BAM Enterprises grew inbound demand generation from Google organic search by 250% thru an SEO strategy

SEO Case Study

An eCommerce and Amazon FBA seller, BAM search engine optimization strategy grew both ‘share of voice’ in Google organic and penetrated competitor SERPs thru a data-driven SEO and evergreen content strategy.

The growth in Google ‘share of voice’ has increased our breadth and depth of keyword penetration in Google organic search results.

750

Keyword penetration in Google organic search results (SERPs)

Executive Summary

BAM Enterprises, a health and wellness eCommerce brand, offers fitness and physiotherapy rehab products sold through their online ecommerce store, and vertical channels as Amazon marketplace. People come to the BAM’s online store to find products and solutions that support their personal fitness goals, or for solutions to support their injury rehabilitation.

BAM invested heavily into performance advertising (PPC or pay-per-click) that was delivering results, but over time was cannabaolizinqg their profit margins due to the increased competition resulting in increased in cost-per-click advertising on their most competitive and high converting keywords.

BAM pivoted their digital marketing strategy to drive down lower outbound marketing costs from digital advertising and PPC thru a new inbound marketing strategy targeting organic traffic from Google.

In the first few months of MJ Digital executing the digital marketing strategy tailored to the goals of BAM enterprises; inbound demand generation, sales leads and sales funnel conversions, MJ Digital delivered a +750 growth of keyword ‘share of voice’ in Google, a 54% increase of inbound traffic from Google, and a ~9% 5-month conversion rate from Google.

The search engine optimization and content strategy resulted in Google organic as the #1 source of new visitors and customers, which allowed BAM to lower the paid advertising costs and divert those investments into rich content strategy targeting customer needs, goals and problems across their buyer journey.

BAM lowered their CPL (cost-per-lead) by 54%, and CPA (cost-per-acquisition) by 235%.

BAM’s annual marketing plan now places more investment into SEO to bring greater success thru inbound channels, and now maturing their inbound sales growth strategy thru marketing automation to digitalize labor and automate sales funnel management across abandoned shopping carts, targeted 1:1 customer cross-sells and sales lead nurturing.

Our cost to now acquire a customer has decreased by over 46% thru SEO versus buying customers thru PPC

Problem

We buy customers thru Paid Search Advertising

BAM’s go-t0-market strategy online had traditionally focussed on buying customers thru paid advertising networks as Google PPC, Display Ads and piloted sponsored contextual advertising.

BAM imports products from overseas and sells direct-to-consumer thru their online eCommerce store and Amazon FBA. Due to disruptions in their supply-chain to manufacture and import their fitness products, increased in shipping costs, and increase in competition selling online, had all impacted the profit margins.

While this was partially offset by passing the increased costs onto the customer, BAM needed to further lower their operating expenses by reducing the cost to acquire a customer. Their pay-per-click marketing was optimized well, and were able to attain the optimum cost -per-click before diminishing returns were realized. But the increase in competition from Amazon sellers and the open marketplace on Google Ad Network resulted an increase ad spend.

To drive down advertising costs where BAM was essentially buying customers, they needed to mature their marketing strategy to focus on inbound channel opportunities as Google and search engines, and the inbox (marketing automation).

Competitors driving up PPC advertising costs were impacting our already razor-thin profit margins!

If Google organic search could drive 30% of our website traffic , we estimate it would reduce advertising spend by at least 23% or more.

Solution

Statement

MJ Digital designed the digital marketing strategy and executed its roadmap consisting of SEO (search engine optimization), Google Shopping and content strategy, while providing digital adoption consultation to BAM’s marketing team. The marketing team following the SEO project plan and over time the knowledge transfer from MJ Digital’s team had up-skilled the BAM team to be comfortable in the sustainment and management of their SEO.

The SEO plan targeted areas as an online SEO audit covering existing website content, Amazon product listing content, website I.A. (information architecture, website technical insights from a Google-friendly code review, Google Search Console, Google Page Insights and more, keyword research spanning across search engine keywords, social media and Amazon insights. A competitor assessment was also performed to gain insight on what’s working (and not working) with their top competitors.

