Short Term Needs for a Long-Term Strategy
At The Missing Link we used our in depth knowledge of SEO to help an eCommerce start drive revenue on a newly launched product with limited budget. With their company launching in late September we had to act quick to capture consumers during the holiday buying season. Our accelerated SEO strategy exceeded all of our goals and has sustained the strong performance.
300% growth in 3 months
SEO became the top revenue driver accounting for almost 40% of total site revenue
Working with a newly launched eCommerce startup that launched we were tasked with driving awareness and revenue for the holiday season.
Timeframe: The company launched in September and needed to capture holiday shoppers.
Budget: There was no budget for faster performing channels such as paid search or social media.
Brand Name: Salt is the most popular seasoning in the world, so when a user Googles anything with the word salt in it there is a lot of competition.
New Website: Google doesn't trust new websites right away. Sites typically struggle to rank in their first year, especially when they do not have a good amount of backlinks.
At The Missing Link, we have several robust year-long SEO offerings that drive top results. However, with the sense of urgency here we needed to condense the time frame and focus first on the low hanging fruit. This approach goes against our traditional model; but we will always adapt to client needs.
Foregoing our up-front tech audit and in-depth landscape research, we initially focused on on-page optimization for branded keywords. These keywords were carefully selected so they also target the top unbranded keywords we would go after. In fact, with most startups we target keywords this way and focus on only one keyword per page. With the initial target keywords set as a combination of branded and unbranded it allows us to rank on our target branded terms and also gives us a head start on the unbranded keywords. This makes phase two of the engagement a little easier.
With the target keywords in place we begin our optimization. We started off with meta data, updating both the title tags and the meta descriptions. Although we optimize these for the target keyword of each page we also focus more on readability. The meta data is what shows up in the search engine results, so we want it to read well in order to entice a click.
After the meta data, we shifted our focus to image optimization setting both filename and alt tag descriptions of all images to target our desired keywords for the page they are on. This not only helps the page itself to rank, but enhances rankings for image search, which can also drive quality traffic.
Although we had to stray from our normal SEO strategy and focus on quick wins, we exceeded our goals in the short time frame (three months) that we had.
At the launch of their company in late September, our client had a heavy focus on paid social media. With this being a brand new company that was all that was really driving performance. When our engagement began organic was not driving any revenue at all. As you can see you in the chart to the right, by the end of the first month organic drove 16% of total revenue. That 16% remained steady through November. In December, because it can take Google a while to notice website changes, we really started to see results. Even though all channels grew and more budget was pushed into social media, our SEO performance surpassed them all. In fact, for the month of December organic drove 38% of total revenue.
While SEO is a long-term strategy that can consistently drive high ROI the strategy can be adapted to gain traction early. That is why at The Missing Link, although we focus on long-term success, we prioritize low hanging fruit to gain our clients quick wins. After quick wins are gained it is important to continue on with a stable SEO strategy. Google updates the ranking algorithm multiple times a day every single day. Without a consistent SEO strategy performance will decline as Google evolves and more competitors enter the space.