ATS Euromaster Case Study

SEO, PPC Case Study

SEO & PPC strategy to increase revenue & visibility for ATS Euromaster

Providing a break down of our Organic SEO & PPC strategy that increased conversion rate and keyword rankings for the leading tyre services provider.

OVERVIEW

ATS Euromaster is a high street tyre retailer with over 350 centres across the UK. They provide servicing, MOT and mobile tyre fitting amongst other services.

When they approached our agency, they already had an existing SEO and PPC strategy in place, but they knew they could boost performance and ROIs by working with a specialist performance marketing agency and wanted our support on their current efforts. They also wanted help with the restructuring and growth of their website as well as increasing their online presence through infographics and customer engagement campaigns shared on their channels.

Organic Visits

+23%

CRO

+18%

Top 10 Rankings

 More than 2500

Google Ads CPA

Under £20

Credit: ATS Euromaster

The Client

With a primary focus on SEO and PPC performance boosting, ATS Euromaster wanted to increase their brand awareness and drive more traffic to their website through organic search and paid search advertising, in order to ultimately gain more market share. They were also very specific about wanting to achieve an AdWords CPA under £30. We knew we had a challenge, as we were tasked with attracting both new and returning customers, as well as continually increasing SEO rankings for products and services and keeping ahead of the curve for industry trends such as new tyre releases.

Our SEO Strategy

Our SEO strategy was to target lower-hanging fruit through SEO (such as Jaguar Tyres), as these had a higher conversion rate. We completed on-page optimisations across a large majority of pages on their website and maintained general housekeeping of their website’s technical SEO, which saw us:

  • Adding schema mark-up to increase visibility in search engines
  • Improving internal linking structure and better-targeted keywords across their site
  • Removing duplicate content from the site (Duplicate content can be harmful for SEO)

We also completed frequent disavows of harmful and spammy backlinks, which improved their domain rank and authority. These optimisations delivered an almost immediate increase in organic traffic for priority keywords that were relevant to their website.

Our PPC Strategy

As a part of our SEO strategy we started off by targeting broad terms such as ‘tyres’ through Paid Search to enable high positioning and awareness on Adwords & Bing. We optimised ads based on performance, scaling spend for high performing ads and limiting the budget on ads that were overspending.

In addition to this we focused heavily on campaign restructure and ad copy optimisation, as these changes would help us better target our audience, building new audiences for broad matched brand awareness campaigns and retargeting previously engaged customers to encourage higher conversion rates for more conversion optimised campaigns.

As part of our Outreach campaign we devised a Road Signs quiz for ATS Euromaster and advised on infographics, resulting in a high number of shares including a link on Sykes Cottages.

23

% Organic Visits

18

% CRO

2500

Top 10 Keywords

The Results

Following the implementation of Ricemedia’s SEO and PPC services, ATS Euromaster saw an increase in organic traffic by over 23%. They were delighted to see their top 10 ranked keywords increase from 1800 to a staggering 2500+. The 18% increase in conversion rate could be largely attributed to our PPC campaign restructure and optimisations, which also led to a significant drop in CPA thanks to our keyword research and analysis. With these combined results, there was no doubt that we provided ATS Euromaster with a huge ROI and they were thrilled with our results.

Interested In Our SEO & PPC Services?

Wondering how Ricemedia’s organic and paid search specialists can drive traffic and revenue for your business? Get in touch with us today and see if our SEO, PPC or Paid Social services are right for you and your business.

Superdry Case Study

SEO, PPC Case Study

Organic SEO & PPC strategy to increase sales & revenue for Superdry

Our insight into how we helped a globally recognised fashion brand achieve a sales spike through organic SEO, PPC management and CRO development.

200

% Organic Visits

130

% CRO

60

% Sales Increase

500,000

Social Engagement

6

+ Europe Sites

OVERVIEW

Superdry is an international clothing brand, with a presence in the UK, the US and Europe. The brand is synonymous with urban fashion and contemporary lifestyle clothing, with its signature designs of brightly coloured t-shirts and chinos. Superdry’s approached our agency with a view to enhance their SEO performance and improve content quality across all of their channels. They also noted that driving more traffic (both organic and paid) through to their website and increasing conversion rates were of primary importance.

Credit: Superdry

The Client

At the time of our partnership, Superdry had recently launched a brand new e-commerce site to support their brand’s online presence and our requirement was to streamline their online marketing proposition, ensuring maximum exposure across a multitude of disciplines. The project covered organic SEO, PPC management across Google, Facebook, Bing & other platforms, and a re-positioning & branding overhaul of their social media collateral on Twitter & Facebook. Our advanced Analytics implementation also provided superdry with a transparent measurement for true ROI figures across all mediums.

