Combining eCommerce SEO and PPC Management to Capture New Business
Eloquence operates within a distinct and highly targeted niche in the home furnishings industry. They specialize in sourcing authentic, high-end antique furniture from across Europe. However, they are far more than just brokers of genuine vintage and antique pieces. As true experts in their craft, they also create refined, intricately detailed re-editions of artisanal originals. Like most online retailers, they recognized the potential for both organic and paid growth through a combination of eCommerce SEO and PPC.
Drawing inspiration from a broad spectrum of antique design elements, including French Country influences, their team of visionaries transforms these historical aesthetics into a collection of exquisite, one-of-a-kind reproductions. While these pieces may not be antiques in the strictest sense, they exist in a league of their own. Each reproduction is meticulously handcrafted and hand-finished by skilled artisans, adhering to the highest standards of craftsmanship and attention to detail.
With such a compelling value proposition, it may seem as though their products would naturally sell themselves. However, in the competitive digital marketplace, even the most unique, irreplaceable, and premium products need to be strategically positioned within search results and media feeds—otherwise, valuable opportunities remain untapped.
Eloquence has a distinct advantage in delivering exceptional value to its customers, but their team needed a digital marketing agency that could create tailored strategies to bridge the gap between their online presence and the search queries of potential buyers within their target market.
With years of industry expertise, Obiyan Infotech developed customized eCommerce SEO and PPC management solutions for Eloquence, ensuring their brand reached the right audience and achieved their online growth objectives.
Addressing Challenges in the Industry
Obiyan Infotech’s collaboration with Eloquence began around the same time the global COVID-19 pandemic took hold. From the outset, concerns about digital marketing were at an all-time high, placing our ability to navigate a rapidly shifting landscape under intense scrutiny.
One of Eloquence’s partners recalled, “When COVID hit, we had concerns like many others in a nonessential industry.”
Ironically, the opposite occurred. Instead of struggling with demand, they faced supply challenges as interest in home furnishings soared. “Demand in the industry went up 200% last year because everyone was staying at home,” our contact noted.
This presented a dilemma—how much to invest in digital marketing and where to focus. “We had demand, but it was difficult to fulfill orders. We were hesitant to push marketing too hard because we didn’t want to increase backorders,” they explained. The challenge wasn’t just about brand awareness; it was about reaching the right audience.
In early 2020, we launched a custom eCommerce SEO strategy designed to gradually improve their organic rankings, ensuring their website appeared in searches performed by the most qualified buyers in their target market.
eCommerce SEO: A Long Term Game
Any eCommerce SEO agency will tell you that SEO—especially eCommerce SEO—is a long-term strategy, not something that yields instant results. Building domain authority and climbing the organic rankings takes time, particularly for highly competitive keywords with substantial search volume.
Because of this, evaluating the success of an SEO campaign after only a few months is often misleading. The real impact of SEO becomes evident only after sustained effort and strategic execution.
Still, our approach with Eloquence mirrored what we do for all our SEO clients: an in-depth competitive analysis and discovery process to identify the most profitable keywords. The goal was to strike the right balance between competition and opportunity, selecting search terms that provided the best potential for ranking success.
While high-volume, competitive keywords are appealing, they’re not always realistic targets. Instead, we focused on a carefully curated mix of competitive and opportunity-driven keywords—an approach that positioned Eloquence for long-term organic growth.
With a refined list of target keywords, we implemented a comprehensive set of on-page optimizations for Eloquence.com, addressing duplicate content, enhancing metadata, and refining category and product page content. Additionally, we tackled key technical SEO issues, such as disavowing toxic backlinks and eliminating broken links, to improve the site’s overall SEO health.
A robust content publication strategy also played a crucial role in our approach. This involved producing and publishing original, SEO-optimized content on Eloquence’s blog and key landing pages, along with an offsite strategy that placed valuable content on third-party platforms. These offsite efforts not only expanded brand visibility but also generated authoritative backlinks, reinforcing Eloquence’s credibility for competitive search terms.
SEO performance can be assessed through numerous metrics, but two of the most critical key performance indicators (KPIs) are organic traffic growth and session volume from organic sources. When comparing data from March 2020 to July 2021 against the previous period (March 2019 to July 2020), it’s clear that both KPIs have shown a significant and consistent upward trend.
Both overall user traffic and organic traffic saw substantial increases during this period, with particularly notable growth among new organic users. Additionally, session volume rose, signaling that the influx of new visitors to Eloquence’s website was more precisely targeted—indicating either a strong intent to purchase or genuine interest in their offerings.
Speaking of purchase intent, the ultimate objective of an eCommerce SEO campaign isn’t just to enhance brand awareness or boost organic traffic. While these are important milestones, they serve as stepping stones toward the primary goal: increased conversions and sales. When comparing this period to the previous one, Eloquence saw significant growth across multiple key performance indicators that directly impact revenue.
To gain deeper insight into the factors driving this organic growth, consider the following snapshot of the keyword improvements we facilitated for Eloquence. These keywords span a range of search volumes, with many generating thousands of global searches per month. More importantly, despite the varied distribution of these terms, they have all shown positive—and recent—ranking improvements.
While our eCommerce SEO specialists played a critical role in orchestrating this growth, it’s also beneficial that we have over a year’s worth of data to showcase the steady, long-term gains of SEO. However, organic strategies alone aren’t the only way to capture high-intent customers. Many forward-thinking online retailers leverage Pay-Per-Click (PPC) advertising to secure premium visibility at the top of Search Engine Results Pages (SERPs). This not only ensures that their brand remains highly visible but also prevents competitors from outbidding them for the most valuable digital real estate—positions that naturally command the highest number of clicks.
eCommerce PPC Management for Increased Brand Exposure
Nearly a year into their SEO partnership with Obiyan Infotech, Eloquence decided to expand their digital marketing strategy by incorporating eCommerce PPC management services. Their goal was to amplify brand visibility and drive additional revenue through paid search, complementing the steady organic growth from their SEO campaign.
Eloquence’s trust in Obiyan Infotech’s expertise as an eCommerce SEO agency played a key role in their decision to partner with us for PPC. They noted, “It’s been helpful that Obiyan Infotech understands our processes, manages our SEO, and is familiar with the overall functionality of our website. The comprehensive, strategic approach keeps us all aligned.”
The simplest way to measure the success of a PPC campaign is by determining whether it generates enough revenue to sustain itself while delivering a significant return on investment. However, this is only part of the equation.
By strategically targeting the right ad groups, focusing on high-intent keywords, and aligning with user expectations, a PPC campaign can drive not just clicks but meaningful conversions and revenue. What sets our approach apart from many other eCommerce PPC service providers is our commitment to ongoing optimization. We don’t believe in a “set and forget” strategy. Instead, we continuously refine each campaign, aiming not just for profit but for long-term efficiency—reducing cost-per-click, improving overall revenue, and maximizing return on ad spend (ROAS).
PAID TRAFFIC
