Conversion-Focused Content Catapults Organic’s Share of Revenue
SpotOn is an online retailer selling a GPS dog fence that allows pet owners to set invisible boundaries to any size. SpotOn came to Fire&Spark with a goal of increasing organic sales, rankings and PR opportunities.
Although SpotOn had already garnered some brand awareness, their keyword profile showed that they were not ranking for non-branded keywords and did not have strong authority. Their team also noted that organic was not one of their top revenue-generating channels, and would like to increase organic’s impact on their overall revenue. With strong players in the invisible dog fence industry, such as Invisible Fence and Halo Collar, we knew that if we were aiming to increase the site’s organic revenue, first we would need to focus on establishing more brand presence.
Solution
In order to grow brand awareness, sales, and authority, we established milestones for every phase of the project to ensure we hit our overarching goal.
First, we focused on in depth keyword research and competitor analysis to identify missed opportunities. This research showed us that SpotOn’s blog was receiving much less traffic than its competitors, while its most successful content pieces were competitor comparisons. We also identified more opportunities around product-related keywords that had high purchase intent.
We developed a SEO for Revenue strategy for SpotOn that prioritized content opportunities and authority building tactics that use a conversion-first approach. This ensured that the website was optimized to convert the users the new content and PR placements would bring in.
We also wanted to make sure that we were only creating content that would convert SpotOn’s target audience. A critical component of this strategy was curating organic target personas based on the audiences in their other marketing channels that consistently converted.
Methodology
After conducting our preliminary research and setting our milestones, we developed our project methodology to prioritize strategies that would move the needle:
- Authority building to attract relevant, high-impact backlinks, enhance SpotOn’s PR efforts, attract customers to the website and signal E.A.T. (expertise, authority, and trust) to Google.
- Target persona creation and targeting to curate content that resonates with specific segments of SpotOn’s target audience. We researched audience groups that were performing well on other channels and used that information to develop new target personas. These personas were then targeted with uniquely tailored conversion-focused content.
- Improve organic conversion rates by targeting “purchase intent” keywords and better alignment of keyword search intent with products displayed on each page. Additionally, we tailored unique CTAs to SpotOn’s target audience to ensure we hit on the pain points they cared most about.
- Target high-value purchase-intent keywords based on analysis of search results pages, search volume, competition, and relevance.
- On-page SEO to optimize existing website pages (product, category, and marketing pages) for high-value keywords, structured data (JSON-LD), improve rankings and increase conversions.
- Generate new “efficient content” to drive traffic for high-value keywords — e.g. optimized product pages, review content, SEO landing pages, and non-branded FAQs.
Results
SpotOn’s organic traffic channel has increased its impact on revenue, with organic traffic allocating for 11.9% of total revenue before our efforts and 14.1% after, nearly a 20% increase in share of revenue. Organic is now one of SpotOn’s top 3 revenue-driving channels. The website also saw a 42.7% increase in organic clicks and a 50% increase in impressions as a result of our SEO efforts.