Our SEO Strategy

The first step was to implement on-page optimisations across their site, starting with product page and category page optimisations Optimising these pages for better search engine visibility would allow users searching for general clothing or accessory categories to see Superdry’s landing pages much higher on the SERP, which will almost always lead to an increase in conversion volume.

We also conducted a technical SEO audit and began to implement search engine optimised meta data for each page on the site. This would help us get more keywords ranking and increase our search engine visibility.

As part of our omnichannel brand awareness strategy, we also focused on brand repositioning through social media marketing, handling the production of creatives for their paid social campaigns, as well as the management of their organic social media channels.

Our PPC Strategy

We launched and monitored several high-performing Google Shopping PPC campaigns for Superdry which saw us managing their PPC budget entirely, as well as building their keyword campaigns and improving on existing campaigns, optimising budget and audience targeting where necessary.

Superdry had worked with various PPC agencies over the years and they let us know the results of their campaigns were mixed and inconsistent, at best. We formulated a structured, formulaic and measurable approach that would allow the client to monitor their campaign results through weekly performance reviews and frequent budget optimisations.

Our approach was to build out both branded keyword campaigns and broad match campaigns for specific product categories, based on Superdry’s brand and product information, in order to target relevant audiences with quality ads. We also optimised the landing pages for each of the products we were promoting in order to increase conversions. We used Google Analytics to track traffic sources, conversion rate, bounce rate and average session duration as well as sales figures.

We managed all aspects of the campaign including budget allocation, ad copy creation and setup (including creating new ads where necessary), keyword bids and audience targeting optimisation. We used AdWords Editor to edit keywords lists and set daily budgets based on their allocated budget each day – making sure that there were no days where they spent too much money or too little money compared with what they had allocated.

The Results

One of the most significant results was an increase in organic visits to their new eCommerce site by over 200%. This was largely due to SEO-focused on page content optimisations, which made category and product pages easier to find, as well as the creation of blog content and link building activity that massively increased their domain authority.

As a result, conversion rate optimisation for the website also improved greatly. A 130% increase was achieved through data-driven changes like reducing the number of steps required in checkout and incorporating much stronger CTA’s on target landing pages, the offered greater purchase incentives to site users.

Sales revenue also increased significantly – by almost 60% – due to an increased number of visitors converting into customers. Additionally, Superdry saw its social media engagement soar with over 500k more impressions YoY, a brand awareness boost the client was particularly thrilled with!

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BOX Case Study

SEO, PPC Case Study

SEO & PPC Strategy that sparked a sales & revenue boost for BOX

How our successful SEO strategy & PPC account restructure generated and increase in sales and revenue for a leading online retailer of tech products.

200

% Organic Sessions

192

% Transaction Revenue

1,000

+ Goal Conversions

OVERVIEW

BOX is an online retailer that has served as one of the UK’s leading providers of tech products since its inception. BOX, being an online eCommerce retailer themselves, understood the importance of having an established and thriving online presence and they came to Ricemedia with a clear vision of their aims for our partnership.

The Client

BOX wanted Ricemedia to help increase their ranking for many of their priority keywords, increase organic traffic to their website and increase revenue overall. Since Ricemedia began working with BOX, they have seen a significant increase in their organic traffic and Google rankings. This has resulted in the creation of more leads and sales through the BOX website. We also provided ongoing technical SEO services for BOX to strengthen their domain authority.

If BOX wanted to generate more revenue and increase the number of sales and traffic volume going to their website, they were going to need a highly targeted SEO and PPC strategy that could deliver on their lofty target.

Our SEO Strategy

In order to improve their SERP (search engine results page) results, we began to rewrite their on-page content to match best practices for search engine optimisation, based on keywords that had dropped off or decreased in rankings. In addition to our content optimisations, we also focused on building on their internal link strategy within the site to allow users to find product pages easily and quickly, an essential component of any online retail website.

Our technical seo efforts also saw us ensuring all of their webpages had unique titles and meta descriptions so that search engines could better understand exactly what each page offered users (subsequently helping them rank better).

Following our organic SEO strategy implementation, BOX were able to attain multiple first-place rankings for high volume, priority keywords that directly resulted in a higher CTR and conversion rate for those mapped webpages, due to the synergy between the user’s intent behind their search and on page content on the ranked webpage.

