Peter Pauper Press wanted to establish their own ecommerce presence without damaging the Amazon revenue stream they had already developed for their catalog of books, journals and stationery gifts. Finding the right audience and differentiating the product offering for searchers truly interested in premium paper goods were challenges I needed to overcome in order to deliver profitable campaigns.

The Challenge of of Startup Growth

What’s good for the user is good for search. The biggest challenge of the SEO audit for On One Studios (and all companies) is maintaining a customer-focused approach when optimizing.

Every action in the audit must answer the question: how does this help the user on your website? Each tweak needed to embody the core drive of the company.

We came up with a human-centric SEO strategy to guide my approach. The web audit was designed to address three critical issues:

Understanding the company’s core value proposition and drive.

Great tactics mean nothing without a proper guiding strategy. Before I started any optimization, I spoke with management on what constituted the company’s core drives. By understanding their unique selling proposition, I could write copy that reflected their goals.

Addressing website architecture problems with user-centric best practices.

The website needed to make sense to customers. From URL structure to homepage navigation, I needed to make sure each click on the website made it easy to get to a sale.

Identify competitor SEO strategies to implement off-page SEO tactics.

A key pillar of getting a site to rank is the number of backlinks pointing to it. I needed to create a comprehensive, white hat backlink strategy to boost the site’s domain authority. By looking at who our competitors were linked (and linking to), I got a sense of the types of backlinks I was looking for.

Education is a dynamic industry, I have had very specific goals with tight turn arounds. The challenge most often faced are that of prioritizing KPIS for different programs when there are hundreds of programs.

This client had more than 20 facilities for treating addiction. They were spending hundreds of thousands of dollars on Google ads in order to drive phone calls, but they had no call tracking and hadn't done any conversion optimization. We created microsites in order to narrowly target their advertising both geographically, as well as by substance (eg alcohol, opiates, benzos, etc). We set up call tracking and started A/B testing. We had a multitude of wins, losses, and iterations to the websites based on our work. But I'm proud to have skyrocketed their revenue with 3 separate A/B tests that EACH increased the conversion rate on their primary goal of a phone call by more than 100% (99% statistically significant).