Below are a few examples of SEO campaigns that I developed and managed. As you’ll see, I’ve had great success growing my clients’ business no matter their industry.
Note: For the sake of brevity, I won’t be going into exhaustive detail concerning every element of these campaigns. Instead, I’ll highlight the major tactics I employed to drive more leads, revenue, and traffic.
I also do not display any identifiable data from any clients, and do not highlight data from any clients identified in my ‘About’ page except when referencing publicly available data.
Client 1 was an eCommerce brand with strong brand loyalty, but little brand awareness. My main focus for this campaign was to expand brand penetration knowing that once I brought visitors to the website, our odds of conversion were high.
The strategy here was two-fold: create top-of-funnel content to draw in visitors interested in the industry but not immediately looking to make a purchase, and modify the product pages to rank better for non-branded terms. For this case study, I’ll focus primarily on the content part of the campaign.
I engaged in multiple rounds of competitor and keyword research using tools like Ahrefs, Keyword Planner, BuzzSumo and BrightEdge to identify topics with significant search volume but low competition. I did this because it allowed the website to start ranking for top-funnel and long-tail keywords within weeks of launching the content.
To develop the content I worked with writers by providing them the following:
- Target keywords and synonyms
- Page title
- Headings and subheadings
- Internal links (to drive top-funnel visitors to product pages)
- Competitor examples
- Word count
At the start of the campaign, the website ranked for 46 keywords on Page 1. Midway through the campaign, the site ranked for 171 keywords on Page 1. By the end of the campaign, the site ranked for 478 keywords. This represents a 904% total increase.
Of course, while keyword rankings are great, at the end of the day I care about driving real business for my clients and helping them grow. As you can see, we saw nearly 60% revenue growth from organic search.
We also more than doubled traffic to the website from SEO, which helped grow our Paid Search remarketing audiences and our email lists.
For client 2, the primary challenge was developing an SEO strategy that worked at scale. This eCommerce brand had tens of thousands of SKUs; optimizing all of them product-by-product simply wasn’t an option.
Instead, I found during the course of my keyword research and competitor analysis that the pages that tended to rank for the biggest money-driver keywords were product category pages. Therefore, I identified the top product categories on the website and worked on optimizing those for the aforementioned keywords. These eCommerce optimizations included:
- Title tag and meta description rewrites
- Overview and Q/A content development to live on the category pages
- PageSpeed improvements, primarily image compression
As a result of these efforts, the website’s keyword rankings skyrocketed. The number of keywords the website ranked for on Page 1 increased by over 155% throughout the campaign.
The other focus of this SEO campaign was to increase sales and revenue by converting our new and existing traffic. The first step was to figure out which products to focus on. I did this by
- Identifying high-margin products and optimizing product pages using onsite-SEO best practices
- Identifying products ranking on Page 1 of Google, but in position 5 or worse
With those products identified, I could work my way through them by expanding their product descriptions, adjusting metadata, improving PageSpeed, building links to the pages from manufacturer websites, and adding product schema markup.
This strategy yielded (approximately) a +10% increase in conversion rate, +15% more sales, and +25% more revenue.
Client 3 was doing a great job of driving traffic to their website, but was struggling to convert site visitors into paying customers. Thus, my focus was optimizing bottom-funnel product and category pages, refining the checkout process and improving user experience on mobile devices.
To improve conversion rates, a major project involved creating curated lists of products for various occasions such as Mother’s Day, Back to School, and Christmas. By highlighting related products, we were able to increase the site’s average order value. We also made changes to the product pages themselves such as making the ‘Add to Cart’ button stand out more, expanding product descriptions, and setting up product schema to make our product listings more prominent in the SERPs with review stars and pricing information, like in the example below (not the client).
For the checkout process, I found in Google Analytics that there was significant shopping cart abandonment. After diving in deeper I hypothesized that the multi-page checkout was the issue. All of their major competitors used a single page checkout, and because of Client 3’s persistent page speed issues, each additional page load was causing potential customers to give up on their purchase. Therefore, we created a single page checkout and added a PayPal option to further lower barriers to conversion.
Lastly, solving the aforementioned page speed issues was a critical part of the strategy and improving mobile UX in general. I compressed dozens of bloated images, offloaded non-essential scripts to Google Tag Manager, and helped setup Cloudflare, a CDN. We also cleaned up other mobile UX issues such as buttons that were too close together and text that was too small.
Because of these efforts, we saw tremendous success in all major eCommerce KPI’s during the campaign:
Client 1 was a location-based lead-gen client looking to increase its qualified leads, but it wasn’t seeing enough success from its current SEO efforts.
During the campaign, the client saw a 115% increase in qualified leads from SEO.
Let’s explore how we got there.
After conducting a comprehensive technical and content audit, we uncovered several significant issues holding back the website’s ability to rank for important keywords. I prioritized fixing 2 main issues:
- The website didn’t have any location pages built to target keywords like ‘service in city’.
