Marcus Uniforms is a family-owned e-commerce business providing scrubs, medical accessories, uniforms and shoes, headquartered in Milwaukee.
The online store offers access to uniforms in all sizes from popular brands and allows customisation to fit the customers' unique needs. Plus, customers have the opportunity to discuss the logo requirements with the in-house graphic arts department if changes are necessary.
The client contacted us with one concern: the brand site did not rank well on search engines. He further emphasised garnering better organic ranking and traffic. Along with these requirements, he also wanted to increase sales during Black Friday via paid marketing. While we had a proven strategy to furnish the desired outcome, the lean season was a challenge for us. At this particular period of the year, web traffic is habitually low due to the lack of demand.
After a careful inspection of the situation, we decided upon the following objectives:
Marcus Uniforms, an e-commerce platform offering a wide range of scrubs, medical accessories, uniforms, and shoes, faced several challenges that made improving its Google ranking and web traffic difficult. Here are some of the major issues that we noted:
The client's website did not rank well on search engines, resulting in limited visibility and minimal organic traffic. This affected potential sales, as customers were unable to easily find the website when searching for related products.
The website was well-designed. However, the page load times were sluggish, leading to high bounce rates and low user engagement. This not only affected conversions but also hindered the website's search engine rankings, as Google prioritizes user experience, particularly load speeds.
The project occurred during a lean season, which typically sees a dip in web traffic due to lower demand. The timing posed an additional hurdle, as generating traffic and increasing sales was particularly challenging when interest in the product was at a seasonal low.
The client wanted to leverage Black Friday to boost sales. This required a careful strategy, balancing organic SEO efforts with paid marketing, especially given the tight budget and the competitive nature of the retail sector.
We implemented a multi-phase, strategic approach to tackle the challenges and meet Marcus Uniforms' goals. Here are the major areas that we focused on:
We planned to analyze competitors' websites to identify high-ranking, relevant keywords. Our team then focused on finding category-specific keywords that were performing well in the market. This allowed us to target valuable, high-traffic search terms.
Slow load times were a significant issue for our client. The moment we identified this issue, we took immediate action to optimize the website's speed. We compressed images, reduced unnecessary elements, and minimized dwell time.
After examining the existing content, we decided to integrate high-performing keywords throughout the website. This process would not only improve SEO but also enhance the content quality.
We came up with a plan to optimize the meta tags for every page, ensuring they were compelling, keyword-rich, and within the 160-character limit. This would help improve click-through rates from search engine results and provide Google with clear signals about the website content.
To maximize sales during the Black Friday period, we decided to implement targeted paid marketing campaigns on platforms such as Google Display, Dynamic Display, Google Shopping, and Facebook.
Due to the slow season, we realised the project would not be a breeze. Our SEO experts thoroughly analysed the situation and customised the strategy to fit the requirements. We realised that the website is special; the brand shipped across the United States and collaborated with a wide range of valuable brands. The website is well-designed but a few vital things went awry. What was most surprising was that the brand catered to a plethora of consumers from different industries, but the website took forever to load. Keeping the brand value in mind, we deployed our strategies to resolve the issues within the stipulated time.
Our team analysed the competitor's website to finalise high ranking and relevant brand keywords. We surveyed the category-based keywords and found the ones performing well in the competitive market.
Slow website speed is a conversion killer and we acted on it right away. Google prioritises users first and the website must load in a few seconds. Our team stay up-to-date with the ever-evolving Google algorithm and know how speed indirectly affects rankings. We compressed images, made necessary changes and minimised dwell time.
We went through the published content and incorporated relevant keywords to drive rankings. Furthermore, we fine-tuned the content to enhance its quality and carefully added keyword phrases to encourage organic traffic. We worked on quality backlinks to add value to the page for two months and then witnessed the desired result.
We crafted meta tags using a series of keywords in order to inform Google about the webpage content. We made sure that the meta description does not exceed 160 characters, is compelling and acts as an optimised snippet of the content.
We used Google Display, Dynamic Display, Shopping, Facebook Carousels and Catalogue sales campaigns for Black Friday offers. These options work as a store window to catch potential consumers' attention and direct them to the brand site. For instance, Carousel ads allowed us to feature several products at the same time. We initially faced a series of challenges but later found cost-effective solutions that brought ROI, too. To identify and resolve the issues, we utilised keyword tools, Google analytics and Facebook insights.
Our multi-phased digital marketing strategy delivered outstanding results for Marcus Uniforms, significantly improving their online visibility and driving measurable business growth.
The website now ranks on the first page of Google for over 15 highly competitive keywords.
Teaming up with Brainium has been an excellent experience for us. We were thrilled with the final rankings presented to us. The SEO team at Brainium really knows their work and helped us a lot to improve our brand awareness.
The collaboration with Marcus Uniforms was a resounding success. Through a strategic mix of SEO optimization, content enhancement, and targeted paid advertising, we were able to significantly improve the site's Google ranking, increase organic traffic, and boost sales. Despite the challenges posed by the slow season and budget limitations, our tailored approach delivered measurable results.
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