Our client, which just celebrated their 60th year in business, offers home improvement products and high-end small appliances. They wanted to build a search-friendly site that would expand their online visibility and generate more customers.ChallengesOur client had top rankings for their primary keyphrase, but was invisible for other relevant tier-one and tier-two keyphrases. Relatively few of their product pages were indexed, leading to low acquisition of long-tail traffic. Inceptor realized that their information architecture focused their link popularity on low-priority pages and limited their indexing. Furthermore, they lacked strong category pages that were relevant to customer search terms.SolutionWe analyzed the site’s HTML code, use of dynamic navigation, content and metadata, and internal and external linking structure. We designed new category-level pages that increased visibility for tier-one and tier-two keyphrases. We organized the product pages to support the link popularity of these categories and provide logical shopping paths for visitors.ResultsThe new information architecture increased the number of indexed pages and created greater visibility for both high-volume, high-competition keyphrases and for the vast numbers of long-tail keyphrases. Once the new site was launched, the client’s organic traffic increased by 60% over the previous year in the first month, and by nearly 200% within six months. The number of sales increased by 79% in the first month, and by 239% in six months.
- Partner sites that fall under the umbrella of the main company
- Micro-sites to promote different areas of the business
- Promotional sites to target specific products or audiences within the company’s vertical
The challenge with all three is to increase conversions even as the competitive nature of the multiple sites threatens to raise the cost per click (CPC).SituationA client in a highly competitive financial vertical planned to launch two micro-sites in addition to its main website. Although each of the sites varied only slightly in messaging, the intent was to raise overall conversions by appearing in more places on the first page of paid search results for the same keywords. In effect, they wanted to take these spaces away from some of their deep-pocket competitors.ChallengesWhile each site had its own unique purpose, the keyword lists for all three were exactly the same. This created a risk of driving up CPCs for the original site. In addition, the duplicate sites and keyword lists raised the potential for conflict with Google’s editorial guidelines for duplicate/mirror sites.SolutionInceptor advised the client against launching all three sites at once; instead we together decided to benchmark the original site for three months, optimize the account and use the data collected to create a plan for launching the additional sites.During the three month test, Didit worked with Google to gain approval to add the first micro-site. After the data from the initial launch was analyzed, the site was activated using the same keyword list, but with CPCs set around 30% lower than the main site. This was to ensure that there would be no direct competition among sites.After six months of running the original site and the first micro-site with the exact same keyword lists, and finding higher overall conversions, the second micro-site was launched. Originally, it was expected that it would rank lower than the first two sites, but this quickly changed when the conversion rate of the second micro-site nearly doubled that of the first. ResultsManaging an account with three sites all competing for the same keywords seemed, at least initially, to be a risky idea, but with careful planning and optimization, the strategy proved sound.
- Adding the first micro-site increased average monthly clicks by 68% while average spend increased by only 60%
- Adding the second micro-site only increased average monthly spend by 4%
- Average monthly conversions increased by a total of 114% after the second micro-site was launched
- While PPC ads may go offline due to budget constraints, organic results are available to searchers at all times. On the other hand, if organic results slip due to an algorithm change, PPC can temporarily ramp up to fill the void.
- Using PPC with well-targeted ad copy for both branded terms and some well-chosen general keywords (along with adequate negative keywords to maintain relevance) helped to attract cost-effective clicks.
- SEO techniques helped overcome the challenge encountered when Google does not display paid ads for infrequently searched, very specific keywords with a low CTR.
- Appearing in both paid and organic search results on the same page helped to boost the total click through rate.
RESULTSThe number of organic visits from non-branded search terms improved by 75% year over year. The top traffic-driving organic terms are specific technical terms, such as “ecori” and “xhoi.” Meanwhile, as a result of the first six month’s of Inceptor’s PPC campaign restructuring and optimization efforts, the paid search Click through Rate improved by 1594% while the number of impressions dropped by 80%. The well-targeted ads and better CTR improved the Google Quality Score and led to a 39% drop in CPCs and an improvement in average position from 2.7 to 2.1. The top performing non-brand PPC keywords include relatively general terms such as “enzyme,” and “gene expression,” as well as some more specific terms like “DH5.“The CMS implementation is close to completion and the redesign project is still in progress, so the full impact of applying SEO principles is yet to be realized and fully measured. And the PPC program is just getting underway, with improvements anticipated as additional optimization, Sitelinks, and testing techniques are implemented.Applying paid and organic search to the types of terms for which they are each best suited allows the client to reach the broad spectrum of biotech researchers, whether they are looking for a specific product, technical reference information about certain enzymes, or simply for a reputable source of enzyme products.