A strong online presence is no longer optional for businesses, even in specialised fields like coin auctioneering. Recognising this, Hosker Haynes—a respected name in the industry—teamed up with Outrank, a leading digital marketing agency, to expand their reach and engage a broader audience. In this case study we outline the steps that helped Hosker Haynes improve its digital footprint through a comprehensive strategy involving SEO, local SEO, Google My Business (GMB) optimisation, link building, citations, and high-value content.
The Challenges They Faced
Hosker Haynes had built a reputation for their coin auctions, among coin collectors and auction enthusiasts, but their digital efforts hadn’t kept pace with their market potential. Their website struggled to attract traffic, and their online presence didn’t reflect their stature in the industry.
Reaching their niche audience required a strategic approach. Unlike general retail consumers, coin collectors are highly discerning, looking for businesses that showcase expertise and trustworthiness. Hosker Haynes needed to align its digital channels to meet the specific expectations of this community while competing against more established online players.
How Outrank Addressed the Challenges
Outrank implemented a multi-channel digital strategy to address these challenges. Each component of the plan was crafted to improve visibility, establish authority, and drive traffic from both local and global audiences.
- SEO: Building a Strong Foundation
Outrank improved the Hosker Haynes website, focusing on user experience and content relevancy. Auction catalogues were redesigned to include SEO-friendly titles and descriptions, making it easier for search engines to index them. Blogs and educational content explained the art of coin collecting, rare coin histories, and expert insights, which attracted both casual hobbyists and serious collectors. - Local SEO: Connecting with the Community
By tailoring content and keywords to local audiences, Outrank ensured that Hosker Haynes was a prominent feature in regional searches. Local SEO also included optimising the website for location-based queries, such as ‘coin auctions near me’, ‘buying coins’, ‘selling coins’ or ‘ancient coins’ Additionally, location landing pages promoted events and auctions happening in their locality, driving foot traffic to in-person events. - Google My Business Optimisation
With many potential customers relying on Google to find trusted businesses, Outrank optimised Hosker Haynes’s GMB profile to perfection. They added auction dates, high-quality photos, and posts about upcoming events to keep the profile active and engaging. Encouraging satisfied clients to leave glowing reviews bolstered the business’s credibility and improved rankings in local searches. - High-Quality Link Building
Authority in the coin auction niche was established through strategic link building. Outrank partnered with respected blogs, numismatic forums, and relevant websites to secure backlinks. These efforts not only improved search engine rankings but also drove traffic from trusted sources, creating a steady stream of high-quality leads. - Citations: Consistency Across the Web
Another critical step was ensuring consistent business information across directories. Outrank corrected discrepancies in online listings, ensuring potential clients always found accurate details about Hosker Haynes. This boosted the company’s trustworthiness in the eyes of both users and search engines.
The Outcomes
Within six months, Hosker Haynes began to see measurable results:
- Significant Traffic Growth: Website traffic surged by 40%, with an increase in returning visitors and time spent on the site.
- Higher Auction Participation: Attendance at online and in-person events increased, translating into higher sales and revenue.
- Improved Local Visibility: The business consistently ranked in the top results for local searches, driving more interest from nearby collectors.
- Stronger Global Reach: Hosker Haynes started attracting international buyers, broadening their client base and reputation.
Building on the Momentum
The collaboration didn’t stop at achieving initial goals, Outrank ensured Hosker Haynes was equipped to maintain and grow its digital presence. They provided the team with actionable insights and tools to optimise content, engage with audiences, and adapt to changing SEO trends.
Regular performance reviews allowed Hosker Haynes to fine-tune their strategies. Seasonal campaigns were introduced to align with high-interest periods in the auction industry, ensuring continuous engagement and revenue growth.
Lessons for Niche Businesses
The success of Hosker Haynes highlights a critical takeaway for specialised industries: digital marketing isn’t just for big brands. A well-thought-out strategy can help even the most traditional businesses thrive online. By leveraging the power of SEO, local optimisation, and quality content, niche companies can connect with their target audience and achieve sustainable growth.
The Role of Expertise and Trust in Digital Marketing
One key element of Hosker Haynes’s strategy was showcasing its expertise in the coin-collecting domain. Through authoritative content and strong online reviews, it built trust with potential customers. This trust translated into higher engagement rates, better participation in auctions, and long-term loyalty among clients.
For businesses in niche markets, demonstrating expertise and reliability isn’t just a nice to have; it’s essential. Outrank’s targeted approach made it easier for Hosker Haynes to prove their credentials and attract the attention they deserved.
A Digital Success Story
Hosker Haynes’s partnership with Outrank is a testament to the power of strategic digital marketing. By focusing on what mattered most—visibility, engagement, and trust—they successfully bridged the gap between their traditional reputation and modern expectations. Their story inspires other niche businesses seeking to thrive in today’s competitive digital environment.
With a combination of SEO, local optimisation, and engaging content, Hosker Haynes achieved more than just increased traffic—they built a sustainable online presence that will support their growth for years to come.
