Promotion of a Seedlings and Seeds Online Store

Promotion of a Seedlings and Seeds Online Store ROI – 262%

The dynamics of traffic growth and a step-by-step description of all stages of seedlings and seeds website promotion, which resulted in 262% ROI (a financial ratio that illustrates profitability).

Project Overview

Subject:

Seedlings and seeds.

Location:

Ukraine

Main goal:

Launch a new Online Store and reach financial sustainability in 6-12 months

Additional information:

The development of the Online Store finished at the beginning of the season, so we had scarce time to bring search traffic to the new website. A big part of the budget was spent on writing content. During the promotion, we did many corrections in the code of the website.

Services:

SEO, Google Adwords (PPC)

Overall budget:

55,000 UAH

Search Engine Optimization

1.First steps

The project development was just finished, the domain had no history, and it was the first registration. We did a full SEO-audit for the website. Based on its results, we corrected mistakes previously made by the developers. We optimized the code and cleared word semantics on different types of pages. Having analyzed the keywords, we made the templates for ‘title” and “description” meta tags formation. For the most important pages and the categories with displayed text, our specialists manually formed metatags based on the semantic kernels.

What we did

We analyzed competitors, estimated the market volume and the traffic we could possibly reach in this topic in Ukraine. We also created a 6-month plan of website promotion and defined possible achievements with the offered budget.
Our experts estimated competitors’ backlinks and content and after that created a plan to increase the number of links to the website.

After that, we audited the website content and created a list of recommendations.

2.Tasks

Monthly work

The set of monthly tasks includes:

  • monitoring of critical alerts fromGoogle Webmasters;
  • fixing problems and monitoring the content of the online store;
  • estimation of the indexing status of pages;
  • analysis of search bots scanning dynamics
  • monitoring security settings;
  • selective analysis of text uniqueness;
  • analysis of errors made by bots during scanning;

3.Implemented processes and actions

Content optimization and strategy development

The work on content was divided into several stages:

  • creation of content for categories;
  • creation of unique product cards;
  • writing reviews;
  • creation of help articles to assist customers;

The focus was on writing optimized texts for categories. There were written about 60,000 characters or 30 categories per month. When we did keywords research we also selected high volume keywords to write appropriate articles. Based on these requests, we created a content plan on writing over two hundred articles for the website. For important categories we wrote help articles, for example: “How to choose…”, “How to plant…”, “How to look after…”.

As a result of this work, our specialists surpassed client’s expectations and returned client’s investments on marketing during 4 months.

Results of the 4-month work

ROI on SEO channel:

  • Margin: 30%
  • Gross profit: 664 099, 75 UAH * 0,30 = 199 230 UAH
  • ROI = (199 230 – 55 000) / 55 000 * 100 = 262%

4.Сontextual advertising

Total budget (including payment for agency services): 81 800 UAH

Initially, we used campaigns only in Google AdWords for previously defined categories of seasonal goods. The results were successful, so our specialists gradually began to add new categories and developed a remarketing campaign. Already during the 3rd month of work, we decided that coverage and sales should be considerably increased, so we created campaigns in Google Display Network. Continuous optimization of all these campaigns increased the shopping cart profit by 236% and decreased the price of click by 40%.

Results of the 4-month Work with Contextual Advertising

ROI on SEO channel:

  • Margin: 30%
  • Gross profit: 519,551 UAH * 0.30 = 155,865 UAH
  • ROI = (155 865 — 81 800) / 81 800 * 100 = 90%

Do you want more traffic? Yes
Do you want more traffic? Yes

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