Our PPC Strategy

Box’s PPC campaigns were in need of a refresh. Our task was to manage the improvement and implement changes to their Google Ad campaigns that would improve performance and increase revenue generated as a result.

We analysed their existing PPC campaigns to find where they were spending their budget inefficiently or not focusing enough on high-value keywords. We then developed new strategies and tactics that would drive greater results, including a focus on higher value keywords with actionable calls-to-action (CTA). Our restructure of their PPC account and campaign optimisation generated a huge increase in ROAS, with campaigns reaching as high as a 24:1 return on ad spend (for every £1 we spent on advertising, we were generating £24 in revenue), and BOX couldn’t have been happier with the results.

The Results

Needless to say, once our strategies were actioned, as our team got to work, it didn’t take long before BOX started seeing results. Their PPC performance increased by over +33% after only two months of working together with us, while they saw similar organic growth and a +28% increase in goal conversions shortly after that.

When we reviewed BOX’s YoY performance 12 months into our partnership, we were blown away by the results. In April of 2020, they saw a +195% increase in organic sessions, as well as a +176% boost in total clicks for their PPC.

This sharp increase in sessions led to BOX generating +192% revenue for the period, as evidenced in the +311% increase in overall goal conversions.

BOX were thrilled with the results and we were very proud of the work we were able to produce for them.

WE HAVE THE BEST CLIENTS

We work with some of the best clients around. fact.

Our SEO agency Birmingham boasts an impressive client portfolio. We’ve worked with some of the biggest names in the UK and internationally, driving increased profits. For two decades, we’ve been building long-lasting relationships with businesses who value our SEO services and the results we deliver.

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Interested in our SEO Services ?

By working with Ricemedia, you’ll have access to a team of SEO experts who will create a winning strategy to improve your online presence. Our team members have been asked to speak at renowned SEO events, exchanging ideas with some of the best industry insiders. If you are looking for an experienced SEO company in Birmingham, give us a call or fill out the form and we’ll call you back.

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Kurt Geiger Case Study

SEO, PPC Case Study

Organic SEO & PPC strategy to increase sales revenue for Kurt Geiger

How our monthly SEO Optimisation and PPC Campaign Management generated more revenue & sales for one of the UK’s most iconic fashion retail brands.

32

% CTR

35

% CRO

600

% Sales Revenue

OVERVIEW

Fashion retailer Kurt Geiger is one of the UK’s most iconic brands, known for their highly stylised shoes, bags and accessories. They have over 70 stores across the UK and Ireland as well as an ecommerce site that sells internationally. But in order to further increase their sales online, Kurt Geiger needed to find an agency with proven experience to help them with their existing SEO performance and PPC strategy.

Credit: Kurt Geiger

The Client

As a leading luxury clothing brand, Kurt Geiger was seeking to increase traffic to its ecommerce site in order to drive a higher volume of sales. The brief was simple – increase PPC conversion rates and customer loyalty through campaign targeting, as well as to grow brand awareness and online presence through ongoing organic SEO work.

The aim of this strategy was to encourage people who have never shopped with Kurt Geiger before to visit their website and make a purchase, while also incentivising those who have already shopped on the site to come back and make more frequent purchases.

Ricemedia worked closely with Kurt Geiger’s internal marketing department, which gave our copywriters and content strategists a general direction for producing unique pieces of content such as blog posts and infographics. The freedom we were given in handling SEO content creation was vital, as it allowed us to focus more heavily on creating quality content that we knew would drive more organic visits to their site, thanks to our years of experience in organic search optimisation projects.

Our SEO Strategy

In the case of Kurt Geiger, our primary focus was to position ourselves as an extension of their in-house marketing team, writing SEO optimised blogs and completing regular competitor analysis pieces to highlight opportunities for on page content optimisations in accordance with industry trends. Keeping our finger on the pulse of their performance data was crucial, due to the stiff competition for market share in the fashion retail industry. We provided them weekly reports that closely monitored SEO activity for success and opportunity for improvement.

As part of our monthly SEO housekeeping, we ensured that all metadata on site followed best practice as is relevant to the on page content and target keywords were incorporated. We frequently reviewed backlinks for any suspicious activity or links that could be harming their reputation or rankings. Our technical SEO team disavowed questionable links and wrote new ones for them using our proprietary link building process.

We endeavoured to increase their store reputation by implementing a sophisticated category lead outreach strategy. In the past, they had worked with agencies who used a more traditional approach to managing their online reputation but they were not getting the results they wanted. Our PPC management team developed an advanced campaign that involved increasing engagement with customers through social media, building a community of loyal customers, and engaging with those customers in real-time.

