TEMPUR (AU)Website Strategy

Website Audit

Findings & Opportunities

Critically low page speed for Mobile

...and Desktop

Content duplication

Screen overlays

Store locator omitted when site searching

Social links in code

…but hidden from site visitors

Some web properties secure (HTTPS), others not so much

302 (temporary) redirect instead of 301 (permanent) redirect from

http to https

Text content…quite ordinary

Video content with great brand exposure…but not enough SEO and

linkworthiness

Unlike this link magnet tool…

Seriously

(Magnetic) linkworthy asset types:

• Product buying tools• Infographics• Interactive animations• How-to guides• Evergreen content

SEO summary

SEO competitive landscape

Top organic keywords

Branded keywords

Opportunities

Non-branded keywords

Informational keywords…

To target customers in the initial stages of buyer’s

journey

SEO keyword position distribution

Backlinks review

Referring domains (by backlinks)

New backlinks added

Backlinks lost

Backlink type and distribution

PPC overview

Pay Per Click (PPC) Competitive landscape

SEO vs Pay Per Click (PPC)

Other channels review• No display advertising or remarketing• Email newsletters not set up• Active Facebook, Twitter and Instagram pages• No paid social ads across any social platform

1st (“Low hanging fruit”)

“What gets measured gets improved”- Peter Drucker

1(a). Measure

• Site issues & recommendations (Google Search Console)

• Site traffic & E-commerce sales (Google Analytics) • Ad performance (AdWords)• Offline sales at retailers (Measurement Protocol,

integrated with Analytics & AdWords)• User behavior through heatmaps (Crazy Egg)• Email subscriptions (Mailchimp)• Sales pipeline (Salesforce)• Brand mentions/monitoring (Brands Eye)• Social buzz (Sprout Social)

a. Measureb. 90% Site optimisation c. Site content creationd. Focus on high-priced productse. Critical changes (overlays, hidden links etc.)f. Backlink reviewg. Link prospectingh. Newsletteri. Google Shopping

Objectives

Google Shopping

Outcomes• Measure performance/sales• Risk avoidance (duplicate content, disavow bad

backlinks) • Optimising site in line with Google guidelines• Integrate SEO, Ads, Emails & Social• Get ‘mattress’ and ‘bed’ related non-branded

Page 2-3 keywords on Page 1• Build backlink foundation• New revenue stream in Google Shopping

2nd (“Review and Optimise”)

• Evaluate• Content for all stages in buyer’s journey• Unique, shareworthy & linkworthy

internal/external content creation• Small physical & architectural improvements• Low impact site changes (302 redirect from

http://retailers.tempur.com/au)• Explore other channels: radio, podcast, TV, OOH

Objectives

E.g. Out-of-home advertising

• Improvise• Engage all potential customers• Rank for low-priced products & informational

keywords• Build email list • Execute highly-rewarding link building strategy• Physical site improvements to leverage SEO• Supplement online marketing by increasing brand

recall & top-of-the-mind awareness• Consistent messaging, across all channels

Outcomes

(Consistent) Marketing message, across all channels

“For your best night’s sleep”

3rd (“Refine”)

• Conversion Rate Optimisation (CRO) to: a) increase product page & store locator visits b) make it easier to buy from the site• Reputation Management to a) replace negative with positive reviews• HTTPS move• Amping up viral content creation and marketing

Objectives

CRO

• Increase site traffic, and site/external sales • Positively influence sales decisions• Boost trust & rankings through HTTPS URLs• Rank for a broad spectrum of keywords, branded

& non-branded• Facilitate automatic organic backlinks

Outcomes

Revenue & ForecastSEO Revenue for 12 months(simplified) =

Avg. Monthly Visits*Conversation Rate*Avg. Order Value*12

= 6200*365/12*0.5%*1000*12

~ $11,315,000.00

Tools used• SEMRush• Majestic SEO• Screaming Frog• Google Page Speed Insights

References• https://moz.com/blog/does-organic-ctr-impact-seo-rankings-

new-data• https://moz.com/community/q/semrush-com-traffic-cost-what-

exactly-does-it-mean• https://www.snooze.com.au • http://purecomfort.com.au/ • https://adexchanger.com/advertiser/casper-the-friendly-online-

mattress-startup-experiments-early-with-new-platforms/• http://www.demandjump.com/blog/critical-strategies-for-new-

mattress-retailers-to-drive-huge-revenue• https://medium.com/marketing-and-entrepreneurship/

attention-search-marketers-all-keywords-are-branded-keywords-b758981c0414#.4d2keoema

Thank you!