Case Study
Digital Marketing Services
The Challenge
- Low search ranking for keywords
- Poor eCommerce conversions
- Lack of content on website
- No social media presence
- Unoptimized Google My Business
- Google Ads not effective
About Ornamental Stone
A landscape supplier catering to both contractors and homeowners. Their product offering includes garden supplies like soil and decorative rock, along with building materials such as natural stone and precast concrete blocks.
Operating in a highly competitive market with a seasonal selling window is difficult. Ornamental Stone had the right mix of assortment, pricing, and service but struggled to attract new customers.
Digital Marketing Needs
Their online presence was negligible and having just revamped the website in 2018, the owner realized it was time to find a digital marketing firm in Calgary for help.
We determined the biggest online opportunity for Ornamental Stone was to target homeowners. This would be done through a comprehensive blend of search engine optimization, social media posting, and paid ads.
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The Results
- 1st rank for "landscape supplies" in Calgary
- Multiple Google map pack rankings
- 1st page for all targeted keywords
- Increased blend of eCommerce sales
- Improved conversion rates for online orders
- Boosted engagement across social media
- Reduced cost-per-click of Google Ads
- Improved ROI of Google Ads
- Increased Google reviews
Achieving success
By cementing their digital presence across all channels locally and improving user experience, Ornamental Stone has experienced massive growth year-over-year. A larger blend of online orders has allowed the business to improve efficiency and reduce operating costs.
Website & Content Overhaul
#1 Google Rankings
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The Solution
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Our first step for any SEO strategy is a deep dive into the client’s website. Here we ensure the website follows proper structure to be crawled by search bots and optimize for speed. Next we will create unique and relevant content related to the product offering.
- Speed & Structure Optimization
- Meta Info - Titles, Tags, Descriptions
- Content Overhaul with High-Volume Keyboards
- Improved User Experience
SEO is a great strategy to generate long-term growth for a business. Google rewards websites with unique and informative content by ranking them higher in the search results.
- Google My Business Optimization
- Content Overhaul on Website
- Bi-Weekly Blog Content
- Link Building Campaign
- Citation Building Across Major Directories
Ads can generate instant traffic for any business. For Ornamental Stone, we decided that Facebook and Google would be the best platforms. Google would capture direct searches, while Facebook can help user discover new products.
- Local Google Ad Campaigns for Each Product Category
- Google Shopping Ads to Compete With Big-Box Retailers
- Facebook & Instagram Ads for Product Discovery
Social media is an excellent platform for creating brand awareness and consumer trust. By posting consistent content, we can keep people engaged across every channel.