CASE STUDIES
B2B Case Study - CELIE & COUCH
Relaunch of a small independent fragrance retailer with poor SEO optimisation, focusing on b2b service and b2c product pages.
Client Goal:
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Diversification of revenue stream in highly competitive sector (cosmetics).
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Increased sales margin through high value b2b leadgen.
Project Duration & Core Steps:
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2 months.
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On Page/Technical SEO audit & new SEO strategy.
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Copywriting 22 pages for on-page strategy.
SEO Strategy Determined After Audit:
Cluster content strategy around b2b fragrance services, using subpages for 4 high margin b2b services and 16 target industries.
Use of competitor analysis, cross linking, and high intent keywords for each page.
SEO Results & Leadgen
Over a 6 month period;
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A 256.41% increase in website traffic, and 231.97% increase in impressions.
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Consistent page 1 ranking of competing industries pages.
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Relatively stable growth, despite a higher than normal amount of Google Core Updates.
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Increased leadgen volume/consistency, and evidenced lead conversion.
Executing SEO Strategy
Keyword Strategy:
High intent, low volume and inclusive of zero volume keywords where SERPs showed showed competitor presence.
Copywriting:
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HTML page structure and writing style in line with NLP (Natural Language Processing).
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Answering product/service queries and incorporating schema.
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Relation back to bottom line for b2b users.
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Relation back to lifestyle use cases for b2c users.
Link Building:
Crosslinking between product and service pages where relevant.
Initial Rankings:
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Ranked page 1 for main keyword on 12 of 22 b2b pages.
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Ranked page 1 for long-tail keyword on 6 of 32 b2c pages (home/product).
Leadgen & Lead Qualification
Leadgen:
Quantitative increase in b2b leadgen.
Qualitative increase in lead qualification after adjustment to contact form.
Conversion:
Lead conversion for a restaurant's brand activation and holiday marketing campaign.
Lead Conversion
Wholesale Contract:
In line with client's own pricing, a £4k contract was agreed for the holiday campaign to deliver 300 wholesale units.
Work with Maverank:
If you'd like to work with me, and would like a free SEO consultation, you can use my contact form or email hello@maverank.co.uk.
A brief summary of business goals, existing/target audience, and site issues/ performance will help me offer the best advice.
I respond within 1-2 working days.