explore Our work

Check out some of the amazing projects we’ve helped bring to life

Local Business Explodes Traffic From 400 to 45,000

SEO Case Study

Swimming Pool Industry

In this case study, we’ll take you step-by-step on how we helped a Midwest-based pool and spa company increase their website traffic from 400 to 45,000 visitors per month.
Our agency used advanced SEO techniques and strategies to put them ahead of the competition. Keep reading to learn what we did for this growing pool and spa retailer.

Background

A pool and spa company reached out to us at the end of June 2019 with a request to expand their online presence. They are a premier pool and spa provider with one showroom based in the Midwest.
But, the company’s website also helps to educate and inform customers throughout the entire country.
They asked us to utilize targeted keywords and high-quality content to increase the sales of spas, above ground pools, saunas, endless pool fitness systems, and inground pools. We recommended that they enrol in our managed SEO program. 

The SEO Audit
Whenever a new client joins us, our first step is to do a comprehensive audit of their website to know what we’re working with.
The pool and spa company first signed up for our managed service in June 2019 when their organic traffic was about 400 visitors per month and they were ranking for a little over 2,000 keywords. This was a good start but it was clear more SEO work needed to be done.

“Easy Win” Keywords Analysis
Once we’ve audited a client’s website we can begin helping their SEO immediately by targeting “easy win” keywords.
These are keywords the client is already ranking for in SERP positions 4-30. These are keywords that Google already likes and recognizes, and by building more content and links around them, we can boost them up the rankings.
We learned that the pool and spa company was already ranking for over 1,200 of these “easy win” keywords, ranging from “resin vs steel above ground pools” in a more competitive position to “sauna fitness” on the other end of the spectrum.
Even more encouraging was how many of them had a low keyword difficulty or KD ranking. This tells us how difficult it would be for the keyword to rank in the top 10 of search results.

Competitive Gap Analysis
Before unrolling our individualized SEO strategy, we must also understand what competitor websites are doing online. These include regional and national retail websites selling pools or saunas.
Rather than doing an apples to apples comparison of keywords used, our goal with a competitive gap analysis is to identify new opportunities with keywords that are relevant to our client’s business. For example, this particular client shared 1,000 keywords with its largest online competitor. But, their competitor ranked for an additional 3,000 unique keywords.
We explored this extensive list to find new keywords we could incorporate into our strategy. One way of doing this is by writing blog posts featuring that topic and keyword.

SEO Strategy & Execution
Our strategy with the pool and spa company was to begin incorporating more high-performing organic keywords like “above ground pool” and “infrared vs. traditional sauna.” We knew this would be difficult because they’re very competitive, but we were confident our efforts would pay off in the end.

Here are other services we provided:
• Link building
• Guest posts
• Blogs

Our efforts brought in-content links back to their site. Backlinks are one of the most powerful ways to boost your SEO. DA (Domain Authority) runs from zero to 100. The higher the number, the more authoritative the site.
And blogs helped provide high-quality content to their visitors while simultaneously ranking for new keywords. Their most popular blog post was titled “Dive Into This Above Ground Pool Guide.” It described all of the above ground pool options available to customers and was responsible for a ton of organic traffic.

Campaign Results
The pool and spa company started working with us in 2019 and we made steady gains that year. But, it wasn’t until September 2020 when their traffic finally exploded.
As you can see below, their organic traffic tripled in September 2020 and has continued to increase into the new year. They now receive 45,000 visitors each month.

Early in the process of working with us, the pool and spa company requested an increase in ranking keywords. As you can see below, their organic keywords increased steadily throughout the end of 2020.
A majority of the increases were considered “easy wins” yet the number of ranked keywords in the No. 1-3 positions increased from approximately 230 in September to 360 today.

And, of course, one of the most exciting metrics for any business is the value of their organic traffic. This is the amount they would have to spend on paid advertising to get the same exposure.
Their traffic value jumped from $7,000 in September 2020 to $73,000 today.

What happened next was proof that our strategies worked for them. The company reached out to us and said they were getting too many calls and leads from around the country! Talk about good problems!
Even though their phone lines were being flooded, we helped them set up arrangements with other national companies where they could sell leads or gain referral payments. No matter what develops along the way, we try to make it work for our clients.

