A new client, who had used other SEO firms in the past with little to no results recently brought us on to increase their organic search results. As you will see with our methodology below, we were able to increase their organic search traffic 556%. That does not mean much without sales to follow, however. In addition to the organic search traffic lift, our client also saw an increase of 63% of revenue from organic search traffic. Here’s how we did it.
We began working with a new client who sells several niche high-end products on their e-commerce site, but we apply the same methodology to all clients we work with. Local clients have different requirements, but this case study shows what kind of results can be achieved with some fundamental on-page SEO and quality link building.
The client knew they needed help with their organic search rankings because they were not ranking on page 1 for any relevant keywords. Their site was converting visitors into customers with their PPC campaign, but they wanted to increase their sales from organic search results and not rely solely on PPC. This client had worked with other SEO agencies in the past. One got them in trouble with a Google algorithm update, and the next one, who they were with when they contacted us, used a clever linking scheme between participating websites. However, they were concerned about the link network being detected by Google and getting penalized again, which was a valid concern.
The first item was to cut ties with the linking scheme. Then we began building high Domain Authority links to their site because we knew a lot of links would be lost from the linking scheme and they needed to increase their Domain Authority.
In this graphic you can see the overall number of links dropped due to lost links from the link network, but the Domain Authority increased from 27 to 30 because of the new high Domain Authority links.
Next step was keyword research. After a broad list was developed, we engaged the client in a collaborative effort to select the best keywords for their website and their business. We always want to focus on products that sell the best and bring in the most revenue, and understand which products may become obsolete or discontinued so we don’t focus on those. Once the list was culled to a manageable size, we began mapping keywords to the correct pages.
After keyword mapping comes crafting Title Tags and Meta Descriptions for the pages. Once they were reviewed and approved by the client, the tags and descriptions were implemented and that’s when we saw some significant movement in keyword ranking. I received a frantic call from the client concerned that the ranking of a certain keyword had fallen dramatically. What they hadn’t realized was that another page dramatically increased in rank for that same keyword. Previously, pages were ranking for keywords that really weren’t a good match for the page, so the keyword mapping exercise helped us straighten that out. Here is a screen shot showing the increases in a few of the keywords we are tracking for this client.
Of course, there many more on-page elements that were optimized in addition to the Title Tags and Meta Descriptions, plus we did a lot of high quality link building, but the important thing to show you are the results. Below is a chart from Google Analytics showing the increase in YOY Organic Search Traffic.
The chart shows and increase in Organic Search traffic of over 566%. While an increase in traffic is great, the only thing my client really cared about was an increase in sales. Below is a chart from Google Analytics. Because this is an ecommerce site, we were able to measure revenue tied to various traffic sources. You can see the revenue from organic search traffic was up over 63% and the number of transactions was up nearly 95%. There is not a 1:1 correlation between the increase in traffic and sales because the price point is very high and the products are in a very narrow niche. An average sale is nearly $2,000 so the coversion rate is not very high. While we are implementing some ideas to generate more sales, the increase of over 63% is a great start. And I should mention this is their slow season!
Conclusion: Our client had worked with other SEO companies who used out-dated or “blackhat” methods which got them penalized or exposed them to future penalties with link networks. This client trusted the recommendation of a reliable colleague to work with us. We’ve delivered page 1 rankings for many of the most valuable keywords in this niche which not only resulted in increased sales, but revenue that impacts their bottom line
If you are a brick and mortar jewelry store, is Blue Nile hurting your diamond engagement ring business? Would you like to know about the BlueNile.com strategy, what they are doing, how much money they are spending, where they are advertising and what you should do about it to save your business? If so, then this blog post is for you because I am about to pull the curtain back so you can see why and how BlueNile.com is hurting your business.
1) Who is Blue Nile, Inc.?
Much of the information provided in this section comes from the BlueNile.com 10K report found at http://investor.bluenile.com/sec.cfm They are publicly traded on the Nasdaq as NILE.
As of January 3, 2016, they employed 335 full-time employees and 17 part-time employees and stated “We believe that we will influence the shift to purchasing jewelry online by providing more compelling reasons to buy from us through enhancements in the online user experience”.
2) Their Competitive Advantage
If you have inventory in your store, BlueNile.com has a competitive advantage in that their “exclusive diamond supplier relationships allow us to display suppliers’ diamond inventories on the Blue Nile website for sale to consumers without holding the diamonds in our inventory until the products are ordered by customers.”
The report further states: “We generally purchase diamonds on a “just in time” basis from our suppliers when a customer places an order for a specific diamond. We then assemble the diamond with a ring, pendant or earring setting from our inventory into customized diamond jewelry according to our customer’s specifications. The finished jewelry is delivered to the customer generally within three to seven business days from the order date and within one business day for diamonds held on consignment in our fulfillment facilities.”
