Anna Davies: Technical SEO & Project Management

Overview

By looking beyond the PPC shopping management side of the work we do, our multi-discipline team looked at the user journey across Search as a whole. By identifying pinch points after our Ad clicks to conversion, it was clear poor SEO impact and specific technical issues were hindering volume and revenue. By combining technical SEO and PPC data and our deep working relationship with the client, our team created a technical SEO plan. This fixed core SEO/ CRO issues, while improving the shopping feed and organic search visibility in just 3 months, with lasting value. The outcome was stark with a 54% increase in organic traffic and 300%+ increase in peak sales revenue. Importantly, the role Organic Search plays within the conversion process increased as an assist and now contributes to 33% of all user journeys to conversion.

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Increase in Organic Search Volume

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Increase in Impression Share

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Organic Search Sales Volume

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Increase in Organic Search touchpoints

The Challenge

Having worked with Anna Davies a number of years a number of challenges was preventing the serious growth OneFeed create for clients. A decline in technical infrastructure and issues with website conversion was leading to inefficient budgeting and decline in overall sell through rate. Competition within Anna Davies’ vertical and product categories was increasing and leading to further business pressures and greater investment being needed to drive sales.

We needed to take action and form a long-term, holistic plan. With CPC rates increasing, SEO ranking falling and total Search volume in gradual decline. A clear roadmap and plan, which would create short term results and long-term value was needed.

Our Approach

A consultative approach to a technical SEO initiative led OneFeed to create and lead the implementation of a technical SEO audit. The priority was getting the technical SEO foundations in place to maximise the user experience and resolve a number of technical issues spanning website shopping feed, Conversion Rate Optimisation (CRO) and Usability (UX).

A clear development backlog / task list and prioritised roadmap was created. In collaboration with the development team, our SEO and PPC specialists and marketing strategist delivered a joined up approach focused on the quick wins ahead of the looming peak season of November / December.

Simultaneously resolving the organic and PPC issues saw instant benefits for both SEO and PPC revenue, overall Search visibility and website traffic. By systematically working on optimising priority brands identified through the historical PPC data we could ensure focusing on delivering the most value to future SEO projects and driving short-term sales while building long-term SEO value.

By managing the workflow and project directly liaising with the third party development company, OneFeed reduced the time needed by the client to oversee the project. As a trusted source of Search knowledge, future SEO considerations and ongoing opportunities have been identified to further build on this renewed Search foundation and drive further growth.