Savelectro Builds Topical Authority, Drives Revenue with SEO
The Business Challenge
Since its start in 2016 as a single store, Savelectro's business of designing and retailing high-end lighting products with distinguished style has grown to encompass multi-channel, national sales of its signature lights along with an expanded offering of home décor products.
Savelectro’s website is an important part of the company’s ability to reach customers outside of its Romania-based brick-and-mortar retail locations. Working with me, Savelectro’s SEO, SEM, and performance marketing partner, the company conducted keyword gap analysis as part of their annual SEO campaign planning. The analysis revealed a significant ranking gap on mid- to high-volume informational topics, especially those that rank for “how to” and “ideas” questions. To fill these gaps, foster awareness on top-of-funnel searches, and improve the expertise, authority, and trust on the lighting and home décor categories most important to the business, the SEO team proposed a content calendar oriented around long-form blogs.
The BrightEdge Solution
Savelectro took a targeted, systematic approach to content planning, production, and implementation to maximize the impact of each new piece of content. “We knew from our analysis of key business category search volume that there was substantial search demand for the types of products Savelectro offers, but there was little to showcase the business’s expertise in styling, designing, and curating these product sets.“. The valuable insights were there, we just needed the right pages with content structured in the right way to capture those search users.”
The content-building approach was comprised of three parts and supported at each stage:
1. Keyword Gap & Competitive Landscape Analysis
2. Blog Post Outlining & Writing
3. Implementation Tracking
Keyword Gap & Competitive Landscape Analysis
For each of the major categories on site, I produced a keyword gap analysis that identified competitive opportunities, prioritized by search volume and competition level.
Capabilities Used:
领英推荐
Blog Post Outlining & Writing
For each topic identified, I produced an SEO keyword-targeted wireframe for new blog pages, including quick answer-optimized headings; search engine / user-friendly formats such as structured lists, tables, and formulas; strategic internal links; and structured data opportunities.
Together with my team, we used their industry expertise to write the outlined articles.
Capabilities Used:
Implementation Tracking
My insights helped the SEO team supplement its traffic and revenue tracking with keyword and quick-answer profile growth charts. I also helped them identify keyword visibility in new SERP features, like Google Quick Answers and mobile Interesting Finds, that they would not have otherwise identified.
Capabilities Used:
The Results
Over the course of the SEO campaign, our team produced and published 11 long-form blog posts, a 550% increase from the previous year’s total of two posts. The results were significant, impacting a host of key metrics, from organic traffic to revenue. Savelectro's Digital Marketing Manager noted, “the success of this collaborative program made it clear to us that long-form content should remain a tentpole project in our SEO program. The SEO approach was based on detailed research and a structured approach, which made it easy for writers on our team to learn how to build strong content for SEO from the ground up.”