SEO and PPC Optimisation

The Brief: Last summer, ASPACE were in the market for a partner to help improve their online presence and improve conversion rates for their range of Children’s Bedroom Furniture.

They approached Graphic Alliance to see what we could do to improve their SERP ranking and raise their online profile for their range of Children’s Bedroom Solutions – with the aim of becoming the number one online destination for bedding and storage for kids – both organically and via paid search.

Project Notes: The first task we undertook was a site audit to see what was currently working and what needed improving. There was nothing drastically wrong with the site but after analysis, we decided to optimise a few areas, starting with the category landing pages which were lacking any form of description; this was followed by optimising the product pages to focus on specific keywords, and a general reorganisation of existing content to be more SEO friendly.

We set-up a blog, which hadn’t previously existed, and designed a content calendar to target more long tail search terms, working with ASPACE to create tailored blog content to help drive this traffic.

From a PPC perspective we regrouped the existing groups into more focused campaigns, separating brand and non-branded adverts and running A/B wording tests to see which adverts had a high Click Through Rate, and Conversion rate. We also introduced Bing & Yahoo ads to give them the maximum exposure.

The Result: A resounding success: ASPACE’s organic traffic has risen 21% Year on Year, while their organic transactions are up 54%. Their paid traffic is up 38% Year on Year, and the number of transactions has leapt up by 61%.