We recently had the pleasure of working with a company that are innovating in a new emerging market – coffee pods in e-commerce. Coffee pods are quickly gaining favour over traditional instant and ground coffee due to convenience and time. Our client is competing in a very tight market, against the market leaders and owners of a popular brand name in coffee capsules.
With high competition in one of the fastest growing markets within the e-commerce arena, search engine optimisation becomes a valuable tool to increase yield from investments in online marketing and distribution. Only three pods were being sold every day, despite an outlay of $100 dollars in advertising day-to-day. The client’s website received 40 visits a month, 30 of which were searching specifically for the brand or entering their URL directly. Our goal was to increase the sales of coffee pods by 50% by the end of the second month, while improving referral rates and external marketing.
We performed a thorough investigation of the market, analysed the main competitors, and developed a set of keyword ideas as well as a global Search Engine Optimisation plan (SEO), considering both on and off-page activities. One page of these keywords involved the site’s usability and SEO, ensuring the best possible path to conversion for our client. Our initial examination uncovered some basic problems with site load times, bad links, duplicated content, and overuse of targeted keywords. We ensured all meta tags and alt tags were formatted correctly, created channels for fresh content and analysed the cross-platform experience. From this jumping-off point we were able to work on the site’s underlying structure and ensure that our client was meeting all the requirements for good SEO.
Outside of the direct website, we went about building industry and niche citations, promoting in aggregators and local newspapers and directories. A set of videos were created to highlight the brand, uploaded to YouTube, and shared as part of a social media campaign. We worked with review sites to gain favourable appraisals from independent sources and consulted with real users in some niche forums to introduce and explain the product to potential customers. By creating articles related to the products and publishing on third party blogs we were able to drive external referral, and these were complimented by a set of engaging press releases informing customers about the company and their products.
A primary goal in any SEO campaign is an increase all-important site metrics. Metrics such as domain authority, how well a given domain is likely to rank in Google’s search results, give an indication of a successful campaign. We were hoping for an increase in the metrics provided by moz.com: MozTrust, which pertains to the “distance” of separation between a page and the source of the link and MozRank, which relates to the web page’s importance, and the popularity of links to the page. A marked improvement in backlinks from external websites as well domain-level ranking normally leads to advance in these crucial statistics.
The overall campaign was a resounding success for our client. After a month and a half, we began to see an increase across all the important metrics outlined above. The website has already seen an improvement of 123% in organic traffic coming to the site and is ranking more than 20 keywords within the first two pages. The end result for our customers is more hits, better ranking, and most importantly an increase in sales of 100%, with a jump to 6 sales a day versus the initial 3 sold when we started.
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