If a customer is in a hurry, three to seven business days may be too long to wait and the advantage may shift back to the brick and mortar retailer. But if the customer has plenty of time to plan the proposal, three to seven days may not be an issue.
3) What is Their Target Category?
BlueNile publicly states: “Our merchandise consists of engagement and non-engagement products. The engagement product category includes gold or platinum engagement rings with a diamond center stone and loose diamonds. Our non-engagement product category includes rings, wedding bands, earrings, necklaces, pendants, bracelets, gifts and accessories containing precious metals, diamonds, gemstones, or pearls. Our core business is the engagement category.” If you’re engagement ring sales have slowed over the last year, it could be because BlueNile.com is attracting and engaging (no pun intended) your prospects before they walk into your store.
For the engagement ring market, the primary demographic is 25-35 years old and about 55% male. In our informal survey, the sales funnel nearly always consisted of Pinterest (do you have Pinterest account?), sometimes Facebook and nearly always Google.
4) Who Does BlueNile.com See as Competitors?
While BlueNile.com correctly identifies a number of possible competitors, at the top of the list is independent jewelry stores. They may be as as worried about you as you are of them. If I were BlueNile.com, I would be concerned that brick and mortar retailers would make some kind of counter-move to woo potential engagement ring customers into the local stores where the rings and diamonds can be seen, touched and sized before the prospect logs onto the bluenile.com website.
5) What Are the Threats to Their Business?
In the 10K report, bluenile.com lists the following as threats to their business:
While these are some legitimate concerns, they have still enjoyed success and have made a huge impact on the American market for engagement rings. In their drive to capture more market share, the Cost Per Click in Google adwords has increase signifcantly in the last 24 months, and as other online retailers enter the market, such as www.jamesallen.com, the cost will continue to increase. This may be a “last man standing” contest similar to what we saw when Amazon first entered the market.
6) How Big Is Blue Nile?
Net sales in the U.S. increased by 1.5% to $398.2 million for the fiscal year ended January 3, 2016 compared with $392.4 million for the fiscal year ended January 4, 2015 . http://investor.bluenile.com/sec.cfm. That’s a big number, nearly $400 million.
7) How Much Does Blue Nile Spend on Marketing?
Marketing expenses for the fiscal years ended January 3, 2016, January 4, 2015 and December 29, 2013 was approximately $27.1 million, $25.0 million and $24.3 million, respectively. With a marketing budget of $25 million for print, radio, paid online ads and organinc search engine rankings. So in 2016, their budget was about $2.25 million per month. You can see from the chart above, which is from SEMRush.com, BlueNile.com is getting about 100,000 visitors per month.
8) What is Their Marketing Strategy?
BlueNile.com has started as a pure online retailer, but they have opened a couple of physical locations. Their main online strategies include search engine optimization, online videos, online display advertising, affiliate programs, direct online marketing, e-mail marketing, social networking/advertising and public relations.
9) BlueNile.com Target Cities
What cities is BlueNile.com targeting with search engine optimization (SEO)? The sitemap on their website shows they are targeting 10 cities with SEO. Here is a screenshot of their site map found at http://www.bluenile.com/sitemap.
As you can see, the top geo-targetd keywords are?
Atlanta Engagement Rings
Boston Engagement Rings
Chicago Engagement Rings
Dallas Engagement Rings
Houston Engagement Rings
Los Angeles Engagement Rings
New York Engagement Rings
Philadelphia Engagement Rings
San Francisco Engagement Rings
Washington, D.C. Engagement Rings
So if you’re in Atlanta, Boston, Chicago, Dallas, Houston, Los Angeles, New York, Philadelphia, San Francisco or Washington, DC, BlueNile.com is coming after your business by getting ranked for your “city + engagement rings”.
When clicking over the page itself, the on-page optimization is very apparent. Even though BlueNile does not have a physical presence in any of these cities (as of the writing of this blog post), they are trying to show up in the local search results ahead of the local retailers, and then drive the visitors to their main shopping pages. If BlueNile is showing before the local brick and mortar diamond stores, they may be capturing visitors that would have otherwise visited a local store.
10) Going Mobile
BlueNile.com offers a great mobile experience. How is the user experience on the mobile version of your website? If it’s not up to the standards of a user who is mostly on their smart phone, age 25-35, then the mobile version of your website may have a high bounce rate… and those users may bounce over to BlueNile.com
11) What Should You Do?
BlueNile.com has a very large budget for paid ads and the CPC continues to increase. With the CPC getting into the $10-12 ranges, how many clicks can you afford? And those are just clicks. BlueNile.com has a whole staff of progammers optimizing the user experience to maximize the conversion rate of those clicks. If you do not know your conversion rate in terms of phone calls, contact form submittals or walk-ins, Adwords can get very expensive.
Here is a basic strategy to combat the big online retailers:
Optimize your site for Google Maps and Local Search. To compete with BlueNile.com and JamesAllen.com, local retailers must come up first in the local search results, especially Google Maps. While many in the 25-35 target demographic look to websites like Pinterest to get ideas and inspiration, they nearly always go to Google to find either local or online retailers.
