Nationwide SEO and Google Shopping campaign for ecommerce store serving Inspection Cameras
Access Cameras are the market leaders for state-of-the-art inspection cameras in the UK and are the official suppliers to Local Councils, the Police, Fire Brigades, and UK Border Forces. In March, Access Cameras commissioned BarkWeb to create and implement a marketing strategy that would leverage search engines to generate sales. We quickly identified that despite the high-quality of their drain inspection cameras, duct inspection cameras, cavity wall cameras, underwater cameras, thermal imaging technology, and other specialist access cameras that their online presence was not perceived by search engines at the same level as the high-quality of their product.
The Access Cameras website is ecommerce and the purpose of the campaign was to optimise for specialist categories such as Chimney Inspection Cameras, Duct Inspection Cameras, Telescopic Pole Cameras, Drain Inspection Cameras, and Underwater Cameras. By using tools such as Google Analytics, it was possible to measure important metrics and attribute them to specific marketing channels, for example:
- Revenue on the website attributed to organic search
- Keyword positions in Google search results pages
- Conversions / transactions on the website attributed to organic search
A key objective of the campaign was to generate more sales from search engines, specifically, new sales as the client already had a successful customer retention and referral strategy. To achieve this objective we identified a dual-marketing strategy using SEO and Google Shopping. Both channels can be measured in Google Analytics using return-on-investment (ROI) models, and we could also measure the Google Shopping campaign using return on ad spend (ROAS) to ensure ad spend was being invested efficiently.
Since March, we've been able to increase the size of the marketing funnel at both the top-end and the sharp-end.
- +80% increase in all conversions
- +14% increase in conversion rates
- +61% increase in new customers
These results can be directly attributed using the linear attribution model to the organic search and paid search marketing channels.
- +51% increase in conversions attributed to organic search
- +11% increase in conversions attributed to paid search
What we did
We use a combination of SEO tools, some freely available and others paid for subscriptions, to optimise the Access Cameras website, including:
- Google Analytics
- Google Search Console
- Bing Webmaster Tools
- Microsoft Clarity
- Raven SEO Tools
- SEO Powersuite
- SEO Spyglass
- Rank Tracker
- Link Assistant
- Website Auditor
When Access Cameras came to us, most of these tools had already been set up but were being under-utilised to inform their SEO work, which was minimal. We used these tools to create a phased-SEO campaign, starting with establishing baselines and keyword research. This initial work helped to focus our efforts on key targets and measure performance against historical data, so we could use data to determine future changes.
You can see the effect of these searches in Google search result pages in this overview graph:
Popular searches over the last six months, that Access Cameras are attaining organic traffic for include:
- Drain inspection camera
- Pole camera
- Speedy hire drain camera
- Inspection camera hire
- Telescopic inspection camera
How did the SEO affect website performance in general?
By increasing the overall volume at the top of the funnel we effectively increased the number of sales at the bottom of the funnel. It was, therefore, relevant to include other key metrics such as the number of website visitors, sessions, and engagement metrics over the past year to measure the overall impact of this campaign and understand how we achieved the sales, from the top of the funnel down.
We're proud to have helped another business become more successful through their website by marketing effectively across search engines. By optimising an under-utilised marketing channel, in this case, Google, the client was able to massively increase sales over the year.
The strategy of using both an organic and paid approach, working in tandem, delivered a more powerful and co-ordinated message on Google. Sending more traffic to the website and returning greater dividends for the investment, with a much-improved effect on the conversion rates and the number of sales.
As a result, Access Cameras have incorporated SEO and Google Ads into their regular marketing plan all year round.
Looking to invest into SEO in 2021?
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