Our PPC Strategy

Following a review of their account in our initial audit, it was clear that a partial restructure of their PPC account was necessary, in order for us to manage and optimise their large number of campaigns in a simpler way.

We studied the data in the account and performed a thorough audit of the current structure and strategy. This included refining their audience targeting, reviewing their ad copy and creating multiple iterations of search ads using assets provided by Kurt Geiger. We then closely monitored the results to ensure that we were achieving the best possible ROI for them, scaling spend for high performing campaigns and reallocating the budget for those that were underperforming.

The Results

In just a few months, we helped Kurt Geiger grow their organic traffic by 18.48%, increase the conversion rate by 34.51%, and increase the average order value by 31.96%. We also saw a significant increase in the volume of number-one ranked keywords on product and category pages, which helped boost the brand’s search engine visibilty and ultimately reach more customers to grow their online revenue.

The project was a great success and the client saw an increase in revenue of over 602.37%, just a year into our partnership. The key to this was the collaboration between Ricemedia and Kurt Geiger’s in-house marketing team, who were able to monitor data driven metrics to ensure this process was followed through and maintained throughout.

WE HAVE THE BEST CLIENTS

We work with some of the best clients around. fact.

Our SEO agency Birmingham boasts an impressive client portfolio. We’ve worked with some of the biggest names in the UK and internationally, driving increased profits. For two decades, we’ve been building long-lasting relationships with businesses who value our SEO services and the results we deliver.

avfc
Partner with Rice Media

Interested in our SEO Services ?

By working with Ricemedia, you’ll have access to a team of SEO experts who will create a winning strategy to improve your online presence. Our team members have been asked to speak at renowned SEO events, exchanging ideas with some of the best industry insiders. If you are looking for an experienced SEO company in Birmingham, give us a call or fill out the form and we’ll call you back.

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RYOBI Power Tools Case Study

Website Migration

Subdomain Migration to improve on-site SEO & UX for RYOBI

How we were able to implement a subdomain migration strategy that increased keyword rankings and improved search engine visibility for a leading power tool manufacturer

532

% Site Traffic

64

% Keyword Rankings

1,162

+ Goal Conversions

OVERVIEW

RYOBI is a manufacturer of power tools and outdoor equipment. With its global online presence, RYOBI came to us hoping to move the international versions of their website from several ccTLD’s (country code top level domain’s) to a shared gTLD (global top level domain) to help improve their website’s SEO performance.

Their aim with this move was to consolidate their domains to make it easier for customers to find information on product lines due to the shared ranking signals associated with a single domain. However, they also had many subdomains that they wanted to keep in place while moving the main site over.

Man using power tool to grind wooden surface
Credit: RYOBI Power Tools

The Client

We started off by working with RYOBI’s web developers to suggest a new site structure, which would allow them to easily manage content across in a single gTLD. To do this, we first had to decide on the URL that would be used to store the subdirectories, making sure it would tie into the redirects that needed to be set up and that it was able to include the language/country code.

Our prior experience completing successful website migrations allowed us to set aside clear goals and timeline targets for the project, meaning we were able to clearly communicate our progress to RYOBI at every stage of the migration.

The Migration Process

We started off by working with RYOBI’s web developers to suggest a new site structure, which would allow them to easily manage content across in a single gTLD. To do this, we first had to decide on the URL that would be used to store the subdirectories, making sure it would tie into the redirects that needed to be set up and that it was able to include the language/country code.

Our prior experience completing successful website migrations allowed us to set aside clear goals and timeline targets for the project, meaning we were able to clearly communicate our progress to RYOBI at every stage of the migration.

Our Solution

This overarching migration strategy was supported by our technical seo efforts that saw us making sure their “hreflang” tags are updated, making any required updates and changes to Search Console properties and ensuring that new sitemaps are generated.

The sitemap generation was a particularly important step. Following the switch, we needed to have either a sitemap for each subdirectory, or a sitemap index containing each international subdirectory to allow the site to be properly crawled and indexed by Google.

In order to ensure that tracking worked successfully on the new subdirectory, we also had to ensure properties in Google Analytics were updated to ensure that they reflect the new URLs for each international variant.

In Google Search Console, new properties needed to be created for each subdirectory, with a change of address being required for the older subdomain properties.

The Results

We were able to help them achieve their goals by leveraging our expertise in both migration and technical SEO to help maintain and improve their current keyword rankings by as much as 64% overall.

