Increasing Organic Website Visits for Southwire by 35.26% and Launching a $5,001 PPC Campaign

In a comprehensive SEM project, PPC & SEM specialist Olu worked with Southwire to increase organic website traffic by 35.26% and implement a successful paid search campaign. By focusing on SEO optimization, website redesign, and a targeted PPC strategy, the project significantly improved Southwire’s online visibility, user engagement, and conversions.


The Challenge


Southwire, a major player in the electrical and infrastructure sectors, had a website that was underperforming in search engines and failing to convert visitors effectively. A lack of SEO best practices, a poor user experience (UX), and an inefficient paid search strategy resulted in low organic traffic and minimal ROI from ad campaigns. The objective was to create a holistic digital marketing approach to address these issues and drive more relevant traffic and conversions.


Strategy and Implementation


Olu’s strategy was a three-pronged approach targeting key areas for improvement:

1. Comprehensive SEO Enhancement:

  • An SEO audit revealed opportunities to optimize technical and on-page elements.

  • Keyword Optimization: Extensive research identified high-volume, low-competition keywords such as “industrial cables” and “electrical wire solutions,” which were then strategically integrated into the website’s meta tags, headers, and content.

  • Technical SEO: Page load speeds were optimized, mobile responsiveness was ensured, and technical issues like broken links were resolved to improve search engine performance.

  • Content Strategy: New content was created to provide value to users while being optimized for relevant keywords, supporting the overall SEO goals.

2. Website Design and UX Improvements:

  • A website redesign was executed to address a cluttered layout and difficult navigation.

  • The new design featured a simplified layout, a more user-friendly navigation system, and clear calls to action (CTAs) to guide users toward desired conversions, such as product inquiries or purchases.

3. Targeted PPC Campaign Launch:

  • A $5,001 monthly PPC campaign was launched to complement organic efforts by driving qualified, high-intent traffic.

  • The campaign targeted users searching for specific products, such as “bulk wire for construction,” and ads were aligned with the new, optimized landing pages to improve relevance and reduce bounce rates.


Results & Impact


The combined strategy yielded impressive results between December 2023 and February 2024:

  • Organic Traffic Growth: Organic website visits increased by 35.26%, with the organic keyword count rising to 60.4K and driving 65.8K visitors.

  • PPC Campaign Success: The paid search campaign delivered a positive ROI of 2.5:1, generating substantial traffic and conversions by effectively targeting high-value search terms.

  • Improved User Engagement: The website redesign led to a decrease in the bounce rate, an increase in pages per visit (from 6.24 to 7.11), and longer average visit durations (6 minutes and 24 seconds), indicating a more engaging user experience.

The integrated approach of SEO, UX, and PPC optimization not only improved Southwire’s online visibility but also resulted in measurable business growth. The project demonstrated the effectiveness of a multi-channel digital marketing strategy for enhancing brand presence and driving conversions.

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