Simple, elegant, strategic changes coupled with publication-ready press releases to get relevant industry links can make a significant impact to the bottom line.
Increase in organic traffic to
target product and content pages
YOY increase in transactions
YOY increase in revenue
YOY increase in eCommerce conversion rate
Russums is a family-run business focusing on catering clothing and kitchen supplies for the hospitality industry. In early 2015, Ignition replaced the firm’s current marketing agency, which had never really taken the time to understand Russums’ market, customers or brand. This led to a Google penalty and had a negative impact on Russums’ brand and how its products were perceived.
We focused our content marketing efforts on improving organic performance in a way that made most commercial sense to the client—namely, through an SEO service. Rather than hold sessions to generate ideas for content, our approach relied on researching what Russums’ potential customers are actually asking for. To increase traffic and sales, we based our objectives on historical data taken from Google Analytics. This helped us identify a clear area on which to focus, to avoid spreading ourselves too thin and risking an erratic content strategy. ‘Chef’s knives’ was a clear profitable area accounting for around 22% of Russums’ revenue.
Organic SEO results have been tremendous, with key target areas seeing increases across the board. We successfully positioned Russums at the top of Google Search for its most valuable keywords through producing content based on users’ actual search queries, SEO best practice and contributions from top industry experts. Generally, Russums positioned itself as an expert able to answer commercial-informational user intent, increasing its organic revenue in the process.