Summary
"Nike's Organic Revival: A 4X Surge in Revenue" In 2023, Superbalist.com embarked on a transformative journey to rejuvenate the Nike brand page. Teaming up with Infidigit, the goal was to revitalize the brand's online presence. Challenges included lost authority, deindexing, and declining keyword rankings. Infidigit's data-driven strategy was instrumental in achieving remarkable results: - Organic Transactions skyrocketed by 1050% - Organic Revenue witnessed an astonishing growth of 4135.03% - Organic Sessions surged by an impressive
Challenge
Our marketing challenge centered on the Nike brand page on our website. When redirection of the page happened, from /brands/nike to /brand/nike, it caused a loss of authority and resulted in a drop in rankings for crucial keywords. After the redirection, the /brand/nike page lacked substantial content, leading to its deindexing. This loss of indexation affected our visibility for a critical keyword, resulting in a decline in page's sessions and revenue. In summary, our challenge arose from SEO and content issues, causing a decline in keyword rankings, visibility, and revenue on the Nike brand page. Addressing this challenge was vital to regain lost ground and optimize our online presence.
Objective
Our campaign was guided by clear and measurable objectives: 1. Increase Non-Brand Clicks & Impressions by 100%: We aimed to double clicks and impressions for non-branded keywords, broadening our online reach. 2. Boost Overall Organic Sessions by 500%: Our goal was to quintuple organic sessions, enhancing website visibility and engagement. 3. Boost Organic Transactions by 400%: We targeted a fourfold increase in organic transactions to grow revenue from organic traffic. 4. Boost Organic Revenue by 800%: Our most ambitious objective aimed to achieve an eightfold increase in organic revenue, optimizing the ROI of our organic marketing efforts. These objectives provided a clear roadmap for our campaign, ensuring quantifiable growth in non-brand clicks, organic sessions, transactions, and revenue. They served as key performance indicators to evaluate our campaign's success and impact.
Strategy
To tackle the challenges at hand, we devised a comprehensive strategy aimed at revitalizing our Nike brand page and optimizing its organic performance: 1. Created an on-page strategy focusing on the following points: a. New content – Suggested new content with new keywords which has the right user intent and good search volume. It helped us attract a new audience and contribute to new transactions. b. Update the meta titles and descriptions - The updated CTA helped the audience take action and increase the CTR of the page. c. Update Header Tags on the page - It lets Google bots know what is page is about and helps in ranking the page on SERP. d. Suggested FAQs Schema - For more visibility on SERP with a featured snippet. e. Updated internal links in content from old URLs (/brands/nike) to new URLs (/brand/nike): It helped Google know the URL was updated and to pass the authority from the old page to the new page. 2. High-quality backlinks - Backlinks were built from high-domain authority sites to gain visibility for keywords. Also, updated the backlinks on the website from the old URL to the new URL.
Data
Our strategy to revive the Nike brand page and optimize organic performance was strongly driven by data: 1. Decoding Technicalities: - FAQ Schema Implementation: We incorporated FAQ Schema based on data indicating its importance for search visibility and user engagement. - Internal Link Updates: Data analysis highlighted the need for updating internal links, ensuring a seamless user experience during the transition to new /brand/nike URLs. - Image URL Updates: Data-driven decisions led us to update image URLs, aligning visual elements with the updated page structure. 2. On-Page SEO Strategy: - Page Gap Analysis: Data-driven insights revealed content gaps on the /brand/nike page, prompting us to conduct a Page Gap Analysis to identify areas for content improvement. - Meta Tags and Header Tags: Keyword analysis informed the optimization of Meta Tags and Header Tags, aligning them with user search intent. - High-Quality Content: Our content strategy was data-informed, ensuring that we crafted high-quality, keyword-optimized content to provide value and improve indexing. 3. Backlink Approach: - Q&A Forums and Domain Identification: Data guided us in engaging with the target audience on Q&A forums and selecting authoritative domains for backlink-building, enhancing brand authority. - Keyword Research: In-depth keyword research informed our choice of high-potential keywords for backlink activities, expanding our brand's reach. Our data-driven strategy combined technical SEO expertise, on-page optimization, and an outward-focused approach. This allowed us to recover lost rankings and visibility while establishing a strong foundation for sustained organic growth for the Nike brand page.
Solution
Our data-driven strategy for optimizing the Nike brand page was founded on a key insight: 1. Unleashing AI for Keywords Insights - AI-driven keyword research was pivotal in our strategy. Data-guided AI tools allowed us to identify high-potential keywords aligned with our objectives and anticipate emerging trends. - AI-powered content creation tools enabled us to craft user-centric, engaging content based on data-driven insights into language usage and search intent. In summary, the approach employed before AI was significantly more complicated, involving manual placement of keywords within the content. The introduction of AI expedited this process, efficiently positioning the keywords in their appropriate places within the content. Our strategy was concise and precise, built on AI-enhanced data insights. We used data to conduct comprehensive keyword research and create compelling content, resulting in a holistic approach that resonated with our audience and drove organic growth for the Nike brand page.
Results
Following the implementation of our strategic plan, we observed remarkable results on the Nike brand page in June 2023, showcasing the campaign's success: - Organic Transactions: Increased by an impressive 1050%, demonstrating a substantial surge in user engagement and conversions driven by our strategy. - Organic Revenue: Showcased a remarkable growth of 4135.03%, underlining the campaign's substantial impact on revenue generation through organic channels. - Organic Sessions: Grew by 2138.89%, indicating a significant improvement in website traffic and user engagement. - Overall Clicks & Impressions: Increased by 184.43% and 164.81%, respectively, underscoring the improved visibility and interaction with the Nike brand page. - Non-Brand Clicks & Impressions: Also saw substantial growth, with a 203.55% increase in clicks and a 171.86% increase in impressions. This demonstrates the campaign's effectiveness in expanding reach beyond brand-specific searches. Our data-driven approach, combined with meticulous execution, led to a remarkable transformation of the Nike brand page's organic performance. These results affirm that our strategy not only met but exceeded our goals, making a substantial difference in the brand's online presence and revenue generation.
