69% Increase in Site Traffic
Challenge
Phidal Publishing is a 43 year old publishing company specializing in children’s books and when the COVID-19 pandemic hit, most of their distribution arm froze in its tracks. Phildal came to SEO Brand wanting to know what we could help them with to keep sales moving. Challenges that were identified: 1. Phidal was a B2B company with its only source of revenue tied directly to the wholesale and distribution models. Their revenue was greatly disrupted due to quarantine. 2. Although Phidal had a well recognized brand name and loyalty, it was unclear what kind of brand penetration carried over to the actual readers of the books since many were licensed under popular brands such as Disney, Marvel and Nickelodeon’s most popular characters. 3. The site was missing critical software modules needed to make the integrations we recommended.
Solution
1. Performed keyword and brand research to understand and correctly measure the brand recognition and penetration for D2C possibilities. Discovered the brand had significant reach. 2. Optimized the website by implementing a SEO strategy for technical, on-site and content. 3. Improved the speed of the site to align with best user experience practices and the Google Core Web Vital algorithm update. 4. Built a piece of custom software (middleware) to connect to the shopping cart. 5. Designed and integrated the shopping cart flow for direct checkout. 6. Mapped out all data points for proper analytics recording.
Results
Organic traffic started pouring into the site, resulting in a 69% increase. The proper DAI and analytic structured allowed us to clearly identify the different drop off points within the sales funnel. This fueled our continued improvements for optimization and CRO, resulting in increased direct sales. We established a new direct-to-consumer channel for Phidal. The revenue has been pivotal to offsetting the disruptions to the typical B2B business model.
SEO Brand
SEO Brand is an award-winning, globally recognized, digital marketing agency. With a full suite of services, we specialize in SEO, paid media, content marketing, social media marketing, email marketing, Amazon optimization, and web design & development for SMBs and SMEs. Our expertise has been trusted by global brands like Montblanc,...
Want fresh marketing stories in your inbox?
Get the weekly email that makes you a marketing genius.
Stay informed and inspired, for free.