Process Refocus Search Strategies to Bring in Quality Search Traffic and Increase ROI
MyLocker and Spirit Shop specialize in creating custom gear for schools, sports, work, and personal events. With lots of different potential clients, we had to refocus our search strategies. By monitoring their website analytics, we were able to find ineffective keywords that were driving unqualified traffic to their site. We built a custom landing page for each sport that MyLocker sold apparel for (over 300 unique landing pages in all!), and we expanded the same strategy to their new Spirit Shop site for schools. Then we optimized the content of each page so that search engines would know exactly what was being sold.
This resulted in a 195% gain in visits from organic search across both sites. Using attribution modeling technology, we were able track which channels and campaigns were successfully introducing people into the sales funnel. This helped us understand the true value of each keyword the customer used, and how to reach the customer at each phase of the buying process.