goodr SEO

Background

goodr is an eCommerce retailer known for their eccentric branding and high-quality yet affordable sunglasses with styles, designs, colors, and names you won’t soon forget. They pride themselves on the price point of their products without having to sacrifice quality. In goodr’s words and certainly more fun terms, they pride themselves on “maintaining the four ‘F’s’ - fun, fashionable, functional, and ‘fordable!”

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goodr came to elk Marketing in November 2019, a matter of months before a time infamously known as the beginning of a long, tumultuous road of havoc that has taken place on a global scale that we are still recovering from today. In retrospect, it was this timing that worked out so well for goodr to build a new organic revenue stream before crisis struck.

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As many industries and business models alike felt the undeniable struggle of COVID-19, eCommerce brands ranked as one of the most vulnerable. Thousands of eCommerce businesses were forced to reevaluate their marketing tactics and risked significant economic danger if they didn’t pivot correctly.

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Problem

goodr understood that in order for their business to successfully navigate these challenges, they needed to invest in their SEO performance, and they needed to do it as soon as possible.

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While the entire world was shutting down, they understood that it was paramount for their brand to reach as many eyes as possible. Additionally, they understood that while good SEO had the power to carry them through this challenge, it was also a wise investment for the future of their business.

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They hired the elk team with one solution in mind: to effectively increase organic search traffic. They understood this was and is the most solid and reliable avenue to increase conversions and sales.

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The team at goodr was ranking for just over 6,000 keywords related to sunglasses in March 2020, but they knew with the right SEO strategy, not only could they increase the amount of their ranking keywords, but also strengthen their page one presence.

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Strategy

Elk executes a proven, three-pronged approach to SEO, and the blueprint for goodr’s growth plan was no exception. This three-pronged strategy includes methodically focusing on the three main pillars of Search Engine Optimization, including content, on-page optimizations, and both interlinking and backlink acquisition.

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Each pillar of SEO requires thoughtful strategy with an analysis of competitors and a deep understanding of how to carefully optimize for each keyword target correctly without harming any current rankings. Because of this, SEO is a marathon and not a sprint. Additionally, SEO cannot be done effectively by one person with over 200+ factors to consider.

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The elk team brought industry experts to strategize and execute each pillar of SEO in order to increase goodr’s organic search traffic.

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After performing in-depth research surrounding the sunglasses industry and its most searched keywords, elk deployed its growth strategy for goodr’s site. By creating unique content that has been formatted for SEO, optimizing the on-page signals to follow SEO best practices and surpass competitors, and acquiring and pointing high-powered backlinks to their product and collection pages, elk was able to produce results that met and surpassed goodr’s initial 120-growth plan, even during a global pandemic.

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Results

Within the span of 28 months, goodr’s page one keyword growth has grown by 42%, their organic sessions have increased by 350%.

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goodr now proudly sits on page one for “running sunglasses” and ranks for over 41,000 keywords… and counting.

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"We've witnessed firsthand the power of content marketing for SEO, how building out landing pages with targeted content can help us rank on page one for search terms we find value in, and how much of an impact SEO can have on an eCommerce site. Our team is looking forward to continuing to increase our brand recognition and revenue with the help of the elk team."

-Dan, Chief Revenue Officer

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"Working with the elk team has been a blast! Our teams mesh well together and we see solid results week after week. Planning creative campaigns, working on SEO and content for our eCommerce site, and strategizing plans for continued scalability is an enjoyable and productive process with their team."

-Fitz, Head of Digital Sales & Marketing

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