results.
The comprehensive digital transformation led to significant improvements:
- 560% increase in organic traffic within 2 years
- Consolidated 17 websites into one cohesive global website and brand
- Launched and established a new blog, driving significant traffic growth
- Created comprehensive content guides and trainings for consistent brand messaging
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