The Cello King is Australia’s leading small packaging company supplying packaging materials including cellophane bags for card makers and baked good supplies. The store launched online in early 2019 and trades exclusively to the Australian market.
Before working with Engine Scout, the client had little to no organic visibility and were relying on ‘word of mouth’ marketing and an overly expensive Google Ads campaign to generate sales.
The paid advertising channels were not sustainable long-term & we knew that a focused SEO campaign targeting Australia wide would be the best strategy for long-term, sustained growth moving forward.
We knew that a critical driver for selling would be through a focused SEO campaign centred around 3 key pillars: technical SEO fixes, great content & links.
We divided the campaign into 3 key stages:
Kicking off the campaign, we identified some major technical SEO issues around website structure, duplicate content and indexing issues that we addressed during the early stages of the campaign. Correcting the sites Technical SEO meant we were able to achieve results faster and could focus more effort on improving conversions.
Category & Product Page Content Creation
During our initial site audit, we identified a need for additional content on key pages. Both category, sub-category and product pages either lacked relevant content or had duplicate content issues causing keyword cannibalisation and negatively impacting rankings. We worked closely with the client to produce relevant content with clear messaging and information for their target customers.
The other important aspect of a successful SEO campaign is making sure all the elements, not on your website are in order, as Google sees them.
The first step is link building, which is no longer a numbers game; it’s quality over quantity.
Our initial goal was to increase year on year organic traffic by 200% and to make organic traffic one of the top 2 marketing channels for sales.
Within 12 months, organic traffic grew by 1,005% between June 2019 and June 2020:
The site also ranks in the top 3 positions on Google for key commercial search terms, up from 0 keywords in the top 3 search results in June 2019:
Based on the investment made, the campaign has delivered a 455% return on investment over the last 12 months. We predict ROI to climb further as we continue to expand the sites organic growth opportunities.
If you're looking for a fresh approach to online marketing, contact us today.