At RYNO Strategic Solutions, transparency is integral to what we do. It’s imperative to our process that we give you real, raw data about your campaign and how it’s performing. No smoke in mirrors, and no fluffing the numbers!
Today, we’re taking a look at a case study of one of our clients, Black-Haak!
At the height of the pandemic, many companies were pulling back their marketing and operating with fear. Black-Haak was ready to take things to the next level.
They wanted a new website that looked great and had a good experience for their customers. Of course, they also wanted to grow! Let’s take a look at how their campaign has fared thus far.
By The Numbers
We’ll be taking a look at some of the key performance indicators that show how well the campaign is performing. What gets measured gets managed, and the data is the true test of success.
During the first month of their campaign, cost-per-lead (CPL) was as high as $159.53. One year into the campaign, CPL was as low as $37.46. Today, CPL remains significantly lower than when Black-Haak first launched with RYNO.
- December 2020: $139.59 – $159.53 (first month post-lauch)
- March 2021: $104.36 – $109.39 (3 months post-launch)
- June 2021: $75.67 – $93.99 (6 months post-launch)
- November 2021: $37.46 – $43.64 (1 year post-launch)
- November 2022: $59.13 – $79.76 (2 years post-launch)
- June 2023: $51.49 – $86.72 (2.5 years post-launch)
As with most SEO campaigns, it takes time for organic local search results to really roll in – but roll in, they did! By the 2-year mark, monthly organic user volume spiked and continues to increase into Q3 of 2023.
The uptick after December 2022 really happened when Black-Haak’s blogs started to gain top positions and featured snippets on Google. High-quality content = pageviews and snippets!
(Data taken from November 2022 – June 2023)
- Blog on cloudy tap water 41,090 views & a featured snippet!
- Garbage disposal blog 18,227 views
- Homepage 17,249 views
- Blog on furnace leaks 14,819 views
- Blog on drain odors 13,465 views
- Blog on circuit breakers 12,354 views
- EV charger installation blog 9,304 views
- Blog on pest prevention in AC systems 3,913 views
- Blog on home generators and home value 3,657 views
The total pageviews from these pages and posts totals a whopping: 134,069. That’s real traffic to the site which means more and more lead-generation opportunities, which is what this game is all about. Plus, it signals to Google that the site and the content within is something worth pointing users to!
From November 2022 – June 2023, you can see organic user growth spike. This is tied to the increase in visibility and ranking for many of the site’s blogs and featured snippets.
Targeting and tracking keywords is vital in an SEO campaign. You need to know what keywords will bring in the leads the business needs, and then be able to see how well you’re ranking for those keywords – as well as how many keywords you’re ranking for!
At the start of the campaign, Black-Haak’s website was ranking for only 252 keywords and saw low traffic. Year over year with RYNO, these numbers have only risen. The numbers don’t lie! Today, the site ranks for over 4,000 keywords and has seen over 200% growth in monthly traffic.
Do You Know How You’re Performing?
We harp on it time and time again. Providing our clients with real, raw data is the transparency you deserve. We track a wide range of KPIs to help us and our clients better understand how the campaign is performing and to see what is working – and what opportunities we have to improve.