Case Studies

Nearly 40% of all the keywords Urbannaturale ranked for were on the first page and over 7.5% of the total number of keywords Urbannaturale ranked for were in the #1 position

BACKGROUND

The main thing that separates performance marketing from other types of marketing is the way businesses pay for their campaigns. Rather than paying up front or by month, advertisers pay when a specific action takes place. You might enlist a marketing company’s help to bring your branding to more individuals by having these marketers promote your business to prospective customers. The hope is that users will complete a form to learn more about your company and become a lead.In June 2015, Urbannaturale consolidated two separate web properties of the Urbannaturale brand into one site. This process was designed to mitigate traffic disruption and improve traffic and increase results from organic search.

THE PROBLEM

A large focus of the migration was on limiting any negative impact to the organic channel: reductions in organic traffic, organic revenue, total keyword presence in the Search Engine Results Pages or total pages indexed by the Search Engines. There was an understanding that removing a product category from the site would most likely lead to a decrease in all categories, but that through careful planning this decrease could be minimized.

THE RESULTS

Multiple data points were used to track the progression of the Urbannaturale site over time to ensure goals and expectations were met. All of this was achieved through the detailed process of mapping, planning, auditing and information sharing at regular intervals over the months prior to launch, and now exists as an outline for how a typical migration and redesign can benefit from a focus on the organic channel during such a time. In September, roughly 50% of all keywords for the Shop Urbannaturale commerce site were crossovers from the Urbannaturale Merchandising site. less than 25 ranked on the first page. This meant that the additional keywords the new Urbannaturale store ranked for on the first page of Google were new terms and not just previously ranking terms from the Urbannaturale site.

Those first page term increases totaled a 77% lift in just the 1st month, and by the end of December, a 156% total keyword increase was achieved versus June.