Operating predominantly on social channels, Audio Concierge had only a few rankings. It is a unique project in that new products consistently make the previous obsolete, so efforts in ranking individual products would be lost. Keyword research was conducted to find out which products and brands carried volume in the search results. The strategy looked to rank brand pages with a focus on presenting the company as a reputable partner with a few perks over the standard retailers. We then underwent an outreach campaign to acquire strong links through creative content and strong relationships with bloggers.
Being purely online and selling high ticket premium audio items, brand is very important. On-site trust had to be built, a Trustpilot was setup and customers were prompted to leave feedback on their experience, which Phil provided a great one. Product trust was improved through showing of guarantees and full item descriptions for clarity. Reviews were showcased on key pages and links to the about page were also placed around the site as Phil offers a fantastic description of himself, the business and its offering.
Whilst we waited for the links to kick in, PPC was drafted as a short term revenue source and a means to appear for two positions in the listings when the site started to rank. The products are high ticket items and the clicks are cheap so it was a no brainer to build campaigns focussing on everything including tiny volumes. A creative and well thought-out campaign was created, leads weren’t huge but it gave the business enough money to reinvest into SEO and other channels. The ROI was fantastic and it gave the business the kick it needed.
Based on our research landing pages were optimised with good calls to action and trust signals. Product pages were also optimised based on the keyword research. Brand pages were re-thought and products were showcased along with a great brand description and optimised toward keyword research. With optimised landers the site was ready for some proper SEO and PPC.