Takeaway
There are multiple reasons that this pool and spa company experienced such success with us. First, they enrolled in our managed SEO program, providing them with a dedicated campaign manager and access to all of the digital tools. This allowed us to customize their winning SEO strategy.
Patience and persistence were the other reasons for their impressive growth. Building up ranked keywords, links, and new content takes time. There is no guidebook about how long it takes for SEO efforts to finally kick-in. Our SEO strategies are unique to each client.
We tell clients it could take three to six months to see the fruits of our labor, but for others, it could take longer. The point is you need to be patient and persistent to ensure you don’t miss out on the big payout.
Want to learn more about how we can help you get more traffic to your website? Schedule a call with one of our digital marketing experts today!

Local Business Explodes Traffic From 400 to 45,000

PPC Case Study

Home Goods Industry

In this PPC case study we will show you how we took an existing campaign, dropped the lead cost by over 85%, saved them thousands in ad spend, and 6x’d the monthly lead count.
Want to see how we did it?

In this article, I’m going to break down the strategies that helped us turn this campaign around… AND show you how to apply these strategies to your Google Ads PPC Campaigns!
Let’s dive in!

Background
This client sells high-end specialty home goods that have prices starting at ~$5k+, so this is a lucrative market.
The website is set up as sort of an e-commerce store, with all types of products listed. Because this is such a high-end market, most people don’t just buy online, they always speak with someone to match them up with the perfect product.
They came to us for some help in reducing their lead cost, as well as delivering them a higher volume of leads while maintaining lead quality.


The Audit – Huge Opportunities Uncovered

Google Ads is sort of a land mine.
It is by far the most powerful ad platform in the world, but also has grown to be one of the most complex.
Make no mistakes about it – Google’s #1 goal is to get as much money from you as possible, seemingly without any incentive for you getting ROI.

…But that’s where we come in.
The first thing we always do is an audit of the account.

We’re looking for:

  1. Current data to gain insights from (what’s working, what’s not).
  2. Mistakes in the account or setup that lead to poor conversions.

100% of the time, no exaggeration, we find opportunities that can be improved.
To set the baseline, here’s what the account looked like when it was handed to us, before any work was done:

  • Cost: $2,020
  • Conversion Rate: 0.34%
  • Conversions: 5
  • Cost Per Conversion: $403

Right off the bat, we notice that the conversion rate is only .34% which is pretty low, and the cost per conversion is high for what’s expected.

Here are a few things we did right away to get this campaign restarted:

Know Exactly Where Every Cent Is Going With Proper Tracking
Tracking and data is the backbone of a properly setup campaign.
Without it, you can’t find out what campaigns are actually working, so you’ll never be able to make decisions about what to keep, cut, or scale!
The problem is that unless you’re an expert, it’s easy to set this up incorrectly (or not set it up at all!)
In this account, we found conversions like “All Page Views” and other settings like “Count Every Conversion” were setup and were leading to a lot of false data over the years.
For instance with the “Count Every Conversion” setting, if you click an ad once and opt in 3 times, it is counted all 3 leads when in reality we only have one lead. This is OK for purchase conversion campaigns, but not great for lead gen.

You see? There are landmines like this all over the place.

How we fix it:
We setup all new triggers and tags inside of Google Tag Manager which then sent the data back to Google Analytics and Google Ads.
We use Google Tag Manager in every account we touch so that all data is going to one place and then being properly sorted.
It is very easy to trace if there are any problems, and we only have to put one tracking code, Google Tag Manager, onto our pages.

Increasing CTR With Streamlined Ad Groups & Ad Copy
In Google ads, you have “ad groups” which include a set of keywords that your bidding on, and the ad copy that will be displayed when people use those keywords in their searches.
When users search for a certain keyword, they’re looking for something very specific and want the solution.
But when a generic ad pops up, it won’t necessarily match exactly what they are looking for, and that can increase your costs since your CTR (click through rate) is too low.
In this account, we found that a lot of the ad groups were using the same generic ad.
This is a big opportunity because 1 ad can’t show the differences in each product, highlight benefits, or characteristics of the specific product.

How we fixed it:
We created all new ads with headlines & descriptions that included the specific seed keyword in each one.
This is one of the most important steps to a high converting campaign because of how valuable the user experience is.
You don’t want someone searching for “oil changes near me” and an ad for “tire rotations” coming up.
It is completely irrelevant and won’t generate a lot of traffic.
Making this change not only increased the ad relevance score but also made the user experience seamless for what they’re searching for.
From these major optimization steps and our daily management, these are the results we saw by the end of June, 2019.

  • Cost: $1,690
  • Conversion Rate: 0.42%
  • Conversions: 7
  • Cost Per Conversion: $241

Just with these few strategies, you can see that the cost per conversion dropped over 40% since the beginning.
But we’re not done yet.

