How SEO Drove Online Revenue While Industry Declined

TESTIMONIAL

“We have been extremely pleased with Wolfgang’s ongoing support in helping us grow our website’s organic growth. Their team is not afraid to test out new innovations in the e-commerce space, and these efforts have resulted in solid and measurable improvements in our online performance.”

- Michael Bannon Jr, Owner

WOLFGANG DIGEST

Content Opportunity Analysis identified high-demand jewellery categories that shoppers were struggling to find. 25+ collections pages were subsequently created resulting in a 156% organic traffic uplift and 27% revenue growth. This online success was remarkable given the concurrent reopening of brick & mortar stores.

CHANNELS

SEO-Content

GROWTH

27% Revenue Growth 2022 vs 2020

THE CHALLENGE

After the Covid-19 online shopping boom, maintaining online growth as shoppers returned in-store was a key challenge – particularly for a
product like jewellery, where the in-store experience is simply impossible to match. While a website can’t always replace the experience of shopping
in-store, we knew that there was scope to improve the online experience for those who still preferred to do their jewellery shopping online.
With in-store sales back on the table, we couldn’t afford to leave any untapped online demand behind.

THE STRATEGY

One way to identify where a website is creating friction is to examine what users frequently search for in the site’s search bar. This can sometimes highlight content, categories or products that are proving difficult for your customers to find.

We started by identifying two product categories and created dedicated category pages for them. This was our proof of concept – would creating new category pages actually drive business growth or ultimately be a costly drain on resources?

These two new category pages quickly delivered results and we took that as our cue to expand the Content Opportunity Analysis.

To refine the identified opportunities, we used a number of datapoints including;

Search potential
Keyword difficulty
Business inventory availability
Competitor rankings
Abandoned cart

Over the course of 8 months we identified more than 25 key opportunities and created pages to capture the demand.

INNOVATION USED

To identify untapped demand and drive incremental organic growth, we took a data-driven approach. We analysed data from the website search bar to identify in-demand keyword categories. We then conducted our content gap analysis.

On deeper analysis we figured out that these categories existed on competitor sites, further indicating that these categories were our opportunity to drive organic growth.

We then used data such as SERP rankings, keyword difficulty, and search volume to create a targeted, topical "collections calendar" that was tailored to our target audience and seasonal trends - ensuring our content was live before any seasonal demand surges.

The final touch was deep linking the products in these new categories using the new deep-linking feature in Google My Business products, to build additional real estate on SERPs. This innovative use of data and technology allowed us to stay ahead of trends and meet the needs of our customers.

BUSINESS GROWTH

Bannon Jewellers saw a 27% increase in online organic revenue in 2022 compared to 2020, and a 25% increase compared to 2021, outperforming the overall online retail industry which experienced a -28% decline in revenue post-pandemic (H12022 vs H1 2021) (source: Wolfgang Digital Retail Report).