- The top traffic-driving page was not setup to actually convert visitors into customers.
I worked with Client 1 to create location pages that highlighted the work they did in each city/region, used high-intent keywords and their synonyms in the content, and placed compelling calls-to-action (CTAs) in order to convert visitors into leads as soon as possible.
As for improving CVR on their top landing page, my tactics included:
- Improving page speed on mobile and desktop
- Rewriting the content to include more calls-to-action as opposed to being purely informational
- Breaking up the content into smaller chunks with bold headers, to make the page easier to read on mobile devices
- Setting up click-to-call functionality for phone numbers
Client 2 – InterDent Service Corporation
InterDent is a dental service organization supporting over 180+ dentist offices. To read more about this campaign, check out this case study we published about InterDent in conjunction with BrightEdge.
The first part of the SEO strategy involved merging their ~200 domains (all of which ranked for little beyond the brand and were all near-duplicates of each other) into a single domain. By migrating these properties to a new domain, we consolidated these websites’ link equity onto a single domain which led to a near-instantaneous boost to keyword rankings, and more importantly, new patients.
Within a year, we went from under 40% of offices ranking in the local 3 pack for our primary keywords (‘dentist’, ‘dentist near me’) to 98% of offices ranking in the local 3 pack.
The work I did on this campaign was recognized at the 2019 Search Engine Land Awards, where I won the award for Best Local Search Marketing Initiative – SEO.
Website migrations are one of the trickiest parts of an SEO campaign because an improper site migration can devastate your keyword rankings and thus the website’s traffic, leads, and revenue.
I’ve been involved in well over a dozen website migrations, and I even wrote the guide on properly handling them. Most of the time, the goal for the SEO expert in a site migration is to simply mitigate traffic losses since there are usually keyword ranking fluctuations for migrated websites in the weeks after launch. However, for my client Powerhouse Dynamics, we published a case study on the Wpromote website showing how traffic and keyword rankings actually improved in the weeks after launch.
You can check out the full case study here, but below is a screenshot of the results:
I was able to achieve this by consulting with the development team to ensure all SEO best practices were being followed in the design of the new website, and by setting up a proper 301 redirect map.
A 301 redirect map is a mapping of all of the URLs on the old website and their corresponding page on the new website. Without a 301 redirect map, the new website would launch without any of the built-up equity of the old site, meaning the new website would basically be starting from scratch. I used a variety of tools such as Google Analytics, Screaming Frog, Ahrefs, and Brightedge to discover all pages on the website, figure out where those pages would live on the new website, and then test to ensure that the old URLs properly 301 (i.e. permanently) redirected to the new URLs.
Since YouTube is the world’s second largest search engine, SEO experts should also be YouTube SEO experts. They should be able to devise strategies and employ tactics to increase the visibility of videos on YouTube. I’ve worked with a number of YouTube campaigns where the channels sought to increase their subscriber count and drive more traffic from their videos to their websites.
As the screenshot above shows, in just a single quarter we increased our subscriber count by 35%, and drove 67% more referral traffic to the website from YouTube. This means more people are learning about the 5.11 brand, and these people can be retargeted on social media and Google Ads.
The main tactics I used to achieve these results were:
- Joining the YouTube Partner Program, which is needed to link out to the website from i-cards and end screens
- Reconfiguring video titles to use more strategic keywords while still enticing clicks
- Expanding video descriptions to include more keywords and link out to high-converting pages on the website
- Setting up a custom watermark
- Creating end screen templates to drive different viewer actions depending on the nature of the video
Amazon is another major search engine that is continuing to grow its real estate. With nearly 50% of product searches beginning on Amazon, more businesses are realizing they need to have a presence on Amazon in order to even be considered.
Therefore, I decided I needed to become an Amazon SEO expert in order to stay competitive. In addition to developing the Amazon SEO service at Wpromote, I worked on Amazon SEO campaigns for a few different clients.
Client 1 sold health care products on their website but was looking to drive more sales on Amazon, where many of their competitors were already established.
I conducted an audit of their existing Amazon listings to figure out what might be holding them back, and the main area of opportunity I uncovered was that they weren’t leveraging A+ content on any of their product listings (also known as enhanced brand content, or EBC). Amazon claims that the presence of enhanced brand content can increase conversion rates from 3-10% on average, and generally can result in more traffic and sales.
I worked with Client 1 to develop 4 different pieces of enhanced brand content, that we could then seed across all their different product listings. I used keyword research tools to determine what keywords we should incorporate into the content – specifically, keywords we wanted to rank for on Amazon but weren’t already using in the titles and descriptions. I also went through reviews and FAQs on their product listings on Amazon and on the website to figure out what the common conversion barriers were, so that we could address them head-on in the A+ content.
After implementing the new pieces of EBC, we saw tremendous results in the first 3 weeks alone. Sales increased by 53% and traffic increased by 44%.