ELEMENTS: Google Adwords advertising, Website SEO search engine optimisation
KEY PERFORMANCE INDICATORS: Organic traffic, Paid traffic, Fulfilled rental form
YEAR OF IMPLEMENTATION: 2018-2019
100 % increase of organic traffic
We managed to increase organic traffic by 100%. This, in combination with paid advertising led to an increase of purchases both online and in the physical store.
The company Wasup deals with the sale and rental of water accessories, mainly paddle boards and paddling equipment. They sell products through their online store and make them available at their physical store as well. They have been active on the market since 2017 and are the official representative in Slovenia for the sale of the renowned paddle board brands Starboard and Shark.
In October 2018, we started working on SEO optimisation for the Wasup online store on the search engine google.si in order to find the top ten most-searched keywords. SEO optimisation was divided into the so-called ON-SITE part, which included the technical and content adjustment of the online store, as well as the OFFSITE part, which is still ongoing and includes building backlinks.
There was a 100% increase in the number of organic traffic in 2019, in comparison with the same period in year 2018.
Since this is a relatively new online store and paddle boarding is not that well known in Slovenia yet, Wasup mainly faced the challenge of being unknown. Moreover, a strong competitor has been active in the Slovenian market for quite some time and was successfully raising awareness about paddle boarding. At the time we approached the project, the competitor was the leading supplier of paddle board sales and rentals in Slovenia.
The goal initially stated by our client, Mr. Žan Strnad (owner and CEO of company Wasup) was: “Our goal is not to overtake our main competitor, since this is practically impossible, but what we wish is to get as close as possible.”
We began cooperating with Wasup in May of 2018, first by refreshing the design of the Wasup online store and then by working on their Google Adwords campaigns. During this time, we focused only on paid advertising with an emphasis on increasing rentals and paddle board purchases.
Paid advertising showed all the disadvantages of low organic rankings. We were losing the so-called INDIRECT CONVERSIONS (buyers) who make their first contact through paid advertising but then make their purchase as an organic traffic source. Additionally, lower organic positions mean a lower quality score for keywords, which affects ad positions, their display frequency and cost-per-click.
It was of key importance to start improving the company’s organic positions immediately after the end of the season in September so as to convince the client and build a good base for the 2019 season.