Increasing Conversions With Landing Pages
Running profitable campaigns takes a multi-faceted approach. It’s often not just what is set up in the account, but also what happens after the ad click.
A common problem that we see is that people often are driving traffic to their website, but that website isn’t as optimized as it can be for the conversion they want.
When you have a lead gen campaign going to your normal website, it’s often crowded by all sorts of distractions like navigation menus, content, and it’s not clear what you want them to do.
You see, when a visitor lands on a page, you have to make it extremely clear what you want them to do, and eliminate all other distractions.
That’s where landing pages come in.
A landing page is a page designed specifically to get conversions after an ad is clicked…
…and it can make an enormous difference in how a campaign performs!
A landing page has one primary CTA (Call To Action), the page copy is written around the customer avatar and exactly the keywords you’re bidding on, and there are no links to other destinations.
In this case, this account was sending traffic directly to their website, but there was a ton of room for conversion rate optimization.
We want people to take action now and that is what a landing page will do.

How We Fixed It
To kick this campaign up a few more notches we needed a dedicated landing page.
Over the last few years, we have ran millions of dollars in ad spend and one thing is for sure – most people are BURNING money by not using high-converting landing pages.
So we started with one of our signature landing pages that encourage traffic to opt-in to view their current inventory and pricing.
We included a simple but to the point headline, a carefully crafted benefits section, and a clear Call-To-Action, all in a well designed, beautiful landing page.
The results?

  • Cost: $1,820
  • Conversion Rate: 1.19%
  • Conversions: 32
  • Cost Per Conversion: $56.90

 

Conclusion
By setting up proper tracking, optimizing the campaign with our specific process, and implementing a focused landing page, we were able to drop their CPL (Cost Per Lead) by over 85%!
If we generated the same amount of leads we did in July for the same price as April we would have spent $12,896, vs the $1,820 that we spent.

  • Cost: $2,020
    Conversion Rate: 0.34%
    Conversions: 5
    Cost Per Conversion: $403
  • Cost: $1,690
    Conversion Rate: 0.42%
    Conversions: 7
    Cost Per Conversion: $241
  • Cost: $1,820
    Conversion Rate: 1.19%
    Conversions: 32
    Cost Per Conversion: $56.90

The great thing is we’re still not done.
Because we do daily management and ongoing optimization, we have a wealth of strategies to implement to take this campaign even farther as we get more data.
Additionally, as long as the client can handle the volume, we can work to scale it to the moon – all while maintaining a healthy CPL and lead quality.
Want us to help you with your PPC lead gen campaigns? Check out our PPC management service.

8X ROI Using Google Shopping!

PPC Case Study

Home Improvement Store

The owners of small to medium-sized home improvement stores face stiff competition.

Even when they persuade potential shoppers from going to megaretailers like Home Depot or Lowe’s, they’re still up against dozens of other smaller stores offering similar products in their community.

How are smaller businesses supposed to level the playing field? The answer is pay-per-click or PPC advertising.

Keep reading below to learn how we helped an online home improvement store to reach more customers and increase their revenue with an 8x return on investment by utilizing Google Shopping!

 

Background
This client reached out to us in March 2020. They’re located in Pittsburgh, Pennsylvania, and have been selling saloon and cafe doors online for over 40 years.

The home improvement store capitalized on the power of the internet in its early days. They had a nicely managed website but they needed help with paid ads.

They attribute 70% of their business to their e-commerce operation. The additional 30% is from foot traffic in Pittsburgh.

They were looking to increase revenue by reaching more potential customers. Specifically, their goal was to get a 5X return on investment by having the cost of ads be 20% or less of total revenue.

 

The PPC Strategy

Our main challenge was that the client felt they HAD to be on Google using shopping ads, search ads, and display ads to compete with the “big boy” competitors like Lowe’s, Home Depot, Wayfair, or Amazon.

The problem was they weren’t seeing an ROI when internally running Google Ads. And their budget was also a fraction of what the megaretailers spent.

Our team audited their live campaigns in March 2020 and found a solution. We discovered that the client had a high-performing Standard Campaign, delivering a 6X return.

We found that our client had a well-performing standard campaign that was producing a 6X return.

We immediately switched this to a Smart Shopping Campaign because it allowed for more targeted placements across Google Shopping and the Google Display Network.

The next step was to examine the data from their Standard Shopping campaign. We went down the list and only kept the high-performing products. Anything that was not being clicked on was removed from the new campaign.

