We helped Clover HR grow to over 25,000 monthly visitors from search traffic, transforming the company’s revenue stream by attracting people searching in London, Cardiff, Birmingham, and Manchester.
Background
Clover HR started as a local consultancy in Worcester, with just one man and a lot of ambition. Through our support, they grew into a regional — and now national — HR provider by attracting leads across key UK locations.
The Challenge
Expanding into new locations meant Clover HR needed a local SEO strategy that built strong regional signals — including reviews, location-specific content, and mentions in local publications. They needed to grow into a national brand and had to position themselves as leaders in the HR space by targeting the right audiences with relevant, authoritative content. At the top of their list were Birmingham and London, quite literally the most competitive spaces to rank at the top of Google.
How We Did It
To support Clover HR’s expansion, we built a local SEO strategy that went far beyond basic optimisation. We started with in-depth research into local search behaviour and developed tailored landing pages for each target location. We also worked on brand consistency across local listings, identified trust-building cues (like accurate contact info, opening hours, and service details), secured local PR coverage (which would later become much more important for SEO), and built strong review profiles in each region. This multi-layered approach helped Clover appear more credible and visible in location-based searches. Building those signals in four cities at once is what separates a local SEO programme from one-off optimisation.
On the content side, we carried out detailed topic and audience research to create a blog strategy that spoke directly to two key groups: business owners and employees. By covering issues relevant to both, Clover positioned itself as a well-rounded HR authority, not just locally, but nationally. This strategy drove qualified traffic, generated new enquiries, and helped build long-term trust in the brand.
Location 1 – Cardiff Rankings Before & After. ‘21+’ represents that their listing was not showing on the first page. The numbers in green represent the position on Google’s first page we secured at the end.
As their reach grew, Clover also expanded their services, and we adapted our content strategy to support that growth. We made sure their offering stayed visible and relevant as they entered new areas of HR consultancy.
We also secured high-quality backlinks from respected HR publications, boosting Clover’s authority in the eyes of both search engines and potential clients. These targeted links helped reinforce their expertise and contributed to their sustained SEO growth.
Location 2 – Manchester Rankings Before & After. ‘21+’ represents that their listing was not showing on the first page. The numbers in green represent the position on Google’s first page we secured at the end.
Location 3 – Birmingham Rankings Before & After
The tool we currently use to track keyword rankings was introduced after we had already launched in this location (Birmingham). Since Birmingham was one of the first locations we started with, ranking data wasn’t captured from the beginning. As a result, the image below doesn’t reflect the full picture — initially, the client wasn’t ranking at all for this location, but that early phase isn’t shown in the current data.
Location 4 – London Rankings Before & After
‘21+’ represents that their listing was not showing on the first page. The numbers in green represent the position on Google’s first page we secured at the end.
The Results
We helped Clover HR secure a strong online national presence in the HR industry by focusing on local SEO and creating content that answered real questions from both employers and employees. Our strategy was straightforward: build trust, deliver value, and demonstrate to Google that Clover HR is a credible, go-to expert, building lasting online authority in a highly competitive market.
By targeting local search terms, building E-E-A-T and producing helpful resources on HR challenges, we positioned them as a recognised authority, both in search results and in the eyes of potential clients.
Imagine 1 – Organic Traffic from Google Analytics Universal
The below results cover a period of time of four year:
£1 Million+
Revenue annually
1,746%
Organic traffic increase, going from 1,300 to 25,000 visitors a month
60%
Increase in time on site
