‘Transformative’ results? YESSS please…

What We Did

After exhaustive research, our SEO experts formulated a detailed roadmap designed to firmly cement YESSS at the top of the SERPS for the keywords that matter most. 

Content creation and optimisation was vital for the ongoing success of the campaign.

We began a continuous programme of re-optimisation based on competitor performance and the latest SEO trends.

After assessing monthly search volume against SERP competition and relevance, Ascensor’s specialists got to work on pages in order of potential impact on sales, improving and expanding on existing content, and in many cases creating all-new, highly relevant, readable sections to better inform customers with FAQs and in-depth category information, as well as ticking the key boxes for the search engines. 

As part of a major category restructure, the SEO team performed search volume hierarchy analysis in order to segment and prioritise the tackling of category subfolders which needed to be restructured to prevent duplication, cannibalisation and unnecessary indexing.

The category restructure was necessary due to weak and duplicate string endings - many ‘paths to product’ were too long, with users clicking through four or five category pages to reach some products.

The restructure led to an immediate increase in ranking positions for several keywords. 

Our ongoing SEO work has seen us optimise website health and page speeds, provide keyword clusters data and create seasonality trend data, alongside identifying other issues and providing solutions to challenges such as URL restructuring and redirects.

Crawls and regular healthchecks discovered a number of indexing issues which were fixed by resubmitting the sitemap to ensure that Google is aware of YESSS’s priority pages.

We also manually submitted requests to ensure that the priority pages were correctly indexed. 

Thanks to our work, rankings quickly found traction and organic traffic visibility began to rise.

Meanwhile, our PPC strategy was driving more traffic to the pages that we had optimised, as well as the wider YESSS site.

Although YESSS were already running ads on Google, much of their budget was spent on customers who were already committed to buy from them, thanks to exclusive contracts.

We took control of YESSS’s Google ad account and made a host of improvements in order to increase sales from non-exclusive businesses and B2C buyers, and to avoid ad spend being wasted on exclusive company clicks that could have been achieved organically.

To achieve this, we created custom website purchase conversions that only trigger for certain purchase types, such as a B2C purchase or a non-exclusive sale.

This means our ads are not ‘rewarded’ by Google when achieving an exclusive sale, further biasing them towards achieving new acquisitions.

We have also drastically reduced the amount of wasted spend by utilising asset-less Performance Max campaigns. 

We removed image and text assets from our Performance Max campaigns, which then forbids the ads from serving on Google’s Display Network or Google search. 

It was these peripheral placements that were spending budget, but not generating sales. This ‘asset-less’ method focuses our spending solely on shopping, where we saw the greatest profitability. 

Our specialised P.Max analysis scripts also identified a large amount of wasted spend on the Display network. This insight allowed us to use a data-driven approach and use shopping-only P.Max-campaigns.

We have continually identified avenues for growth, but rather than simply scaling the campaigns with the most conversions, we have looked for the best performers through the lens of B2C and non-exclusive sales. 

This has allowed us to redistribute budget among campaigns to achieve optimal B2C and non-exclusive sales growth, while avoiding wasted spend on purely exclusive customers.

The Results

Our strategy led to a 52% increase in non-exclusive sales year-on-year from Google ads.

There was also a 10% increase in traffic to YESSS’s site from paid ads, all while reducing monthly ad spend by 33%.  

Many keywords vital for YESSS’s business goals are achieving their highest-ever positions, and we continue to see excellent progress in ranking performance.

We have made exceptional gains on high-value and high-volume key phrases, with many making huge ranking rises into the top five SERP positions following the implementation of our newly optimised content.

YESSS have seen 5.9% growth in keyword visibility this year, and currently the site is ranking position 1 for 43 keywords, in comparison to 19 last year - a 126.3% increase.

Year-on-year, B2C and non-exclusive organic search revenue increased by 34%, with clicks up by 20%, with a 27.3% boost in click-through rate.

All our SEO and PPC work is planned and implemented alongside a regular programme of CRO tests that help both the Ascensor and YESSS teams identify where key developments could be made, and whether new approaches could increase conversion rates.

Our partnership with YESSS is ever-strengthening, and we are now expanding our collaboration with projects including an ecommerce app with B2B functionality.