Establishing a remarketing campaign is another effective way to increase revenue. This type of campaign targets past visitors who showed interest in a particular product but for whatever reason didn’t buy it.

We wanted to touch as many new and existing prospects as possible.

Touchpoints are crucial because the client’s Google Analytics data showed us that higher-priced products take weeks to sell when compared to low-price items with a much lower commitment.

Take a look below at the conversion values generated between 12-30 days after an initial touchpoint.

The client’s Google Analytics shows that products that are higher-priced take weeks to close a sale compared to low-price items which are a much lower commitment.

This remarketing campaign would be another touchpoint reminding potential customers of the item they were interested in.

 

Results
The results of this PPC campaign were better than any of us expected. In the end, we surpassed the client’s goal by delivering an 8X return on investment.

While our original audit found the Standard Campaign earning a 6X return, we were able to bump that up to over 8X by focusing on higher-priced items.

We focused on higher-priced items and were able to focus on driving a higher ROI for our client.

After switching to a Smart Shopping Campaign, we spent $22,682 on advertising and generated $180,642 in revenue.

The cost of ads was only 12.6% of the overall revenue generated versus the 20% goal they set in the beginning.

Total revenue for this client increased 77.20% ($681,591.75 vs. $384,646.68).

Here are some additional statistics to demonstrate the campaign’s success:

Unique purchases have increased 54.55%
The average price of each purchase is up almost 10% overall (9.47%)
Paid search revenue increased 81.25% ($85,214.76 to $154,448.79)

Our client was also very concerned with beating out the “big guys.” Not only did we see a large ROI, but we also beat out almost every single “big guy” on the market.

We showed this client that the right strategy can beat a bigger company and bigger budget.

 

Conclusion
PPC ads are an effective way for you to get more sales. Owners of e-commerce stores, regardless of what they’re selling, should be setting up Google Shopping Campaigns.

While it seems like the process of creating these ads is simple, it takes hours of monitoring and tweaking to perfect a campaign. The Google Shopping platform can also be complex for beginners.

Are you interested in launching or optimizing your PPC ads but you don’t know where to start?

Book a call with one of our digital marketing experts to get started.

Fitness E-Commerce Store Earns 5405.85% ROAS

PPC Case Study

Fitness Industry

With overall sales doubling to $2.3 billion in 2020, it’s safe to say that the health and fitness industry has exploded.

Gym and sports equipment companies are poised to make big profits from more people wanting to exercise at home. And with paid ads, these companies can get in front of the right customers looking to expand their home gym.

In this PPC case study, we’re going to show how we helped a fitness online retailer to optimize their Google Shopping Campaign and score a 5405.85% return on ad spend (ROAS) in only two months!

Keep reading below to learn about how we did it.

Background
We were contacted earlier this year by a fitness e-commerce store that wanted to use paid ads to expand its operation and make more sales.

The client was previously working with another agency but wanted to see more growth. Their specific request was for us to beat the old agency’s Google Ad metrics. We happily agreed to help but discovered there was an obstacle that could make it challenging to optimize their campaign.

They were not transparent with past metrics and couldn’t provide us with access to their old ads. As a brand new account, we didn’t have any past data either.

All we knew was that under the old agency the store had been averaging a 4X return, meaning for every $1,000 spent they were earning $4,000.

Our team knew we could help this client, we’d just have to put in some extra work.

 

Building Our Google Merchant Center
The first major step to a successful paid ad campaign is to make sure the products are organized, approved, and stand out from the competition. We’d have to build out their system from the ground up.

Everything was trial and error at first since we had no past data, but we finally obtained access to the client’s analytics about two months into the campaign. (Pro tip: If you ever have a fresh ad account with no data always check the analytics account. This will at least show you campaign types, ROAS, and other key metrics)

Part of the PPC campaign process is to set up the Data Feed inside of Google Merchant Center.

A Data Feed is a list of updated information about all of your products sent to Google. You can send this data from an e-commerce platform, directly add products to the Google Merchant Center, or create a feed using a content API.

Google recommends using the API if your company lists many products or you’re regularly updating inventory.

This client’s titles, descriptions, and imagery passed our pre-optimization checklist so we went ahead and uploaded everything manually to the Google Merchant Center.

You’re probably wondering why we would choose to do it manually? This allows us to make quick optimization changes down the road. However, API feeds are convenient because they automatically update any changes made in the online store.

Once the products were inputted, our next step was to connect the client’s Google Merchant Center with their ad account. By doing this the client’s nicely organized products would seamlessly route to Google Ads.

