How a national sign company tripled SEO keywords and used A/B testing to increase paid search conversion rates by 48%

Case Study Background

Stewart Signs is a division of EBSCO Industries, one of America’s largest privately held corporations. They have sold signs to over 50,000 customers for 50 years. Churches and schools are the top markets, and LED signs are becoming increasingly popular over traditional changeable letter signs.

Challenges

McDougall Interactive was initially brought in to conduct search engine optimization after a year-long website redesign dramatically dropped traffic and conversions. Rising costs of Google ads and changes in the Google algorithm meant that the methods of marketing needed to change.

Marketing Strategy

A technical analysis of the website revealed a considerable amount of errors and provided a breadcrumb trail to guide us in correcting the dramatic drop in organic rankings. A deep competitor analysis across various size competitors showed us that while we were not at the bottom of the pile, some websites were getting a much greater share of voice in terms of search rankings.

We also discovered that competitors often had landing pages or more conversion optimized pages for customers that clicked a Google ad. Social media was also an area that needed to be improved — along with fixing negative reviews.