This audit produced a gap analysis and informed the strategy. The goal was implement the SEO plan on both the ecommerce store and Amazon store so that both Google Search and Amazon would better understand and rank BAM’s website, product listing and products.

Surgical search engine optimization tactics were the tip of the iceberg. This covered the websites content schema, meta tags, H1 and H2 title tags, code and CSS cleanup, photo optimization, content duplication, canonical URLs, 301’s and 302’s, keyword density and focus and more.

MJ Digital also optimized the ‘path to purchase’ based on data-driven insights, SEO’d core pages, optimized the websites technical schema, and launched the first of many SEO optimized evergreen content articles targeting key points in the customer journey.

To attain insight on how everything is performing, MJ Digital helped BAM launch an Google Data Studio dashboard of business KPI’s so that the team has a real-time pulse on how marketing is performing. The team can now see their goal targets and how their pacing to target in realtime. This includes performance of new new customers to their website and store, marketing channel and SEO performance, sales channel performance (Amazon vs. eStore) and ecommerce sales funnel performance with one-click views to filter sales funnel performance by channel, time, source, campaign and more.

When BAM’s marketing team first started looking into SEO, it was a challenge to learn all the technical terms and tackle issues that were new to them. So MJ Digital provided a simple SEO dictionary and mini CoE (center of excellence) of resources linking to the latest educational industry content to help the team get answers to their questions and problems; ex. Google Search developer’s guide, Help Center articles, SMERush, and more.

In addition, the team used various Google tools offered as they worked on improving search engine rankings in Google. Tool as SMERush, Mobile Friendly Test, AMP Test, keyword research tools, PageSpeed Insights, SpyFu, Google Analytics, Google Search Console, Google Data Studio, and more. Combined, provided the tools and capabilities for BAM’s marketing team to gain valuable insights and adopt the latest SEO methods to drive the growth in their SEO plans.

BAM has since partnered with MJ Digital as a digital advisor to continue supporting their digital marketing strategy in areas of new paid, owned and earned channels, and advanced SEO techniques and marketing strategies.

“The knowledge and capabilities the MJ Digital team has provided, now gives our team valuable insights for making SEO improvements and helping us offer a better user experience for our users,” said Chris Sung, BAM’s digital marketing manager who now leads the SEO marketing program at BAM.

SEO has increases our website traffic by 250% within a few months, and offsetting our SEO investment from the cost savings in PCC and new customers we may never of had.

Highlights & Features

Keyword research: High demand, niche segments, phrase, question and answer, competitors share-of-voice
SEO treatment on-page (core content) and technical
Local Google My Business Listings strategy
Domain authority
Geo-SEO treatment (target countries)

Competitor intelligence: Monitoring and insights
- Ex. What’s working (and not) in SEO and PPC with top competitors
Measurement: Google Analytics goal and event setup
Measurement: Real-time KPI reporting and dashboards
- Google Data Studio: Executive KPIs, Sales & Marketing KPIs, and SEO KPIs
Website information architecture (IA) improvements and schema

Evergreen content strategy, production and content marketing
Search Engine Console, Google PageInsights, SEMRush, SpyFu, Google My Business,
Financial and revenue SEO opportunity forecasting
- ex. Every $1 invested into SEO returns $X (and forecasted)

Results

The SEO strategy got us more than what we planned, both in new customers, sales and new knowledge

250%

WEBSITE VISITOR GROWTH FROM GOOGLE

750

KEYWORD PENETRATION IN GOOGLE TO EXPAND “SHARE-OF-VOICE” AND GET FOUND

LOWEST COST SALES CHANNEL TO ACQUIRE NEW CUSTOMERS

34%

LESS COST IN PPC ADVERTISING

Who are we?

We’re a global team of digital marketing experts. We help businesses navigate and evolve their digital transformation and adoption. Our team is an extension of your business, specializing in digital marketing and sales strategy, operational support, SEO (search engine optimization), paid Search (PPC), marketing automation, social media marketing, CRM maturity, website and app design and other strategic areas of digital marketing transformation. The simplicity, we help you succeed with your digital maturity to commercialize solutions, grow revenue, lower operating costs and enhance CX with Amazon-like experiences.