It’s also important to note that you won’t be able to run any Google Ads campaigns for your products without first uploading them to the Google Merchant Center.

Believe it or not, manually entering the product feed was the easy part. Now we had to work on optimizing their new campaigns.

Structuring the Paid Campaigns
After speaking with the client about their goals and expectations, our team settled on three strategies for increasing their revenue:

  • Google Shopping Campaign
  • Branded Search Campaign
  • Dynamic Remarketing Campaign

In case you didn’t know, a Branded Search Campaign is when you actively bid on keywords relevant to your brand. This type of campaign was requested by the reseller.

Google Shopping Campaigns are one of our go-to strategies because they usually offer lower cost-per-clicks (CPC) and deliver us pre-vetted traffic. The Dynamic Remarketing Campaigns would ensure ads are redelivered to visitors who viewed products but didn’t make a purchase. Our primary goal was to get more potential customers on the site.

The Google Shopping Campaign isn’t overly complex. We began by splitting the campaign into two and testing them both to find out which performs best.

In this case, we initiated an automated Smart Shopping Campaign, where Google’s machine learning designs ads for us, and a Standard Shopping Campaign. Over the years we’ve found that Smart Shopping Campaigns perform better.

Our theory behind this is Google’s algorithm, which allows Google to show our products to the right consumers. But, we only use these types of smart campaigns for shopping, not for lead generation or regular search ads.

The role of the Branded Search Campaign was to capture anyone who specifically searched the branded names, whether they spelled it correctly or incorrectly. And our Dynamic Remarketing Campaign was the catch-all for non-converting visitors.

Optimizing Campaigns
Once the campaigns went live it was time to start optimizing.

One of our daily optimizations is to add negative keywords to our standard campaigns. These are keywords that will prevent your ad from being triggered in the wrong kind of search.

For instance, if your company sells women’s tennis shoes you may want to add “high heels” as a negative keyword so your ad isn’t delivered to customers searching for “women’s dress shoes.”

Although you’re not bidding on specific keywords with shopping campaigns, Standard Shopping Campaigns still have the option of using negative keywords. Check out some of the negative keywords we added for this client:

Then, once we have enough data, we can turn off non-performing products. This allows us to target products that are driving new revenue.

A list of the products we paused in order to promote more revenue-driving products.

It only took us one month to notice that the Smart Shopping Campaign was killing the Standard Shopping Campaign. This is typically how long we like to collect data before making any major campaign decisions.

You can see the results below. The cost per conversion was lower and the conversion value nearly doubled the standard campaign.

What happened when we paused the client’s standard ad campaigns.

We decided to pause the standard campaign altogether and put all of our resources into the smart campaign.

For our branded campaign and dynamic campaigns we did not have many optimization options except for monitoring search terms, daily budgets, and performance.

The Results
The PPC team knew we were on the right track for this client so we let it ride with these new optimized settings.

While our goal for this campaign was to surpass a 4X return, we eventually surpassed it with a 5405.85% ROAS in the second month!

As you can see below, our client spent $1,505.11 on paid ads with a terrific return of $81,358.36 in new revenue.

We were also ecstatic about being able to build an effective campaign from the ground up with no past data to use as a benchmark and help bring our client tens of thousands of dollars in sales over two months.

Conclusion
Our experienced PPC team works with clients from a variety of industries to offer effective paid advertising solutions.

Whether new clients reach out to us about disapproved ads or have no benchmark data to work off of, we help them all get back on track.

We are able to do this because our PPC strategies are individualized for every client. We don’t have a one-size-fits-all approach. Our team follows a process based on the best practices of paid advertising and we formulate a strategy that caters to a client’s unique needs and goals.

Do you need help creating or optimizing paid ads for your e-commerce business? Book a call with one of our PPC experts to discuss what we can do for you.

Huge ROI on SEO!

SEO Case Study

Foreign Language Institute

This case study is a perfect example of just how profitable SEO can be compared to other sources.
A great SEO strategy can lead to insane ROI and that’s what we break down in this case study.
Let’s get into it!

Background
This company is unique because it’s both non-US and even Non-English – It’s a French Canadian Site.
For most of our SEO products, we work natively in English but the client was OK with that even though it’s a French site.
This was a good test to see if our strategy would hold up in a non-English use case, and it did.

