Markethinkers & Avansas: Content Marketing for Top Rankings
Our cooperation with avansas.com, which is Turkey’s leading office and stationery supplies e-commerce website, began in September of 2020. As part of our cooperation, we started to prepare promotional articles, category contents, product contents and blog contents incrementally and studiously.
Before the review, we must say that this success is achieved in a quite short time for SEO with a small rate of 15% of the total planned work. Then again, content works were the only large-scale SEO strategy in this timeframe.
Before talking about the cornerstones of our strategy, you can find the results that we achieved below in detail.
Pilot Stage Results
In September, we conducted a pilot stage that we tested how our SEO compatible and unique content will perform. This stage was performed specific to the category and product contents.
As noted below, you can find the results of the pilot stage we conducted on 24 selected categories and Avansas branded 6 products as part of our work.
Non-Branded Organic Traffic Increase 51% Compared to the Month-on-Month
When we analyzed the organic traffic data of non-branded searches, Avansas’ non-branded organic traffic increased by 51% in the 1-month period during which only content works were conducted.
When we compare it with the same period of the last year, the successful increment we achieved in 1 month is up to 60%.
Category and Product Contents Increased Revenue from Non-Branded Organic Traffic by 43%
In consequence of the detailed content work we conducted specific to 6 products, especially led by category contents, we beheld that the revenue generated from the non-branded organic channel increased by 43.31%.
We Achieved 252% Revenue, 173% Conversion Increase on Product Pages
In the course of our pilot stage, one of the points we were particularly curious about and wanted to measure was how the conversion rates of product contents would increase.
According to the studies conducted before our pilot stage, most of the complaints of the users on the avansas.com site was the lack of detailed product information on the product pages.
After the development of product contents, we managed to reset the complaint rates, which were quite high according to the measurements of the Avansas UX team.
In addition, we not only got rid of these complaints, but also, we managed to increase the revenue from the products we wrote content by 252% and the conversion to sales by 173%.
When the 2 weeks before the publication of the content and the 2-week period after 1 month are compared, you can see the success that we achieved.
Long Term Outcomes
The results of the pilot stage mentioned above were an indication of what we achieved in a little time like 1 month. After the success which we achieved in a quite short time for SEO, we increased our effort and got together on progress.
2020 With Records
As more content was published, the impact of the work we did for 3 months in 2020 began to emerge even more. We helped break records in 3 KPIs that are considered the most important according to Avansas’ data.
By going over the information below, you can see the records we helped to break from the impact of content works and the months in which these achievements were achieved.
- Highest Organic Traffic: October 2020
- Highest Non-Branded Traffic: October 2020
- Highest Organic Turnover: December 2020
- Highest Non-Branded Turnover: December 2020
- Highest Blog Traffic: December 2020
At this point, we should state that all these successes have been mostly the results of content works. In this 3-month period, no special discounts / campaigns, radical UX changes or technical SEO work were done. In addition to writing all category and blog content, we, as Markethinkers, developed more than half of the published product contents with our experienced writer team.
Avansas’ Digital Marketing Manager Deniz Gürbüz, who has over 12 years of experience in the field of e-commerce and managed many of Turkey’s e-commerce firms, says;
"Before starting the large-scale content work that we carried out in Avansas, we prepared not only for Google to crawl, but also for the content that our users will benefit from. In the wake of our studies, we have seen that unique, SEO-compliant, and exact contents that pay attention to the user have a serious impact on our SEO work. I would like to thank the Markethinkers team, who did exact and free of problems work during this process, developed quality content and greased the wheels for us in all processes. "
In the Second Half of 2020, We Contributed 114% More Traffic in Comparison with the First 6 Months
To the contrary of the period between February and April when the effect of the pandemic was seen and significant traffic increases were experienced, we contributed to bring 114% more traffic in the second half of 2020 in comparison with the first 6 months. Furthermore, despite the campaigns during special discount days, especially between November and December, the effect of strong, unique and SEO-compatible content played a big role in this success.
So how much has this traffic been converted into sales? Let’s see together…
Organic Sales Increased by 123%
Selling products on e-commerce depends on many different variables and is very difficult. Contents are only one part of this equation. For example, no matter how good contents you have, your products may not be sold due to your price or quality.
