Mid-Funnel SEO Strategy Leads Hot Rod Hardware to an 85% Revenue Increase in 6 Months!

Hot Rod Hardware, a premier ecommerce destination for hot rod enthusiasts, offers a diverse selection of parts and accessories, ensuring top-notch performance and style for classic cars.

Objectives

The primary goal for Hot Rod Hardware, a specialist in hot rod automotive parts and accessories, was to enhance its organic traffic and revenue through strategic search engine optimization (SEO). The company aimed to leverage organic search as a cost-effective method to improve its market presence and sales performance.

Challenges

Hot Rod Hardware faced several significant challenges at the outset of this campaign:

  1. Inverted Conversion Funnel: The company’s SEO efforts were predominantly focused on product page optimization, neglecting the mid and top of the funnel. This narrow approach limited the potential for broader audience engagement and lead nurturing.

  2. Declining Traffic and Revenue: The business observed a consistent downturn in both website traffic and revenue over the preceding months, indicating a need for a revamped SEO strategy.

  3. Resource Constraints: Limited development resources were available for website enhancements, necessitating a highly efficient approach to SEO that could yield results without extensive website redevelopment.

  4. Budget Limitations: With a constrained budget, the strategy needed to forego off-page optimization activities, such as backlink building, in favor of on-page tactics.

Strategy

To address these challenges, Digital Junkies devised a focused strategy that emphasized efficiency and high-impact actions:

  1. Optimizing Mid-Funnel Content: By creating and optimizing content for high-value collection pages, the strategy aimed to attract and engage users at the mid-funnel stage, facilitating a smoother journey towards conversion.

  2. Streamlining Collection Pages: Low-value collection pages were either removed or redirected to concentrate SEO efforts and user experience on more impactful pages.

  3. Expanding High-Value Pages: Identifying opportunities for new high-value collection pages allowed Hot Rod Hardware to capture additional organic traffic and cater to broader customer interests.

Results

The implementation of this strategy over a six-month period yielded remarkable improvements:

  1. Impressions: A 160% increase in year-over-year impressions for optimized pages, demonstrated significant growth in brand visibility.

  2. Clicks: Clicks surged by 180% compared to the previous year, indicating more effective content engagement and user interest.

  3. Keyword Ranking: The average keyword position improved from 27.1 to 16.9, enhancing visibility in search engine results.

  4. Top 10 Keyword Performance: Keywords ranking in the top 10 positions increased by 86%, showcasing the effectiveness of the optimization strategy.

  5. Organic Revenue Growth: Organic revenue saw an 85% year-over-year increase, reflecting the direct impact of SEO improvements on financial performance.

  6. Market Competitiveness: Despite having a smaller product catalog and ecommerce website, Hot Rod Hardware outperformed top competitors like johnnylawmotors.com, affordablestreetrods.com, and yogisinc.com in organic traffic, highlighting the efficiency and success of the SEO strategy.