Improving brand presence for a global digital security powerhouse

SEO Case Study

 

ESET UK HomepageAbout the client

ESET® is a global digital security company, protecting millions of customers and hundreds of thousands of companies worldwide for more than 30 years. They develop industry-leading cybersecurity software and services to protect businesses, critical infrastructure, and consumers worldwide from increasingly sophisticated digital threats.

 

The challenge

ESET was seeking to increase their brand presence in the UK market, with ambitious growth plans for the region. They wanted a specialist agency that would work in a collaborative fashion with their team, providing hands on guidance where needed, whilst also being proactive with identifying and resolving SEO issues.

Devise Marketing was selected for their ability to provide a 100% bespoke SEO solution. Devise Marketing’s boutique approach was seen as a strength in allowing the agency to be nimble and ensure the work was only done by highly trained SEO experts.

 

ESET Consumer SolutionsSolution

The two companies conducted an initial trial from January 2023, with Devise Marketing stepping in to aid the transition from the old SEO agency. As a result of strong performance during this time Devise Marketing was handed responsibility for all SEO activities in the UK market in August 2023.

Key tasks completed included:

  • Conducted an SEO audit and content audit to identify technical issues and provide clear guidance on how to resolve them.
  • Worked closely with the global web team to ensure the UK division was represented in important site decisions that may affect rankings and visibility in the UK market.
  • Rewrote and optimised content to ensure it was clear for users and had the best chance to rank for important keywords.
  • Resolved indexation issues caused by an incredibly large site with over 10 years’ worth of content.
  • Trained the ESET UK content team so that any new content created could follow SEO best practice.
  • Used canonicals, hreflangs and other tags to ensure UK content was not outranked by global content.
  • Researched competitors for content ideas and link building opportunities.
  • Provided guidance to the ESET UK team on any SEO or other marketing queries they had, including Paid Search, Paid Social and Content Marketing.
  • Monitored AI Overviews and the integration of ESET UK within those results. Currently working to optimise and increase those listings.

 

Results

ESET UK Business SolutionsFor the ESET UK site:

  • Increased organic traffic by 22% from 2024 to 2025, a considerable amount given the existing large amount of traffic the site received.
  • Increased organic revenue by 49.9% year on year, far exceeding the increase in traffic, by targeting a much more relevant set of customers with keywords.
  • Reduced the amount of global site pages that were outranking UK content in Google UK by 35% and continued to make gains month on month.
  • Increased appearance in SERP features, including AI Overviews, by 415%
  • Increased the rankings for 95% of all target keywords and increased average position for terms from 32.6th to 10.9th
  • As a result of the success of the project the two companies have continued to work together in to 2026.

“Working with Devise Marketing has been a pleasure and they consistently demonstrate considerable knowledge of SEO and online marketing. They have shown a deep understanding of our business and KPIs whilst working as part of our team throughout this project. We look forward to Devise Marketing’s continued work and feel well equipped to tackle the challenges brought about by AI Search and shifting consumer behaviour. We would highly recommend them for any digital marketing needs.”

Cristiana Wright
Digital Business Manager
ESET UK

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