Arcadia Publishing and The History Press are the largest and most comprehensive publishers of local and regional books in the United States, with a library of more than 14,000 titles. While their catalog continued to expand, the company had not dived into search marketing properly. Visiture was brought on to help increase the company’s search traffic in order to create a new customer acquisition channel for the company. We did this through the implementation of paid and organic search strategies.
The overall company goals in order of priority were to:
- Search Engine Optimization
- Paid Search Management
- Google Shopping Management
- eCommerce Content Marketing
Increased Sales YOY
Increased Impressions YOY
Increased Conversions YOY
& Goals – SEO.
For our SEO services, we focused on two sections: on-page optimization and off-page optimization. For our on-page efforts, we first performed a detailed tech audit and found that their site was a disaster for search features. There were no landing pages for any of their categories or subcategories. We created separate landing pages in order to increase conversions. We also found that they had numerous categories with very thin content. Through keyword research, our team went in and wrote unique content for each page.
We then focused on our off-page efforts. Our goal was to get quality signals to their website through high-quality organic links and social media signals. Our first initiative was to do a thorough research of the industry and identify the best content centered around their products. Once our research was complete, we developed high-quality content through editorial content. After we created the content, we designed it and pitched it to key websites with high keyword relevance, domain authority and social media influence.
In addition to editorial content, we also worked on creating blog content for the company. Our content strategists and outreach specialists worked with their team to come up with compelling content and then published it to their blog. We then promoted this content to writers who had written similar content.
Our Goals and Tactics – Paid Search.
When our PPC team took over the Arcadia account at the start of 2016, the company did not have much within their AdWords account. The team worked diligently to restructure the account for better conversions. One of the biggest changes was the addition of Shopping campaigns, which the company did not have prior to Visiture coming on board. We also expanded the company’s reach into Bing and Facebook.
Visiture also worked on setting up Dynamic Remarketing within AdWords and layering customer match within their search campaigns. Through all of this, we have driven a significant amount of traffic to their site and increased conversions and revenue for the company.
Return on Advertising Spend Year Over Year
Increased Keyword Rankings
Increase in Organic Revenue
Increase in Top 1-10 positions in Google
Arcadia Publishing + Visiture Recap.
Overall, this has been a very successful campaign. Through our paid search efforts, we increased the company’s ROAS by 458% year over year and have increased sales by 102% YOY. Our SEO services saw a 188% increase in top 10 positions in Google, and have increased organic visits 37% YOY.
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