This company has been trading for over 60 years and has a well-established brick-and-mortar location in Cornwall, UK. Prior to Exposure Ninja coming onboard, the eCommerce side of the business was doing well, but the site wasn’t optimised and they were finding it hard to rank on page one of Google for many core keywords.
2. Campaign Objective
Our primary goal was to improve the number of sales each month by focusing on Conversion Rate Optimisation and on-site engagement factors. In parallel, we set out to improve the website’s ranking for high-volume warm-lead keywords, and the subsequent click-through rate (CTR) when they appeared in the Search Engine Results Pages (SERPs).
3. Campaign Strategy
The first task we completed was a full site audit to see what fixes could be implemented quickly to get the ball rolling. As the Client has both an online and offline presence, we listed the company’s details in industry-relevant directories and ensured that any existing listings were completely accurate.
Our SEO Ninja then conducted keyword research and identified which pages we needed to focus our optimisation efforts on as a priority. We made sure that all of the meta descriptions for the core pages were appealing to entice more organic traffic to the site.
Meanwhile, our Content Marketing Ninja focused on consistently creating engaging content for the on-site blog, targeting our chosen keywords, as well as securing high-value inbound links by reaching out to authoritative publications in the food and drink industry.
Alongside these changes, the Project Manager made ongoing suggestions for the continued Conversion Rate Optimisation of the website so that the Client’s development team were able to implement items as soon as they were spotted. This helped the Client’s website to make the most of the new visitors brought in by the joint SEO and Content Marketing efforts.
4. Campaign Results
Over the first seven months of the campaign, the site’s conversion rate increased by an average of 33.33% year on year. Added to an increase in organic traffic, it’s clear that our hard work on-site has been paying off.
Unit sales increased by a huge 69% compared to the same months of the previous year (which is important to take into account for a business that experiences seasonal fluctuations).
The client is also enjoying an increased average position in the search results of almost 19 places across all targeted high-volume keywords.
From our tracked keywords, seven have seen positive shifts of 75 to 95 places in the SERPs. Of course, we continue to strive to improve rankings and visibility further while working on the on-site elements that will increase the conversion rate (and, therefore, help achieve the goal of doubling the Client’s current revenue).
Want these sort of results for YOUR business?
If you’d like to discuss working together, the first step is to request a free website and digital marketing review and tell us a bit about your goals.
As well as reviewing your market and competitors, we’ll map out our suggestions for moving forward and discuss next steps, if we can help.