Warners' Stellian

Surpass box store giants in local search results

139% ↓
in cost-per-acquisition (CPA) among paid campaign traffic
39.9% ↑
annual search traffic
24% ↑
annual eCommerce revenue

Analytics | Search Engine Optimization | Search Engine Marketing

Challenge

When family-owned and operated appliance company Warners’ Stellian launched its e-commerce website, it was keenly aware that big-box retailers dominated local search results. Ackmann & Dickenson was challenged to design a local search marketing strategy to reach in-market appliance customers and compete with big-box retailers. In addition to supporting e-commerce sales, top priorities included driving phone leads and store visits to their retail locations across Minnesota.

Approach

First, we needed to understand the appliance consumer, both from a search- and user-behavior perspective. A&D’s digital marketing team performed in-depth keyword research for each retail location to discover how consumers search for appliances online. The team then performed navigation path analyses by device type to determine what content and which pages were most relevant to in-market appliance shoppers.

Based on these findings and discussions with key sales representatives, A&D implemented the following website optimizations to improve organic search rankings:

  • Developed store pages for each retail location. All store pages included hours of operation, map and location, sales staff, store video, and content to support targeted geographic phrases.
  • Optimized all category and product pages on site. Over 500 appliance pages were uniquely optimized to comply with on-page SEO best practices.
  • Applied technical SEO best practices. Rich snippet markup (schema.org), site speed and mobile usability were factored into all SEO recommendations.
  • Addressed citation listing consistency issues. The listed name, address, phone number, business description, and store hours were evaluated across third-party citations, and all Google My Business listings were optimized for improved rankings in 3-pack local search results.

53% ↑
annual store location page views
115% ↑
annually for keywords ranking on the first page of search results
All 9
Google My Business listings now rank in the top 3 local search results
66% ↑
in accurate business citation listings across third-party directories

Paid search campaign on Google and Bing ad networks

The team also planned and executed a multi-faceted paid search campaign on Google and Bing ad networks that included the following strategies:

  • Optimized landing pages and ad copy for desktop and mobile devices to ensure messaging and search context aligned.
  • Developed nine geo-targeted search campaigns to support each retail location and reach consumers during the exact moment of need. To provide a competitive edge, ad text and ad extensions were customized for each store location (e.g., location, call, rich snippet, site links and message extensions).
  • Launched shopping campaigns (also called Product Listing Ads) to capture in-market consumers. These ads enabled Warners’ Stellian to feature product imagery and pricing details within search results.

A&D has continued to manage and achieve growth for the company’s search marketing campaigns over the past six years. Our digital experts blend an effective combination of tactics that enable the Warners’ Stellian brand to maintain a competitive edge online.

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