Simplex generated a high volume of qualified organic traffic.
- UX is essential and the most critical aspect is to match customer expectations with the best offer;
- Providing relevance at scale for long-tail searches has been an unsolved challenge for a long time;
- Progress on the machine learning-based system has enabled Simplex to develop a technology solution;
- Indexa is a landing page generation system designed by Simplex that integrates all SEO best practices,
- After a year with Indexa at a major European DIY provider, non-branded keyword traffic increased by 15%, equivalent to a monthly ad spend of €900,000.
- SEO traffic requires good content and compliance with Google's recommended practices;
- Through its many benefits, SEO remains the investment with the most significant impact and the most effective ROI.
Simplex has developed a solution that generates high volumes of qualified organic traffic for a leading European DIY global player in two of its largest markets.
Delivering what the consumer wants, at the right time, and to the highest quality standards in content is essential to succeed in the digital space. Brands need to develop the ability to create valuable customer experiences and optimise their online presence to connect with those who are looking for them or a need they can fulfil.
Traffic is critical to any e-commerce operation. For DIY companies, according to SimilarWeb, organic traffic is the biggest source of audience (44%), higher than direct traffic (36%) and SEM (12%).
All ecommerce sales generation starts with the site's audience or incoming traffic, and the overall level of revenue is directly correlated to traffic levels. This European DIY world leader chose Indexa from Simplex, to increase organic traffic, the most extensive channel and the one with the most substantial untapped potential.
The solution analyses all customer search behaviour on the website and identifies traffic generation opportunities. With proprietary artificial intelligence and machine learning-based systems, landing pages are built to the highest standards ideal for search engine indexing. By meeting these higher standards of customer experience and advanced search engine optimization (SEO) requirements, these pages can attract high traffic volume and higher conversion rates at a lower cost.
For this major global player and Europe's leading DIY brand, a partnership with Simplex proved to be a lucrative opportunity. It meant they would improve organic traffic and domain relevance at a scalable rate, without requiring additional resources or burdening the development team.
According to SEMRush data, as of April 2020, Indexa was responsible for up to 3.5 million monthly sessions or 15% of all organic traffic. The estimated monthly acquisition cost (equivalent to Adwords) for that traffic is €900,000. To date, Simplex 's software has created around 110,000 landing pages that have generated this additional traffic.
Additional traffic from Indexa
In just over a year, Simplex was able to help this European global DIY brand better target its media investments, improve customer experience, increase traffic, conversion rate and qualified leads by creating thousands of search engine best practice compliant landing pages.
Incremental traffic of Indexa in total traffic
With the phasing out of third-party cookies from browsers, retargeting strategies will be significantly affected, compromising brand traffic acquisition. And as direct response investment grows, so will CPCs.
SEO traffic will be split between the players who strive to produce the best mix of content and who work in compliance with Google to meet user searches.
Focusing on SEO to generate accurate content for key phrases also creates SEM opportunities to buy paid traffic with a lower CPC. With SEM (Search Engine Marketing) being the only way to increase traffic instantly, SEO landing pages are an excellent lever to accelerate with a more substantial ROI.
Sites with strong SEO also benefit in SEM, with a significantly lower CPC and higher conversions thanks to high-quality pages. Strong SEO also reduces reliance on SEM: brands don't need to buy traffic when they already rank well in natural search results. This saves the SEM budget or allows them to invest more.
Google Webmaster Blog says:
"Great on-page experiences allow people to do more and engage more deeply; on the other hand, a poor on-page experience can prevent a person from finding valuable information on a page. By adding on-page experience to the hundreds of signals Google considers when ranking search results, our goal is to help people more easily access the information and pages they're looking for, and to support site owners in providing an experience that users enjoy." Google Webmaster Central Blog)[1]
SEO traffic is the most qualified traffic because Google is directing users to the best available combination of relevance, trust, speed and device compatibility. Strong SEO visibility in top searches is also the best way to stay "featured" for customers. It's the key to brand recognition.
Organisations have no choice but to work smarter to develop their traffic quality. Search engine optimization, among its many benefits, is the strategy with the most reliable ROI. Being a zero-sum game, there is only one top position at the expense of the competitor.
[1] Source: https://webmasters.googleblog.com/2020/05/evaluating-page-experience.html