Get ranked in the top 3 for Google Maps in your city so you show up in the local maps results. While there are a lot of elements to this, having a complete Google My Business page is a good start.
Review the mobile experience. Up to 70% of users will be on smart phones, so if your site does not provide an excepetional user experience on mobile, visitors will click off your site. Do you know about AMP (accelerated mobile pages)?
Set up your sales funnel for your target demographic, including:
Optimize for conversions to drive prospects to contact you or visit your store. Most local diamond stores do not have an ecommerce site like BlueNile.com, and that is perfectly fine. BlueNile.com is set up as a shopping experience, whereas your site should entice propsects to contact you and visit your store. Optimizing a site for conversions is critical because there is not use driving visitors to your site if they are not impressed enough to call you, fill out a form, schedule an appointment or visit.
Measure results in several ways:
Make adjustments based on data:
Fair Warning: We are often contacted byy companies who hired a SEO agency or individual to get their site ranked for a certain keyword, but the site does not get ranked because all the links are built with the same anchor text. So beware of agencies that simply outsource the link building (although they may not tell you that is what they are doing) and have no idea what is really being done. If you end up with a bad backlink profile, your site may never make it past page two and you may end up submitting multiple “disavow” files to Google Webmaster Tools (now called the Search Console) and finally creating a new site on a new domain.
Unless you have deep enough pockets to keep up with the cost of competing with BlueNile.com and JamesAllen.com in Google Adwords, the best long term strategy is to be ranked as one of the top 3 businesses for “engagement rings” in your target market, such as Philadelphia, Houston, Chicago, Boston, or any one of the cities targeted by BlueNile. As you are making your way to the top of Google, be sure to measure your results and make adjustments.
If you would like to discuss how to successfully attract and engage new clients online, and have a stready flow of new customers on auto-pilot, contact us, call us at 678-520-9925 or schedule a no-obligation 15 minute consutation on my calendar.
Discover how to increase your sales without spending any more money on advertising.
I recently met with a prospective client who had spent about $60,000 on Google Adwords without a single new customer to show for it. It sounds incredible, but it’s true. They had a new website and paid an agency to run their Adwords campaign and based on our meeting, many of the obvious problems seem to have been addressed. For example, they tried to match their ad copy to the landing page. They created specific landing pages for each product, and so on. There didn’t seem to be any glaring problems… except one.
Many customers don’t buy the first time they see something. If you’re like me, you’ll check out their reviews, compare the product to it’s competitors and ask some friends or experts their opinion. If someone makes it to your website but doesn’t buy, that could be classified as a warm lead. After all, they went to your site for some reason and may still buy from you. But if they leave your site and forget about you, you will never make the sale.
The client I mentioned above sells software packages starting at $20,000 so their buyers are not impulse buyers. But no matter the price, it’s just too easy for visitors to leave your site to do some comparative online shopping. Staying “top of mind” is the key to closing the sale. I’ve been eyeing a GoPro camera for a long time, and I still see their ads and someday I’m sure I’ll buy one. While GoPro advertises all over the place, they know I’ve been to their website so they keep showing me ads while I surf the web.
The glaring problem of my prospect selling $20,000 systems? Once the visitors left, they had no way to target them and bring them back to the website to close the sale. That is about to change for them. Imagine spending $60,000 and not have a single email address or any other way to stay in front of your prospect. Most local business owners I work with have MUCH smaller budgets, but the traffic is just as important to their success and none of them use the most basic, inexpensive yet effective method to stay in front of their prospects.
Okay, enough with the suspense. If you really want to increase your sales without spending more on advertising, call Jeff at 678-520-9925 or email me at firstname.lastname@example.org to schedule a call or 1-1 meeting.
As a business owner, you probably get solicitation daily from companies selling advertising opportunities. I’m also guessing you’ve gotten and email like this one:
I’ve responded to emails like this to see what they have to offer. In every case, they actually did not have any data whatsoever about the website I was calling about, but they could have a salesman back to me with a proposal. Notice how the company name and phone number are not included, and a hotmail or gmail account are commonly used. If this was a legitimate business, wouldn’t they include the company name, phone number and website? These guys really belong in the SEO Hall of Shame!
And they offer a “very low price”. Low price was really possible before all the Google Panda and Penguin updates when software like SENuke could blast your site to the top. Those days are long gone. The only way to get to the top of Google is using proven “white hat” SEO, that meands good link building, good content and good on-page SEO, plus social signals.
There is one caveat, it might be possible to get 1st page national rankings for very uncompetitive keywords, but those are the keywords that also generate very little traffic so really, what’s the point? Bragging rights?
If you’d like to get a real SEO and competitive analysis, use our free SEO audit tool and see how your site looks through the eyes of the search engines.
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