LOAD MOVEMENT PRODUCTS CASE STUDY
Airsled
About The Client
Load Movement Solutions & Products
Airsled offers clients products that utilize innovative air caster technology for easy movement of heavy objects such as appliances, furniture, pallets, and equipment.
The Challenge
As the leader in load movement solutions across numerous industries, Airsled started to experience a significant drop in their organic rankings. Wanting to improve their search engine results and increase their reach to their target audiences, and improve overall purchase conversions, Airsled invested in Results Repeat’s SEO and paid advertising services.
Our Solutions
SEO Performance Strategies
- Performed a full SEO technical audit to evaluate website security, speed, user experience (UX), indexation, accessibility and more.
- Conducted extensive SEO keyword research that focused on Airsled’s industry and products
- Reviewed top level pages for best use of target keywords in the title tags, meta descriptions, headers, on-page content, and call-to-action (CTA) buttons.
- Added schema (a type of code that helps search engines like Google characterize and categorize the content of web pages) to Airsled’s service catalog, products, videos, and other areas to increase opportunities to rank for rich search engine results.
- Improve the website’s internal linking structure to improve the user experience and make it easier for visitors to find the information they need.
- Implemented conversion tracking to identify specific actions users take when they visit Airsled’s website, including making a purchase or filling out a contact form. This tracking helps our team gauge the success of our SEO strategies.
- Conducted a full audit of Airsled’s Google Business Profile and updated it with relevant information such as business hours, product listings, and service areas. We continue to maintain this profile.
- Performed a competitive audit to gain an understanding of how Airsled’s major competitors are performing in search engine results.
- Optimized Airsled’s YouTube channel for improved search engine results.
Paid Advertising Strategies
- Started search and display remarketing campaigns in Google Ads. Our search campaigns use industry-specific keywords to maximize conversions for those interested in purchasing or reaching out to contact Airsled via a form submission, email, or phone call lead. Our remarketing campaigns help recapture users who saw our search ads and stay top-of-mind for previous site visitors to encourage conversions.
- Adjusted each ad weekly to further refine our targeting and identify opportunities for new keywords and campaigns that can benefit Airsled’s goals.
- Expanded our paid advertising strategies to include YouTube campaigns that showcase Airsled’s innovative products in a video conversions campaign along with a campaign for branded searches. Both of these campaign types help from a branding perspective to expand ad visibility, educate potential customers, and solidify Airsled’s brand presence given the increased competition in recent years.
- Utilized conversion tracking and underwent a smooth transition from the retired Universal Analytics (UA) to the new Google Analytics 4 (GA4) platform during the summer of 2023. These metrics are invaluable as they help highlight our KPIs every month to show our performance trends in a detailed reporting dashboard.
The Results
Data-Driven Results: SEO Strategies Q4 2022 vs Q4 2023
244%
Increase in Orders Received: 72 vs 248
51.5%
Increase in Phone Clicks: 33 vs 50
60.9%
Increase in Contact Forms: 23 vs 37
Data-Driven Results: PPC Campaigns from 2018 to 2023
5.06 Million
Paid Advertising Impressions served across Google Ads
71,472
Paid Clicks across Google Ads
638
Paid Conversions, including Online Orders, Form Fills, and Clicks to Call/Email, generated by PPC campaigns
-56.61%
Reduction in the client’s target cost per acquisition (CPA) in 2023 when compared to 2018. This reduction was achieved despite a rise in advertising costs.
