Scaling Paid and Organic Together at Gifts for Good
Gifts for Good is a corporation dedicated to empowering the world to help people and the planet through gift giving, envisioning a world where every gift purchased gives back. Their gifts have supported the work of over 60 nonprofits and social enterprises around the globe.
196%
Increase in online sales YoY
15%
Increase in organic keyword rankings
23%
Increase in conversions YoY
Challenges
- A highly competitive non-for-profit gifting vertical.
- Metadata and heading optimisation gaps, 404 pages, footer optimisation and blog calendar all needing work.
- A need to grow SEO traffic sustainably and generate more sales from search.
Our Approach
- Maximise visibility for the Gifts for Good brand and product offering across online channels.
Campaign goals:
- Increase priority keyword rankings and overall keyword indexability
- Increase organic traffic by 5-10% MoM
Key goals:
- Maximise visibility in the highly competitive eCommerce space
- Increase revenue across all channels
Strategy & Execution
- Keyword expansion through increased website content, web content expansion and FAQs across shop-by-cause, gift-forward-software and showroom pages.
- Additional link building to increase Page 1 ranks.
- Increased PPC budgets and Shopping Campaign optimisations to scale paid performance alongside organic.
- Technical fixes, metadata and heading optimisation, 404 pages, footer optimisation and blog calendar.
Key Results
SEO results within 6 months:
- Increased organic visits by 317% (from 2.3k to 9.6k)
- Increased organic revenue by 1,000% (from $2.5k to $28.1k)
Organic visibility results within 6 months:
- Branded visibility: 98% Increase in Clicks (2.05K to 4.07K)
- Branded visibility: 69% Increase in Impressions (6.56K to 11.1K)
- Non-branded visibility: 83% Increase in Clicks (2.77K to 5.07K)
- Non-branded visibility: 14% Increase in Impressions (797K to 905K)
PPC results within 6 months:
- Increased paid impressions by 171% (from 217k to 590k)
- Increased paid non-branded clicks by 108% (from 2.9k to 6.2k)
- Increased paid unique visitors by 119% (from 2,297 to 6,016)
Priority keyword ranking wins:
- Increased keywords in spots 1-20 by 32.35% (from 470 to 622)
- #6 for ‘gifts that give back’ – search volume: 2,400
- #10 for ‘glass water bottle’ – search volume: 22,200
- #10 for ‘charity gifts’ – search volume: 880
Campaign goals achieved:
- Grow organic keyword universe, Monthly — YES
- Improve keyword positioning, Monthly — YES
- Increase organic goal completions, Monthly — YES
- Grow organic traffic by 5-10%, Monthly — YES
- Most importantly we increased their organic traffic by 80% within 6 months
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