The RYOBI team was excellent to work with. They were responsive and provided us with a lot of useful feedback throughout the migration process. We couldn’t be happier that they chose us as their SEO agency and we’re very proud of the work we were able to complete for them.

WE HAVE THE BEST CLIENTS

We work with some of the best clients around. fact.

Our SEO agency Birmingham boasts an impressive client portfolio. We’ve worked with some of the biggest names in the UK and internationally, driving increased profits. For two decades, we’ve been building long-lasting relationships with businesses who value our SEO services and the results we deliver.

avfc
Partner with Rice Media

Interested in our SEO Services ?

By working with Ricemedia, you’ll have access to a team of SEO experts who will create a winning strategy to improve your online presence. Our team members have been asked to speak at renowned SEO events, exchanging ideas with some of the best industry insiders. If you are looking for an experienced SEO company in Birmingham, give us a call or fill out the form and we’ll call you back.

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Ricemedia AVFC Case Study Thumbnail Aug 2022

Aston Villa FC Case Study

Paid Social Case Study

Paid social strategy to boost brand awareness & engagement for AVFC

We break down the process behind our winning paid social strategy for this global sports franchise.

110

% Reach

350

% Impressions

37

% CPC

28

% CTR

OVERVIEW

Ricemedia kicked off its paid social partnership with AVFC during their 2018/19 season, with a view to ramp up the franchise’s social media marketing efforts, in line with their recent premier league promotion. We relaunched their campaigns with a focus on increasing customer acquisition and raising the brand awareness of the club globally to a new audience.

Credit: Aston Villa Football Club

The Client

Aston Villa Football Club, one of the founding members of the English Football League, was founded in 1874. The club is based in Birmingham and has been home to some of the world’s most famous and successful footballers, including England internationals Peter Withe, David Platt, John Terry and Ashley Young. A very successful club in its own right, AVFC has won seven league titles, seven FA Cups and one European Cup.

Ricemedia kicked off its partnership with AVFC during their 2018/19 season, with a view to ramp up the franchise’s paid social media marketing efforts, in line with their recent premier league promotion. We relaunched their campaigns with a focus on increasing customer acquisition and raising the brand awareness of the club globally to a new audience.

Our Gameplan

We began with an audit of AVFC’s live ad campaigns that were being served on Linkedin, Instagram, Facebook and Twitter, looking for any glaring opportunities that we could source and rectify immediately. Our audit revealed issues in audience building targeting across multiple channels, as well as problems with their Facebook pixel that prevented us from using valuable retargeting data.

Once these issues were resolved, our primary focus was on building audiences that would be most likely to engage with our ads and better qualify users that would be more likely to convert. So, we decided to pivot away from broad targeting local audiences with a general interest in football and instead hone in the retargeting data we had at our disposal on AVFC fans and AVFC women’s football fans thanks to the Facebook pixel installation.

We trialled this new narrowed audience targeting strategy on Facebook and Instagram and once we saw an uptick in reach and impressions, decided to scale this campaign strategy over to LinkedIn and Twitter, focussing on targeting those accounts that have already interacted with the accounts in question.

The Results

We were able to use the success of this strategy and apply our increased knowledge of AVFC’s audience base to scale global customer acquisition campaigns in Australia, as well as more niche AVFC women’s ads that served smaller audiences but yielded similar results.

Through the adjustments made to our audience targeting strategy, we saw a significant MoM increase in reach and impressions at key increments throughout the year across all of our channels. This winning formula was the perfect catalyst and allowed us to scale our ad spend almost immediately, to maximise our ROAS, as evidenced by the +110% increase in reach and +350% increase in impressions.

WE HAVE THE BEST CLIENTS

We work with some of the best clients around. fact.

Our SEO agency Birmingham boasts an impressive client portfolio. We’ve worked with some of the biggest names in the UK and internationally, driving increased profits. For two decades, we’ve been building long-lasting relationships with businesses who value our SEO services and the results we deliver.

avfc
Partner with Rice Media

Interested in our SEO Services ?

By working with Ricemedia, you’ll have access to a team of SEO experts who will create a winning strategy to improve your online presence. Our team members have been asked to speak at renowned SEO events, exchanging ideas with some of the best industry insiders. If you are looking for an experienced SEO company in Birmingham, give us a call or fill out the form and we’ll call you back.

Be Our Client.
Call Us 0121 200 3336

Be Our Client

Why not let us call you back?

We’re fully aligned with the transparency and ethics of all things GDPR, and committed to supporting your right to privacy. Review our Privacy and Cookie Policy where you can find out how to opt-out at any time!