CASE STUDY

Turning Organic Search Into the #1 Lead Generation Channel for B2B Platform

INDUSTRY

Β2Β

LOCATION

Toronto (CA)

TIMEFRAME

August 1st, 2019 to August 1st, 2022
Mark Jackson
President
I would have to say, make that decision as quickly as possible. That was the only thing that I regretted; that we didn’t make the decision quickly enough.
20K+
monthly organic visits primarily from the US and Canada, our client’s target countries
15K+
organic keywords, many of which are keywords with high commercial intent

Turning organic search into the company’s #1 lead generation channel

The company

SwagDrop is one of the fastest-growing platforms online for branded swag. With SwagDrop, you can order and deliver branded swag to your customers, employees, partners, and anyone else you like. SwagDrop serves customers in the US and Canada and has had a presence in the branded swag industry for almost 3 decades.

Growth Summary

Within 24 months, we helped SwagDrop—one of the fastest-growing online platforms for branded swag—make organic search the company’s #1 revenue-generation channel. We achieved this through a combination of content strategy, content creation, and SEO services. In Q1 2022, the company changed its name to SwagDrop and moved its existing website (prgstore.ca) to a new domain name (swagdrop.com) after our recommendation. This amplified our efforts even further and helped us establish the website as one of the top websites in the branded swag industry online.

The Challenges

Highlights
  • Zero visibility in the US and Canada for terms relevant to the company’s products and services
  • Zero traffic in the US and Canada
  • Zero sales directly attributed to SEO
  • Needed new revenue-generating channels
  • Lack of content creation processes and workflows

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.

I would have to say, make that decision as quickly as possible. That was the only thing that I regretted; that we didn’t make the decision quickly enough.

Following our qualification process and after agreeing on all levels, we kicked things off on August 1st, 2020.

The Solution

Highlights
  • Define the content strategy and identify all the keywords for which the website had to get visibility
  • Score these keywords based on the Opportunity Score and prioritize them accordingly
  • Create content that ranks really high in Google’s search results in the US and Canada
  • Establish processes and workflows that require minimal effort on our client’s side
  • Provide recommendations regarding SEO and come up with suggestions on new initiatives to further enhance the website’s visibility
  • Successfully migrate the website from its old domain (prgstore.ca) to its new one (swagdrop.com)

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.

Their management style is transparent. They were very open about the tools and processes they use, and their communication is very timely as well.

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.

One of the things that’s most impressive about Minuttia is that they’re not static. They’re always growing and changing almost like Google’s algorithm.

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.

Results

Highlights
  • More than 20K monthly organic visits primarily from the US and Canada, our client’s target countries
  • Visibility for more than 15K organic keywords, many of which are keywords with high commercial intent
  • Turning organic search into the company’s #1 lead generation channel

Our effort resulted in more than 20K monthly organic visits, primarily from the US and Canada, our client’s target countries.

 

 

Minuttia met and exceeded every metric we identified at the beginning of our engagement.

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.

Our business has been dramatically affected by working with Minuttia. Not only has SEO contributed to new customers but really opened new areas and worlds we wouldn’t have thought of on our own.

Today, we continue being on top of the game and help SwagDrop reach even higher heights.

They’re very invested in our success, and it goes really beyond just asking “How are things?” or “How is business?

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