case studies: seo and google ads

SEO CASE STUDY: the client is a successful, market-leading supplier of specialist products for the creative industry. They approached VFB Digital Marketing at the end of March 2020 to further develop their SEO strategy in light of COVID-19, with the aim of increasing organic traffic and sales for the ecommerce arm of their business.

The results (year on year): 

  • 56% increase in organic traffic

  • 117% increase in revenue from organic traffic

  • 31% increase in conversion rate for organic traffic 

  • 49% increase in traffic from brand searches

Client’s comment

The results speak for themselves.  Advertising and marketing spend is always a risk but we are delighted with the outcomes.  Vanessa’s approach has been collaborative and challenging where necessary bringing her obvious detailed experience to the project but always professional.  The outcomes have been excellent in respect of the headline figures and site development but have also had some ‘softer’ benefits, educating the team and developing our internal knowledge to understand our target audience and the different approach to communicating and marketing digitally.  We would not hesitate to recommend or use VFB Digital Marketing for our next project.

What was the objective?

To use the opportunity that COVID-19 presented to push their organic traffic and sales. The aim was to build a strong organic presence for their key categories and products in order to make the website an even more effective sales channel for them. Even though they were an existing client, the requirements were at this stage primarily focussed on delivering a better site experience and growing sales in the areas where they were currently underperforming. 

How it was delivered:

  • Improving user experience: further analysis of their ideal customer to improve user experience. The homepage in particular was missing a content-rich experience that spoke to a specific audience. We created and added branded copy which was more aligned with the users’ expectations and needs. 

  • COVID-19: the site was lacking essential information about COVID-19 and how the company was applying government guidelines with stringent health & safety measures in place. Reassuring users was paramount to maintaining trust and improving conversion.

  • Content gap analysis: we worked collaboratively with the in-house sales and IT team to identify the gaps in content across key areas of the site. A large amount of additional content, including category descriptions, was added over the last 3 months.

  • Keyword research: extensive and ongoing keyword research massively improved the likelihood of being found online by the right visitors by matching popular search queries with key brands and products, and moving important search terms on to page 1 of Google.

  • Social media strategy: supported the in-house team with better planning of social media campaigns, which were more on-brand visually but also had clear objectives.