Overview
What we did
Nellions™ Moving & Relocations is the leading moving company in Kenya. But being the market leader brings with it some unique challenges.
When Nellions retained us in September 2019, they were in quite the pickle: thousands of dollars in monthly ad spend with diminishing returns, while competitors aggressively bid for their brand name on Google Ads.
Instead of continuing to pour money into unfruitful paid campaigns, Nellions sought a sustainable, long-term solution. We crafted a content-driven SEO strategy that not only defended their brand but unlocked powerful new streams of organic growth.
The first 3 Google search results for the brand’s name are ads run by Nellions’ competitors
The challenge
Competitors were running Google Ads on Nellions’ own brand name, often misleading potential clients.
Paid search budgets were high, but returns were declining.
Stopping Google Ads risked losing visibility to competitors.
The question was: Could Nellions remain the market leader without depending on paid ads?
In March 2020, with the COVID lockdowns in full-swing, Nellions ceased advertising on Google search. We looked to content marketing as an evergreen way for the brand to reach its goals organically.
our approach
At Kooni Connect, we believe SEO is not just about rankings — it’s about trust, visibility, and conversions.
Working with Nellions’ leadership team, we:
Researched and mapped out customer pain points and search intent.
Designed a content marketing pipeline tailored to decision-makers relocating homes, offices, and even pets.
Focused on bottom-of-funnel (BOFU) content, ensuring prospects found Nellions at the exact moment they needed solutions.
By consistently publishing high-value articles that answered client concerns — from pet relocation to international moving logistics — Nellions positioned itself as the most trusted voice in its industry.
the initial results
The first few blog articles were hits or misses.
Over time, however, and as we became more consistent with publishing content, we developed a system for creating content that our users found resourceful.
What did all these blogs mean for the business’ bottom line, though? Did they help it make money, or did the numbers only serve to make us feel good about our work?
Our intention when we started content marketing was to grow the Nellions brand – by reading all these helpful articles that address their concerns, Nellions’ name would be further ingrained in readers’ minds.
But how do you measure brand?
The seo formula
Our inflection point was when we discovered the power of Bottom of the Funnel content. By being able to display Nellions’ expertise at just the exact moment when the prospect needs that very pain point solved, this enormously greased the wheels for Nellions’ salespeople.
As a consequence, the conversion rate of clients who request quotations after reading blog content is 3x higher than those who only visit the homepage.
Within ayear, we were outranking entire sectors such as Furniture and Housing Finance without even trying; we just wanted to create helpful and informative content.
Here are some of Nellions’ best performing blogs in 2021:
SEO ROI
By January 2022, with a $0 advertising budget, blog content accounted for over halfof nellions.co.ke’s web traffic – up from less than 3% in August 2019:
- Website traffic rose by 64% within 1 year, even as the ad budget dropped by 70%.
- Within 12 months, Nellions was outranking entire sectors like furniture and housing finance for competitive keywords.
- Organic visibility protected Nellions from competitors’ brand-bidding strategies.
- 500%+ growth in organic traffic over four years — making organic search Nellions’ largest traffic source.
- Blog readers converted at 3x the rate of homepage visitors.
why it worked
Our SEO formula combined:
Strategic keyword research grounded in buyer psychology.
- Over 200 articles published ranging the entire marketing funnel.
Consistent, resourceful content aligned with client concerns.
Conversion rate optimisation to turn traffic into revenue.
Evergreen visibility, reducing dependence on paid ads.
This approach proved that organic growth can outlast and outperform short-term ad spend — giving corporate leaders both scalability and peace of mind.
For Nellions, SEO wasn’t just a marketing channel. It became a competitive moat — driving sustainable growth, lowering acquisition costs, and securing their position as Kenya’s top relocation brand.
At Kooni Connect, we help businesses achieve the same transformation: shifting from costly, short-term advertising cycles to scalable organic growth strategies that deliver lasting ROI.
