Lloyd's Register
Connecting with high-value prospects at scale Digital / PPC / SEO Strategy / Social Media
THE BRIEF
Positioning for scalable, sustainable growth
Lloyd’s Register is the globally recognised authority in classification and compliance. Leveraging more than 260 years of leadership in safety, innovation and sustainability, it supports clients across the marine, energy and offshore sectors.
As Lloyd’s Register sharpened its commercial focus on maritime, its team needed a partner which could help modernise its digital strategy, boosting visibility and converting that visibility into meaningful engagement with relevant, senior decision-makers. MTM was appointed to bring a joined-up approach to paid and organic search, one which was grounded in data and insight.
THE CHALLENGE
Strategically reaching the right audiences
This project was all about elevating Lloyd’s Register’s digital presence and delivering outcomes that aligned with its commercial priorities. We needed to develop a holistic view that leveraged insights across paid and organic search to support broader business goals, which were:
- Reaching decision-makers across the maritime sector
- Strengthening Lloyd’s Register’s authority as a trusted voice in the industry
- Driving qualified traffic and increasing conversions
- Improving visibility and engagement across key digital channels
The goal was clear; unite PPC, SEO, and social, and reinforce Lloyd’s Register’s authority as a maritime thought leader to build demand and strengthen engagement across high-value accounts.
THE SOLUTION
Making SEO and PPC work harder, together
Our approach focused on the sweet spot in the Venn diagram between channels, user intent and business impact.
One strategy, two engines
We started by joining the dots between organic and paid. Insights from Google Search Console revealed the search terms already performing well for Lloyd’s Register. These were used to quickly shape initial PPC campaigns, helping to drive more relevant traffic and improve conversion rates from month one. Meanwhile, data from the campaigns revealed new keyword opportunities that we fed directly into SEO planning.
Turning insight into action
By studying top-performing ads, we uncovered the themes and language that resonated most with our target audiences. These insights helped us sharpen organic content, align the messaging, and fine-tune on-page elements to better match user expectations. The result was a more connected journey, from first search to final conversion.
Boosting paid performance with SEO foundations
Organic improvements played a key role in strengthening PPC efficiency. We enhanced landing page quality, improved content structure, and increased topical authority around high-value terms. This helped lower CPCs, raise Quality Scores, and improve visibility across competitive search areas.
Fuel for Thought: A campaign brought to life through search
One area of focus was Lloyd’s “Fuel for Thought” initiative, which explored alternative fuels such as hydrogen, ammonia, methanol and LNG. After a comprehensive audit, we built keyword clusters aligned to real user queries and optimised content across the site. Updates to linking, structure and on-page content helped the campaign gain traction across search and support wider brand objectives.
Results
Supporting the broader goals
This project established a foundation that's now actively supporting Lloyd’s Register’s broader commercial goals. Search has become more than a traffic driver, it has evolved to become a key channel for brand visibility, lead quality and customer insight. The integration of PPC and SEO has massively improved campaign efficiency, but it's also helped the Lloyd’s Register team see and shape the full user journey for the first time.
Testimonial
The team's depth of expertise, agility, and strategic mindset make it more than just an agency; but an extension of our team. If you're looking for a partner that understands how search and paid marketing work smarter - not just harder - MTM should be your agency of choice.
- Christopher Perry, Senior Marketing Operations Manager, Lloyd's Register