Case Study
Generating a 1000% growth in organic page views in a restricted market for blu
We worked within a heavily regulated emerging market to drive organic awareness, and we pulled it off perfectly.
Over 100 “position 1” listings achieved in search engines
1,208% increase in organic page views in France
47% of internet users read blogs daily
A challenging market
When you can’t pay your way to the top, getting in front of customers can be hard. It’s even more difficult when the product is heavily researched against competitors and there are multiple touch points before a purchase.
That was the challenge posed to us by our client blu, but, being the creative bunch we are, this was a task we were ready to tackle head on.
An integrated approach
blu had two core audiences:
- Existing vapers who may not use blu’s products – or not solely use blu’s products – and are looking for advanced e-cigarette information
- Smokers looking to understand more about vaping as an alternative to traditional cigarettes
To find innovative ways to connect with them, we conducted search and industry trends research. Three trends stood out:
- The rise of conversational query-based search phrases in both overall volume and traffic generation to the blu site
- The increased prominence of featured snippets at the user’s research stages in relation to these queries
- The rising sales of voice assistant devices and the focus of the big search players (Google and Yahoo) on voice search
We combined data from available search query tools with blu’s existing Google Analytics data to help us understand user intent while making purchase decisions.
A purchase funnel was built for the stages that potential customers go through. At each stage we identified the relevant conversational keywords and analysed the existing web and voice results for insight. This meant we could identify the gaps where new content needed creating or visibility needed improving.
Neon excels at execution and making sure deliverables are there in a timely manner. I would highly recommend them.
blu...going global
blu achieved over 100 Position 1 listings and numerous featured snippet results at early stages of the conversion funnel. Blu became the voice search result for a long list of queries relating to the use of eCigarettes and and vaping. As a result:
- USA organic page views increased by 58%
- Italy organic page views increased by 41%
- France organic page views increased by 1208%
- UK organic page views increased by 75%
We are here to help
Want to be at the top of the search ranks? How about a website that’ll give your audience a great experience? Or maybe you’re looking for a campaign that’ll drive more leads? Get in touch to find out how we can help.