Broadway Basketeers
Broadway Basketeers is a US-based gift basket delivery company that specialises in providing unique and delectable kosher gift baskets. Operating in a competitive market alongside established brands like GourmetGiftBaskets.com and Harry & David, Broadway Basketeers aimed to carve out a niche for themselves and boost their online presence to reach a wider audience. In this case study, we'll explore how Stonechat Digital helped Broadway Basketeers increase their traffic and revenue, solidifying their position as a go-to source for premium kosher gift baskets.
Background
Before partnering with Stonechat Digital, Broadway Basketeers faced a series of challenges that hindered their online growth. They had previously fallen victim to black hat SEO tactics, resulting in a multitude of poor-quality backlinks. Despite disavowing these backlinks, several of their category URLs remained blacklisted by Google. This significantly impacted their search engine rankings, making it difficult for them to appear in the top 30 results for popular gift basket search queries related to birthdays and sympathy gifts. Additionally, their website was poorly designed, which affected user experience and made it challenging for potential customers to navigate and make purchases. Broadway Basketeers had also experimented with PPC campaigns, but they struggled to achieve profitability due to the limitations of their website and ineffective targeting strategies.
Objectives
To help Broadway Basketeers overcome their challenges and reach their full potential, Stonechat Digital established the following objectives:
Redesign the website: Improve the user experience (UX) and conversion rate by creating a visually appealing, easy-to-navigate website that encourages visitors to explore and purchase gift baskets.
Increase organic traffic: Implement a comprehensive SEO strategy to improve search engine rankings, making the website more visible to users searching for gift baskets related to birthdays, Christmas, and other occasions.
Increase organic sales and revenue: Drive growth in sales and revenue by attracting more organic traffic, optimizing the website for conversions, and showcasing the unique value proposition of Broadway Basketeers’ kosher gift baskets.
Achieve positive Return on Ad Spend (ROAS) via PPC: Develop and execute effective PPC campaigns that target relevant keywords, demographics, and interests, resulting in a positive ROAS and increased profitability for Broadway Basketeers.
Strategy and Tactics
To achieve the objectives set for Broadway Basketeers, Stonechat Digital employed a range of tactics that focused on understanding the competitive landscape, optimising the website, and executing effective SEO and PPC strategies. The following tactics were implemented:
1. Competitor Analysis: Conduct a thorough analysis of the marketplace to gain insights into SEO, PPC, and UX strategies employed by competitors.
2. Website Redesign: Revamp the website, optimising product listings and adding high-quality product photographs to improve user experience and conversion rate.
3. Technical SEO Audit: Perform regular comprehensive technical SEO audits and implement necessary changes to improve the crawlability and indexation of the website.
4. Backlink Audit and Disavow: Identify and disavow harmful backlinks resulting from previous black hat link building tactics to restore the website’s credibility in the eyes of search engines.
5. Content Audit and Optimisation: Remove outdated categories, enhance existing ones, and add new targeted categories to better serve the needs of the target audience. Optimise page titles, meta descriptions, and headings, as well as information architecture, content structure, and format. Update site copy to include additional keyword variations.
6. Needs-based Content Creation: Develop content that addresses the specific needs and search queries of the target audience, showcasing the value of Broadway Basketeers' kosher gift baskets.
7. PPC Account Restructure: Revamp the PPC account structure to ensure efficient targeting, budget allocation, and ad performance tracking, ultimately achieving a positive ROAS.
By combining these tactics, Stonechat Digital provided Broadway Basketeers with a holistic digital marketing strategy that addressed their unique challenges and set them on a path to growth and success.
Wirral, United Kingdom
