CASE STUDY: COMPREHENSIVE SEO
Learn how New Brew built organic search success for a major medical equipement retailer.
In April of 2016, the team at a major medical retailer specializing in emergency medical equipment found themselves fighting to regain organic search market share amidst rising competition and ever-changing search algorithms. The losses in organic exposure were having a direct impact on the bottom line. After working hard with a large digital agency over the last year with limited results, they shifted to a group that could provide more hands on-support and direct access to the experts.
To develop a comprehensive SEO plan, we immediately began work on:
- Understanding the internal business culture, objectives and SEO history and status via a discovery process
- A competitive analysis/market analysis
- An SEO opportunity analysis
- A technical SEO audit
Over three months, we reviewed site data, competitive data and internal information. These focused efforts resulted in a custom SEO plan aimed at capturing short-term opportunity to stop the decline while laying the groundwork for future gains. A roadmap was developed and work began with internal teams, including developers, the VP of marketing and an internal SEO.
Our findings showed a balanced approach to SEO was in order. This meant work was spread evenly across several projects related to:
- On-page optimizations
- Content updates
- Keyword/topic integration
- Schema integration
- Title and meta tag updates
- Internal linking updates
- External link development
- Technical adjustments (including, but not limited to)
- Proper handling of mobile site/users
- Site speed improvements
- Proper redirect handling
- Crawl optimization
- Reporting and monitoring
- Work with external CRO teams to ensure healthy user engagement metrics
- Content idea generation
Over the course of a year of steady work, we achieved:
Traffic and revenue growth: 39% YOY increase in organic sessions and a 21% YOY increase in revenue.
Previous YOY comparison showed a 10% drop in organic sessions and only a 4.5% gain in revenue.
A 78% YOY growth in organic sessions and 46% rise in revenue over the last 4 months, showing great acceleration in the trend as they continue to garner more search market share.
Increase in new users: 44% increase in recorded new users YOY vs. -19% for the previous YOY comparison.
Increased exposure: Improvement in crucial keyword exposure (impressions) and average positioning.
More clicks: Improved site-wide CTR and improved bounce rates for targeted URLs.