In a targeted project for Southwire, SEM leader Olu optimized a key landing page, driving significant growth in both organic and paid search performance. The campaign combined strategic SEO improvements with a $5,001 monthly PPC campaign to increase visibility, user engagement, and conversions for Southwire’s industrial electrical products.
The Challenge
A specific Southwire landing page was underperforming, with stagnant organic traffic and low engagement. The company had limited experience with PPC campaigns for this page and needed a strategy to improve visibility, attract high-intent users, and boost conversions for its industrial products.
Strategy and Implementation
Olu’s strategy was a two-pronged approach focusing on both organic and paid search channels:
1. SEO Optimization:
Keyword Refinement: Olu conducted in-depth keyword research, identifying and integrating high-intent terms like “industrial electrical cables” into the page’s metadata and content.
Content Enhancement: The landing page content was revised to be more user-centric, adding clearer product descriptions and testimonials to align with the needs of industrial buyers.
Technical SEO: The page’s technical performance was optimized for speed and mobile responsiveness.
2. Paid Search Campaign:
A $5,001 monthly PPC campaign was launched to drive immediate, high-quality traffic.
Targeted Keywords: The campaign focused on high-intent keywords such as “industrial cable suppliers” and “bulk wire for construction.”
Ad-to-Landing Page Alignment: Ads were perfectly aligned with the optimized landing page, ensuring a seamless user experience and directing visitors to relevant content with clear calls to action (CTAs).
Results Over December to February
The combined strategy yielded impressive results for the landing page:
Organic Traffic Growth: Organic traffic increased by 16%, with 12,379 users visiting the page via organic search. This growth was attributed to the page’s improved search rankings.
Paid Search Performance:
The PPC campaign attracted 4,901 users and generated 121 conversions.
The conversion rate improved to 3.4%.
The campaign achieved a positive ROAS of 3.5:1.
Enhanced Engagement Metrics:
Average Engagement Time: Increased from 41 seconds to 55 seconds, reflecting a 35% increase.
Events per Session: Grew from 6.36 to 7.07, an 12% increase, indicating more user interactions.
Engagement Rate: Improved to 55.08%, a 17% increase.
Revenue Impact: The campaign generated a total of $350,001 in revenue, with paid search contributing $120,001 of that total.
Conclusion
This case study demonstrates the power of a targeted, integrated SEO and paid search strategy. By improving both organic visibility and launching a successful PPC campaign, Olu helped Southwire achieve a 16% increase in organic traffic and a remarkable 3.5:1 ROAS. The significant improvements in user engagement further underscore the value of a holistic approach to digital marketing that addresses both traffic acquisition and on-page experience.