Brief: Increase sales via the ServiceSeeking.com.au Blog.
Result: Within 2 months, we increased organic sales by 55% and delivered a 1,919% ROI. (That is not a typo.)
Client: ServiceSeeking.com.au is one of Australia’s leading comparison websites for homeowners and tradespeople.
How We Did It
We started work in June 2018 and really got our Mojo going in July. Even now, we’re only just ramping up. 100s more articles and image pieces will be published over the next few months.
The below chart specifically shows new jobs/income from the organic traffic into the blog.
By October we broke through a ceiling and gained a new high for the ServiceSeeking website.
How We Identified Opportunities
We first seek to understand what search engines and customers want from our client and then we work towards giving both of them exactly that.
We identify search keywords that have an opportunity for sales growth and then create and improve existing content to better meet the needs of the search engines and customers.
In the following example, this methodology shifted a good quality keyword (equivalent to user intent to purchase) 56 places from position 60 to position 4.
We repeat this same content marketing process for 100s of keywords.
Website Optimised To Increase Visibility
There’s no point generating more visitors if your website doesn’t convert at a reasonable rate.
The core product areas of ServiceSeeking are conversion machines, but the blog had been neglected.
So, we set about redesigning the blog template to include more trust components and call-to-action elements.
The first screenshot shows what the blog template generally looked like before our redesign. This layout and content is typical of most comparison website blogs.
This next screenshot illustrates how a few simple tweaks to ServiceSeeking’s blog template created a more interesting and compelling experience for the reader.
In particular, we encourage the reader to take action on 8 separate occasions throughout the article. Previously, the reader was asked to take action once, maybe twice at the most.
Katrina and the McKinnon Group team were able to analyse our competitive set and very quickly develop a content marketing strategy to separate us from our competitors, and align with the direction Google is taking us.
The content her team has developed for ServiceSeeking.com.au is first-rate, and we’ve seen organic rankings for highly prized keywords increase, driving more new visitors and signups.