With showrooms and warehouses across Australia, Outdoor Elegance brings the best in outdoor furniture trends from around the world into Aussie backyards. Priding themselves on offering quality outdoor furniture packages at exceptional value to customers, Outdoor Elegance brings the best in styling from around the world.
Upon onboarding them as a client in October 2019, our Gurus uncovered a couple of challenges, being a content gap on key category pages; unoptimised and missing metadata elements; missing relevant web page schema markups; and a lack of search engine visibility in general.
Content was a key focus, we identified that many of their key category pages contained a low-word count and were not SEO optimized. We optimized existing pages whilst creating new ones to target the most profitable and relevant keywords
Further to this, we crafted a multi-channel conversion path utilising organic search (from brand and non-branded), paid search, and social networks where we found the best multi-channel path is where users search for them first then come back through direct channels to make a purchase.
Strategy & Execution
Over the course of 3 years, Online Marketing Gurus delivered a Search Engine Optimisation strategy that featured high-quality backlinking from referring domains with high domain authorities, content creation and optimisation on key category pages and implementation of appropriate schema markup to occupy more of the SERPs to drive conversions. From this, we saw an increase in:
- Organic eCommerce conversion rate by 81% YoY
- Top 3 keyword rankings by 148%
- Overall organic keyword universe by 49%
- Organic revenue by 179% YoY
As content was a key focus for Outdoor Elegance, Online Marketing Gurus made sure they were utilising their keyword management document to bridge the content gap left on key category pages that were in need of optimisations. From doing so, our SEO Gurus were able to:
- Increase top 3 ranking keywords by 148% (from 306 to 759)
- Rank #1 for ‘outdoor dining set’ – Av. Monthly search volume: 9,900
- Rank #2 for ‘outdoor heater’ – Av. Monthly search volume: 6,600
- Rank #3 for ‘outdoor furniture’ – Av. Monthly search volume: 90,500
- Rank #5 for ‘outdoor gas heater’ – Av. Monthly search volume: 4,400
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