SEO Audit
We always start with a full SEO audit to see what’s going on with the site.
This site had no penalties, it just wasn’t getting much traffic.
They were slightly over-optimized for their money keywords, having 1 exact match at 28% and another at 25%.
This wasn’t a big deal, as they just didn’t have many links, but still a consideration.

Keyword Research
Easy Wins – Find “Hidden Goldmines”

We always look for quick wins when doing keyword research – keywords that the site is ranking for, just not at the top. If we target these, we can usually get quick traffic wins!
This had less easy wins than some other sites, but that’s OK because it’s a local-focused site. Traffic is lower than other niches, but it will convert higher since there is higher intent.
We found 43 terms with traffic between 20 – 1000 searches a month, with CPC between .20 cents – $5 a click. We started by focusing on some high priorities around the $4-$5 a click range.

Competitive Gap
We found 31 terms their competition was targeting. These had volumes between 20 – 1,600 ms with CPC between .10 – $3.
Some of these keywords were local areas they hadn’t targeted yet, some of these were popular brand names of appliances that they work with, and some of these were great keywords for services they offer that they don’t have pages for yet, or weren’t optimizing.
We showed them all of these!

The SEO Campaign
This one was a bit different than our other case studies in that they had actually started doing SEO on their own before they hopped on our managed SEO program.
Their first order was placed in March 2016, and right after that, they got a nice bump.
For some reason, they stopped and didn’t place an order until Aug 2016:

They started ramping up orders around January 2017 with a mix of Large Diversity Links, Press Release services, etc:

Mid 2017, they hopped on our managed SEO program and we went at it more strategically:

Remember we have limited options, this is international AND foreign language, so here’s what the strategy looked like:
Months 1-3 all the same
Diversity Links
Mix of Natural, Branded, and exact match since we have control

Results
As for the results?

BOOM!
What’s even cooler is that they have spent in total, all-time with us $5,300.99.
However, Ahrefs is reporting a traffic value of $8k PER MONTH.

$8,000 per month = $96k per year they would have to spend on PPC!!

Takeaway
The takeaway from this is that consistency is key.
As you can see from the charts above, their SEO dropped off when they stopped taking action, and ramped back up when they got more consistent.
By using our SEO strategy, you can uncover big wins for consistent results.
No matter what type of business you are, we probably have a solution for you.
In addition, it’s important to not focus on tons of traffic – focus on the RIGHT TARGETED traffic.

Beauty Salon Institute Increases Keywords By 7.5X

SEO Case Study

Beauty Salon

Do colleges and training programs need to worry about SEO as much as e-commerce or repair service companies? The answer is yes.

You may not think so because they’re established organizations with hundreds of students and thousands of other prospects looking to apply each year. But, the truth is schools need to worry about SEO just as much as other businesses.

In this case study, you’ll learn how we helped a beauty salon institute in Florida to increase its organic traffic by nearly 5X and keyword totals by nearly 7.5X in 15 months!

It was all done by optimizing the institute’s website and setting them up to be an authority in the beauty industry.

Keep scrolling below to find out exactly how we did it.

Background
A premier salon institute in Florida contacted us in February 2020 for assistance with growing their keywords, web content, and organic traffic. They operate a large physical facility with a student salon clinic area featuring dozens of stations for hairstyling, manicures, pedicures, and more.

As an accredited college, the institute’s goal is to help students obtain gainful employment in the beauty industry by providing high-quality education in cosmetology.

The first thing we noticed was that their website didn’t have a blog, which was a missed opportunity for boosting SEO and establishing themselves as an authority. We also noticed they weren’t ranking for many keywords or getting as much traffic as they wanted.

The SEO Audit
Once we spoke with the client about their concerns and goals, the next step was to initiate our SEO audit. This is something we do with all new clients: a comprehensive review of traffic, keywords, positions, traffic value, and more.

We discovered that their website was launched in June 2017 and until they reached out to us in February 2020 they couldn’t seem to break through a ceiling of 250 organic monthly visitors.

The institute’s keywords had increased gradually over the first year of using their new website but those numbers remained below 500 until they started working with us.

And, finally, we learned they were having some success with obtaining backlinks from websites or articles, but we knew many more would be needed to give them the boost they were looking for.

Taking “Easy Wins” Like Fish in a Barrel
Anyone who has worked in SEO before understands it could take three months or more to see any significant results. The problem is new clients like to see the needle move when they start working with us.

For this reason, our second step after the SEO audit is to find “easy win” keywords. These are keywords that a client’s website is already ranking for in positions 4-30. All we have to do is make a few adjustments to their web copy and start capitalizing on the gains.

