SEM Case Study.
Our Tactics and Goals.
Going into our partnership, Gerber had some lofty goals. This new site had to drive customer acquisition and sales. They turned to our expertise on the best way to do so. We used a combination of organic and paid search, as well as social media, in order to bring in traffic and convert them into customers.
Search Engine Optimization.
Gerber Childrenswear knew that they could use search engines to bring in funnel traffic – they just didn’t have the best practices in hand to implement. They wanted to be able to drive more qualified traffic to their site, increase their keyword rankings and ultimately drive more revenue. They also needed to make sure that there was a smooth transition to their new Shopify Plus site.
When the company brought on Visiture, our SEO team immediately went to work completing a thorough technical SEO audit and a backlink audit. We found an abundance of issues immediately. Their site was not optimized for SEO and their keyword rankings were continuing to drop. Their outdated Magento instance was riddled with technical SEO flaws and the company had no content marketing strategy in place. After reviewing our findings, we broke down the project into two phases: Technical SEO and Content Marketing.
As previously stated, the company’s site was full of technical SEO errors. They had a non-flat site architecture, numerous 404 errors, and their refinement pages were being indexed in Google.
With a migration to Shopify Plus in their future, we decided to focus solely on their new site. We worked on migrating their data over to the new Shopify Plus site. We then worked on the company’s on-page optimization for their category pages – working off of our keyword research, we reworked their URLs, meta titles, meta descriptions and H1 tags.
We also worked on helping the company implement a content marketing strategy to drive backlinks and rank for research queries.
After we completed our discovery process, our content teams went to work creating both on-site and off-site content. The on-site content was placed on the company’s blog and contained a strong inner linking strategy to their category and product pages. The content that we created for off-site content was then pitched to external sites with a high domain authority and relevance.
As a result of these actions, Gerber Childrenswear saw tremendous gains in their organic search over the past year, including:
Increase in Revenue
Increase in Transactions
Increase in Sessions
Paid Search Results.
As a result of these actions, Gerber Childrenswear saw tremendous gains in their paid search over the past year, including:
Increase in Revenue
Increase in Impressions
Increase in Clicks
Increase in Conversions
Increase in Users
Paid Social Results.
As a result of these actions, Gerber Childrenswear saw tremendous gains in their paid social over the past year, including:
Increase in ROAS
Increase in Purchases
Decrease in Cost per Sale
Decrease in Spend
Over the past year, Gerber has seen tremendous growth in their direct to consumer channel. By overhauling their strategy, they were able to increase their sales and revenue. They found that by combining their SEO and PPC, they saw better results and higher click through rates due to searchers having more trust in them and having more real estate on the SERP. Thanks to a better user experience and website design, they were then able to convert the traffic that their search engine marketing campaigns were sending to the site.
Data Driven Marketing + Creative Commerce = Results.
Let’s bring our teams together and connect you to your ideal customer.