Turning organic search into the company’s #1 lead generation channel
Like many other industries, the branded swag industry suffered massive losses followed by a dramatic decrease in demand after the Covid-19 outbreak in China and the rest of the world.
SwagDrop (which was back then called ‘PRG’ and was using the domain prgstore.ca) saw its whole business model turn upside down and called for solutions that would help the company not only survive but also grow in the years to come.
These solutions wouldn’t have been possible in a physical world since, after the Covid-19 outbreak, most sales activities moved online.
Before we started working together, PRG had no visibility in the US and Canada for terms relevant to the company’s products and services.
The lack of visibility resulted in no organic traffic from the US or Canada.
Since the website didn’t have any visibility and traffic from the US and Canada (the company’s main target countries), there were no sales that were directly (or indirectly) attributed to SEO before we started working together.
At the same time, the fact that Covid-19 almost destroyed the branded swag industry led our client to seek alternative sources of revenue for their business.
Luckily, our client made the decision to move forward with an initial 6-month engagement with us.
Following our qualification process and after agreeing on all levels, we kicked things off on August 1st, 2020.
We started by defining the audience and conducting keyword research.
This allowed us to identify all the keyword opportunities we could go after in the first 6 months of our engagement.
We mapped the keywords we identified to specific lifecycle stages, and after coming up with the Opportunity Score for each keyword, we prioritized them and put them in a content calendar.
After creating a content calendar for the next 6 months, we started working on content creation.
Our initial engagement included 5 pieces of content per month, but after getting traction and understanding the best topics and keywords for our client, we increased the engagement to 10 pieces of content per month.
We didn’t stop there.
We constantly pushed the envelope, brought new ideas to the table, and executed those ideas promptly and professionally.
In December of 2021, more than a year after we started working together, we made a risky recommendation.
We recommended a new brand name and migrating the old domain (prgstore.ca) to its new one (swagdrop.com).
In January of 2022, we facilitated the migration process, which helped our client from a brand standpoint and an organic growth perspective.
Our effort resulted in more than 20K monthly organic visits, primarily from the US and Canada, our client’s target countries.
The growth in organic traffic was possible due to developing visibility for more than 15K organic keywords, many of which are keywords with high commercial intent.
Above all, we managed to turn a channel that was non-existent for our client before we started working together into the company’s #1 revenue-generation channel.
Today, we continue being on top of the game and help SwagDrop reach even higher heights.