We found that the institute had 324 “easy win” keywords. Of these keywords, we looked for ones that had a high search volume and low keyword difficulty level. “Hair levels” for example had a search volume of 3,800 but a difficulty of 6 out of 100.

Competitive Gap Analysis
In marketing and advertising, you can learn a lot from what your competition is doing.

Our research indicated that this institute’s top competitors included other technical colleges and cosmetology programs throughout the United States. One of their Top 10 competitors, for example, ranked for 3,200 keywords that our client had not been ranking for.

Our campaign managers were able to search through these keywords and find new ones that could be added to our client’s SEO strategy. Not every keyword would work for them, but it was a good place to start generating new ideas.

Overall, this client was competing against 44 unique domains, a few of which were vying for similar students in Florida.

The SEO Campaign
Next came the exciting part. After all of our audits and research, we were able to craft an SEO strategy and implement it for this client. This strategy would need to address their lack of keywords and low website traffic.

In order to deliver the results our client wanted, we needed a long-term strategy with access to multiple products. We didn’t know whether other SEO products would be needed to accomplish our objectives.

The best way to do this was to register the client for our comprehensive managed SEO service. This provided our campaign managers with the flexibility to get the job done right and take day-to-day management out of the client’s hands. They could use this new free time to focus on their mission.

One of the first things we noticed during our consultation with this client was how they had no blog.

We helped the institute to launch its blog and started writing SEO-optimized content. Our goal was to establish them as an authority in the beauty industry and use high-ranking keywords in the copy.

The client was uncertain about how our services were going to work for their website and it took them some time to develop a schedule for uploading new blog content, but once the materials were uploaded to their site, web traffic started to soar.

Results
The campaign we started in February 2020 lasted for a total of 15 months. There was a lag from when the client started uploading the new content we provided, but you can see the spike in organic traffic in the third month.

It is important to note that most SEO campaigns can take months to take any effect, even if new content was uploaded immediately.

The client’s site was getting a little over 100 visits when they started the campaign. Today, they’re getting over 500 monthly visitors.

The same went for their ranking keywords. When the campaign started they ranked for about 200 keywords, which had been pretty steady for years. Below you can see how their keywords increased to over 1,500 in April 2021.

In the end, we increased their organic traffic by nearly 5X and keyword totals by nearly 7.5X.

Our campaign managers used a variety of SEO products to benefit the client: blogs, guest posts, video, syndication, and link building.

How do we know that our content worked? A simple search of the institute’s site indicated that the top three most popular web pages were blogs written by us. One blog on skincare even ranks in the No. 1 position for its keyword.

 

Conclusion
If there’s one thing we want you to take away from this case study, it’s that content is still king. Well-written blogs or web copy optimized for SEO can drive up your rankings and bring you more organic traffic.

This salon institute learned how valuable a new blog was to connect with prospective students. Everyone uses Google to research schools or training programs these days so it was imperative the client appeared in searches and stuck out from the crowd.

Would you like to learn more about how blogs or keyword strategies can help grow your business?

Reach out to us now and let’s chat about your business and goals for the future.

From 100 to 2500 Monthly Visitors!

SEO Case Study

E-Commerce Store

In this case study, you are going to learn how we increased an online store’s traffic by 2400%.
Ready to dive in?

Background
This is an online e-commerce store that sells items that cost between ~$50 – ~$300 dollars each. The site originally was getting no organic traffic and was mostly relying on paid traffic.
They started SEO by buying a few ala-carte SEO services but hadn’t really committed until they joined our managed SEO program.
There was a lot of opportunity for growth here!

SEO Audit
The first thing we always do is perform an SEO audit. We’re looking for anything that could prevent them from ranking.
The good thing is that this site didn’t have anything holding them back, they just didn’t have much content nor links.

Keyword Research – The “Easy Wins” Analysis
To kick off our keyword research, we always look to find keywords that they are starting to rank for, but aren’t ranking at the top of the search engines quite yet.
These are good targets because we can usually boost them up to see quicker traffic wins.
We found 76 potential targets, mostly bottom of page 1 through page 3 all with CPC between .60 and $2.50.
These URLs were a mix of product pages, category pages, and blog content.
We worked with the customer to select a few high priority targets for quick boosts!

Keyword Research – Competitive Gap Analysis
The competitive gap analysis is designed to help you find keywords that your competitors are ranking for that you currently are not.
This is a crucial step as it always helps generate new keywords that you can easily target with content.
E-commerce is a bit different than other sites with the content gap analysis. When you run it, you often get a ton of product names that you may not sell.
We work closely with the client on these and pick targets together to make sure we’re targeting keywords related to products that they have in their inventory.
We found some killer keywords where we could write long articles about!

