Internet Marketing Strategy: Use the full digital marketing artillery to blow away competitors and increase traffic and leads by 50% within 18 month.

“Sometimes it takes the commitment of putting the full arsenal of the digital marketing mix behind an innovative new idea to make a lasting impact and assure long-term success.”

Déménagement CA’s president, Alain Couture was faced with a dilemma : Every time he tried to generate more leads by applying tactics such as AdWords PPC, Organic SEO and Local SEO, competition would ultimately catch up and regain market share.

We recommended a strategy that would potentially double the revenue generated from the Internet:

Campaign objectives (time frame 12 – 18 months):

• Generic SEO: Make company show up on Google for 30 highly competitive search terms, 10 of which should arrive on the first page of Google between 6 and 12 months from day-1
• Local SEO: Make company appear in one of the three top spots on Google Places for 5 localized search terms
• Increase traffic and leads by at least 50%
• Competitive strategy: Develop a new, independent revenue stream by building a new website dedicated to low-cost moving services. Hosted under a different company and domain name and positioned differently in terms of marketing
• Make microwebsite appear on the first page of Google for 30 additional high traffic volume keywords related to no-frills low-cost moving services

SEO Strategy: Use AdWords PPC to identify the most profitable keywords – then push these keywords through SEO to obtain natural search results.

“Identify Key Performance Indicators (KPI) using the most profitable keywords and the numbers they drive—then use this knowledge to boost revenue and profits. Without KPIs you are leaving money on the table!”

What we did to increase revenue and profits:

Based on the knowledge we had from our successful PPC campaign, we knew what search terms were driving traffic—and even more importantly—conversions! We used this information to target and promote the most profitable key-phrases for organic SEO:

• We performed an AdWords Search Term report to identify the most profitable keywords and key phrases
• We then analyzed each keyword in terms of monthly search volumes and competition with the objective to establish the Keyword Efficiency Index (KEI) for each keyword. Keyword Efficience Index was the determining KPI in this case.
• We then established a list of priority keywords in preparation of a Search Engine Optimization campaign

Results:

• Showing up naturally for relevant search terms gave our client a distinctive competitive advantage: Our client appeared in top positions, paying comparatively low monthly SEO fees, while competitors had to continue to pay higher PPC Cost-Perc-Click for being there!
• From August to July of the next year, our SEO campaign generated 13,034 clicks and 5190 web and phone conversions from natural search results that transformed into 1297 paying customers from natural search
• At an average sales ticket of 650$, this amounts to an annual revenue of $843,375 generated with organic SEO.
• With at a total annual SEO cost of $79400, this leads to a return on ad spent (ROAS) of 1062%. In other words: for every dollar our client invested into SEO, he got 10.62$ back! Wohoo again!
• And here’s the best part: in the second year, the SEO budget can be reduced by almost 50% without affecting Google ranking and the revenue stream generated from SEO—this will likely boost the return of investment through SEO in year two to around 1500%—$15 earned for each dollar invested!