Nevertheless, during our work with Avansas, we had the chance to better understand the place of product contents in this equation.
In this short timeframe, when contents were written for only 10% of the products on the site, we contributed to the 123% increase in the number of purchases and 59% increase in the revenue even with a little effort.
We Assisted to Increase Web Visibility 162% With SEO Compatible Contents
One of the most important metrics for SEO is the SEO visibility of the website. In particular, it is known that SEO compatible, well written and unique content is of great importance in increasing visibility.
In this timeframe when we also conducted brief works of the contents by closely following Google updates, we assisted the visibility of Avansas to increase exponentially by 162%. Besides, not only the category and product contents, but also our blog contents made a big contribution to this success.
The other reflection of the accurate strategy followed is that avansas.com, which badly affected from the core update that took place in May 2020, will be positively affected by the December 2020 core update.
How Did We Succeed?
Before we start the process of writing the contents of the entire website, we have identified the headstones of our strategy as follows.
Paying Attention to the Target Audience
One of the most important things that made our work with Avansas special was that we are paying attention to the target audience in all of our contents. After obtaining the outputs from Avansas’ experienced and professional insight team, we gave place to these insights in our contents with a correct setup.
One of the most important headstones of all success is our work that pays attention to the target audience and can blend it with SEO rules.
Insight Manager of Avansas Berk Sarıkınacı, who obtained detailed and extensive insights and brought them to us and made a great contribution to this success, says;
“In the light of the growth momentum in the e-commerce sector, it has become more important than ever to pay attention to the target audience so as to create an efficient customer relations strategy, to make the customer potential a loyal audience, to increase the market share, and to provide competitive advantage. We are trying to respond to product and service expectations ideally by looking at both data analysis and the research of target audiences, and when we look at our results with the valuable work of Markethinkers and our SEO team, we see significant success. On the other hand, it is the happiness of our customers whose opinion we take / care about. Since, in consequence of taking the idea of the consumers and providing services accordingly, they openly see the Customer Oriented approach of the brand they work with. According to our researches, we see very valuable comments such as "thank you for taking our opinion", which is another value indicator of the valuable content that emerged as a result of these researches.”
End-to-End Unproblematic and Key-Ready Content Service
At avansas.com, which has more than 300 categories and more than 5,000 products, one of the biggest concerns about the work was the workload of these contents that would create in a relatively short time.
Yet, as Markethinkers, under favor of our SEO consultants who are active consultants and experts in their fields, we have provided great convenience to the brand by undertaking the brief preparation process of all the content to be written.
Additionally, through the 3-stage review system specific to Markethinkers, we prepared and delivered all the contents to almost without revision. Çağatay Yazıcı, who is ably managed Avansas SEO operations, explained the ease we provide to the brand has explained as follows.
“One of the worries we faced when starting to work with Markethinkers was the workload of this project that we wanted to complete in a short frame of time. Yet, thanks to the brief preparation service we received from Markethinkers and the content they developed studiously, our workload was notably reduced. Besides, we were able to achieve all of these more cost-effectively and smooth than similar agencies.”
Understanding the Intention of the User (Search Intent / User Intent)
The search intention of users is one of the issues that marked the year 2020 in the SEO world and is expected to increase in importance in 2021. Search Intent requires focusing on the words suitable for this intent in the content to be developed, depending on what purpose the user is searching for.
Along with our team experienced in SEO and closely following the agenda, we believe that the issue of user intent, which we consider during the preparation of the brief, plays a crucial role in the success of our contents.
Seeing that the obtained traffic turns to sales is an indication that we bring the right audience to avansas.com with the right targeting in particular.
SEO for Users
When it comes to SEO, most people are thinking of the implementation of the ideas that will deceive the search engine or circumvent the facts (!). But as Markethinkers, this has never been our perspective.
Instead, we realize that each of our SEO optimization or every word we write is for users and we do our duty by taking into consideration the user benefit.
We know that the only purpose of search engines is to offer content / pages that will advantage users as search results and to improve the user’s search experience. Consequently, we can be successful as a result of all our work.
Since we work for users, not search engines, the search engines we serve a common purpose always appreciate this approach.
We know that this success we have achieved with Avansas is the representative of many new successes to come and we want to benefit you, those who read this.
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