The SEO Strategy & Execution
This was a pretty typical campaign where we built consistent content and links to the site.
For Months 1 – 3, we kept strategy the same:
1X Medium Diversity Links: We built in-content links focused on easy wins, using diverse anchor text.
4X Blog Content 1000 words: We focused on writing content targeting keywords with good volume related to the niche products.
And for the results, the traffic starts improving when we started:

Going Forward
Now we have these awesome, long-form blog content ranking (AND they are valuable pieces of content, as opposed to just product pages), we’ll be able to do some surgical link building and get these pushed up even farther.
What’s great is that we have LOTs of content to work with now… and it’s beginning to show!
By following this strategy, we see Google starting to unlock the floodgates – This is showing the massive potential that we can target coming up:

Takeaways
Ecommerce needs content, and by writing long-form blog posts, you can start ranking for your valuable keywords.
These pages are easier to rank, and you can do an internal link to your product pages. After you have the content, it makes getting good links 1000X easier!
Want to get SEO results? Check out our managed SEO program here!

752 Leads in 90 Days!

PPC Case Study

Car Dealer - Ecom

In this case study, I’m going to show you how we took a failing Google Ads campaign and turned it into an enormous success.
In fact, we were able to generate 752 leads in the first 90 days of their campaign!
Here’s how we did it:

Background
Our goal was to generate new leads and have the sales team be able to follow up with the prospect while they’re browsing the online inventory.
Before they started using our PPC management service, they had spent over $70,000 in paid ads in a little over 6 years.
They also spent tens of thousands on past agencies that, from what our client told us, “really didn’t move the needle much” for their business.

So how did we turn this campaign around?
Let’s break it down!

Uncovering A Big Tracking Issue
If you want to know if a campaign is working, you must have accurate tracking.
The first problem we encountered when auditing this account was that the tracking was not set up properly.
We saw that the tracking was reporting 10’s of thousands of leads, so that seemed off.
When we dug into it, we found that this account was counting a lead every time someone hit a general page on their site – not a thank you or confirmation page, but a general page on their website.

This resulted in the campaign reporting thousands of “leads” that didn’t actually exist!
We wiped out any irrelevant conversion actions that skewed our data and started from scratch with new conversion tracking.
Our conversion “goal” was placed on the thank you page after a lead fills out a form, so we know that we actually collected the information from the lead.

Starting Fresh With New Search Campaigns
In our campaign research process, we work with the client to figure out what are the driving levers of their business and what they want to target.
Once we decide on a theme, we’ll do competitive research to figure out what angles are used by competitors, what the offer should be, etc.
In this case, our client wanted to target a general audience looking for used vehicles in their area.
Since the previous campaign’s data was skewed, we started fresh with 2 brand new campaigns.
The first campaign was themed around “Used Cars” and the other campaign was a branded campaign.

We crafted high-converting copy for the ads and paired them with tight ad groups. We always make sure we’re using message match to get the highest CTRs!
Then we used location targeting to limit where the ads were being served to only their local area.

 

Setting Up High Converting Landing Pages
In the past, the account was driving traffic to their homepage.
This is usually not optimal for lead generation campaigns because homepages are typically not designed for conversions.
Instead, we wanted to drive traffic to very specific landing pages that matched exactly what they were searching for and were optimized to convert highly.
In this case, we developed a landing page to start based around used cars. We saw that the other competitors would send the traffic to the inventory pages because people want to browse the inventory, so this became our offer.
This landing page collects the lead’s information and offers to “view” the inventory.
That way, we collect the information upfront and the client’s sales team can follow up.

The Results
After setting up proper tracking, creating new campaigns, writing new ad copy, and creating custom landing pages, we turned on the traffic…
…and the leads started pouring in!
In fact, within 90 days we had already generated over 700+ leads!

Form Fills:
528
Phone Calls:
224
Total Leads:
752

That is not including over 1,033 site visits (Not to the landing page) and also 84 actions taken for directions.
As we optimize this existing campaign, we also have plans to expand to other vehicle type-specific landing pages (used trucks, used SUVs, etc).

Conclusion
With the right strategy, you can take a failing campaign and turn it around just like we did for this auto dealer.
If you want help turning your campaigns around, getting more leads, or getting more ROI out of your ads, check out our PPC management program!