The challenge: Increase organic search traffic
Murals Your Way, a company that produces custom wall murals for homeowners and decorators, was pondering their next move when they came to Brandpoint for online marketing help about a year ago. They weren’t seeing the kind of results they wanted from paid search and had maxed out their Google pay-per-click budget. With little organic search traffic — they weren’t appearing on the first page of Google’s search results – they knew they needed to find a way to elevate their visibility. Their sales from organic search at the time were negligible; they wanted to find a way to change this.
The solution: High-quality, search-optimized content strategically positioned
Enter Brandpoint: Building on keyword research that Murals Your Way had already done, Brandpoint identified additional keywords important to the company’s potential customers that could be incorporated into all new website content. They suggested making certain key areas of Murals Your Way’s website more robust: To highlight Murals Your Way’s home decorating products, detailed descriptions were added to product pages and merchandise category pages, and a more comprehensive buyers’ guide was created. Additional content was added to landing pages as well to help visitors move throughout the site more easily. Although optimization was an important part of this new strategy, filling out the site with interesting, useful content that would engage visitors longer was a priority too.
The results: Improved visibility, increased organic traffic and sales
- Murals Your Way jumped to page one in Google searches; surpassed multiple competitors
- Organic traffic increased by more than 5,000 visits per month
- New visitors made up 76 percent of the increased traffic
- Average visit length increased to 4.5 minutes, pages viewed per visit increased to more than 9
- Organic search sales increased by 172 percent
The summary: High-quality content strategically placed gets results
By strategically positioning and increasing the amount of high-quality content on their site, Murals Your Way was able to improve their organic search results dramatically. They were also able to engage visitors for longer periods of time. With so much product and category information, site users were more apt to browse and buy. Thanks to additional, optimized content, Murals Your Way was easier to find on the web, and a lot more interesting once visitors arrived there.
