How An Industrial Design Studio Grew 15X Organic Traffic

So Watt Studio is an industrial design company based in Marrickville, Sydney. Their award-winning work and get-it-done ethos have won them a trusted reputation in the industry.

This year, they've even received international recognition through winning the German Design Award 2020, Excellent Production Design - Office Furniture category. Plus, they also picked up a victory at the longlisted Dezeen Awards 2019 - gaining recognition from over 4,500 entrants across 87 countries.

At the core of their work is a belief that "the future of goods-making is ethical, local and inspirational". That's why we've loved working with them for the past 12 months - and are thrilled to continue partnering on delivering serious digital results.

As a growing small business, So Watt Studio was looking to make their mark online and generate more consistent revenue streams. That's why in mid 2019, they decided to partner with Online Marketing Gurus.

Over the past 12 months, the Gurus have jumped onboard to strategise and execute a comprehensive SEO campaign. Plus, we've assisted So Watt Studio in launching and ramping up their online store - as a new revenue stream to the business.

Already, we're seeing a sizeable uptick across traffic, conversions and revenue. 1500% more organic traffic, 4175% more organic conversions, and a new revenue stream from their online store. Read on to see how we helped So Watt Studio achieve these incredible results.

We chose to go with OMG after interviewing 3 different SEO companies and it was one of the best decisions we have ever made for our business. Every company told us it would be 6 months before we saw any results - it has only been 3 months with OMG and there is a tangible increase in our online sales! Hannah and Alex have been a pleasure to work with and explain everything to us in layman's terms, thanks guys!!!

SoWatt

Sophie Bain - Director

01

Developing the right foundation.

Through our initial audit, the Gurus uncovered several actionable ways to make the So Watt Website do more heavylifting for their marketing. This included setting up goal tracking in Google Analytics, optimising their GMB, addressing 404 errors and quickly updating missing or duplicate meta descriptions.

The data shows us that Google uses 100s of signals to determine a website's rankings. So tackling these action points early helped us measure results better and best position the website for success.

02

Crushing it with content.

High-quality and unique content is a crucial ranking factor for a page. Early on, we noticed a key growth opportunity in So Watt Studio's service pages - several of which featured a low amount of content which didn't target important keywords. Whatsmore, there weren't any shop category pages, meaning less chance of ranking for those specific keywords.

That's why knuckling down on the content front was one of our next steps. We optimised existing pages, and launched new subcategory pages. We also implemented internal linking optimisation from category service pages (i.e. lead generation pages) to their products, and internal linking to products across the site (i.e footer.).

03

Increasing non-branded search.

To support So Watt Studio's long term growth, we assisted in mapping short, medium and long-term goals. One of those goals was to increase non-branded search, which would position the website front and centre for a flood of new high-intent, ready-to-buy customers.

We focused on product page optimisation including product descriptions, product FAQs, and product link building to very niche specific products which are able to rank for competitive terms.

Due to our ongoing efforts, they're already starting to rank for 435% more keywords. Currently, So Watt are sitting on page 1 for crucial industry terms such as 'plywood', 'plywood furniture', 'plywood desk', and 'plywood furniture sydney'.

04

Assisting the flow of conversions.

As a team, we evaluated So What Studio's content on an individual page level - but also on a macro level. The Gurus developed a content strategy to facilitate more intuitive user experiences which would lead to more conversions and revenue.

This included providing advice around which category pages to launch, where to feature more different-priced products, and monitoring conversion paths via Analytics. Within 12 months, we're already seeing 4175% more organic conversions.