APP Protect

For over 50 years, APP has been collaborating with homeowners, landlords, estate agents, housing associations, builders, and architects in the Cambridgeshire area. Their extensive experience includes safeguarding, renovating, and expanding numerous properties. A notable point of pride for APP is the substantial portion of their new business that stems from referrals, indicating a strong track record of satisfied customers.

Scope of work
  • Website Design
  • Website Development
  • Website Management
  • Search Engine Optimisation
  • Hosting & Maintenance
  • Logo Creation
  • Graphic Design & Print
  • Digital Marketing
  • Content Creation
  • PPC Management

Digital Strategy

Brown & Brown have been assisting APP with marketing for well over a decade, initially through web development, and more recently with a full blown digital marketing package.

Having come to understand APP’s business goals and target audience over many years, we have crafted a tailor-made digital marketing strategy that aligns both with APP’s overall objectives, as well as the shifting sands of the property development market place. We have been using a comprehensive campaign of content driven search engine optimisation and pay-per-click advertising to drive this forward.

We’ve delivered a 67% increase in organic traffic, driven by a focused, long-term SEO strategy.

 

67% Organic Growth

Over the last 2 years, as recorded by Ahrefs

370% Non-Branded Keyword Growth

Over the last 2 years, as recorded by Ahrefs

Adapting to a Shifting Business Strategy

As APP’s priorities have shifted in response to market pressures and competitor activity, we’ve adapted our SEO approach to stay aligned with their evolving goals. Whether the focus has been on residential or commercial customers, we’ve worked to keep both audiences balanced in visibility and traffic growth.

Website

A recent re-development of the site has seen the structure overhauled to improve the funnelling and drive visitor enquiries. There is now a lot of variation of content to handle different user intents, as the content they land on reflects the multitude of services offered by APP’s business model.

Fixing the Structure So the Content Could Work

Before anything else, the site had to be technically sound. We worked through crawl issues, fixed indexing gaps, and cleared out broken links. Pages were grouped clearly, with internal links added where they made sense, and nothing was forced. Content was reworked to match user intent and connected back to primary service themes. It also meant we could grow traffic without adding noise.

Local SEO That Matches APP’s Physical Reach

APP works across specific areas, so we needed to make sure people searching for their services nearby could actually find them. We built location pages based on real service areas, not guesswork, and kept the copy focused on what the customer needs, not vague selling points. This was backed up by improving their Google Business Profile and adding structured data to the site. Everything was written to match the language people use when searching locally, so APP showed up where it mattered, such as on map packs, local results, and near-me searches without relying on those phrases in the content itself.