Blended Search Marketing
Case Study for Simply For Strings

16X

ROAS

42%

Increase in
Paid Transactions

66%

Increase in
Organic Revenue

www.simplyforstrings.com.au

Working with LION Digital has been amazing! We’ve seen incredible results since they’ve taken over SEO and SEM for our business. (and when I say incredible, I’m talking 1800% ROAS!!!) It’s a pleasure working with both Sam and Blake - they are incredibly professional, knowledgeable, responsive and have taken the time to understand the complexities of our niche business and needs. Overall, I would highly recommend LION Digital to anyone in need of digital marketing services.

CONTEXT

Simply for Strings is an online and in-store Australian go-to destination for high-quality handcrafted string instruments and accessories company which was founded in 2005. Simply for Strings is Australia’s award-winning string instrument store. The entire team is dedicated to excellent customer service and for every step of your musical journey. Simply for Strings team consists of professional musicians, passionate educators and specialist staff knowledgeable about everything string.

WHAT WE DID

LION carried out market research through enhanced analysis of the keywords, considering demand trends and competitors operating in the field and particular niches. A range of technical audits, including the Google Search Console audit, detected the problems affecting the visibility of the website in SERP and search channels efficiency and allowed to tailor a step-by-step action plan.

LION’ SEO team resolved the issues of partly or entirely missing metadata for more than two hundred pages; three hundred non-indexed pages were returned to SERP, and 404 responses were fixed for the same number of pages. The link acquisition process started from the very first months. Simultaneously, our team held the work on reviewing and upgrading the main navigation on the website. The need to upgrade the existing and create pages with new content was revealed. As a result, from briefs to production, dozen new content pieces were created.

While the Organic channel was on the way to growing towards its full potential, Paid channel should have to fill the yet unsatisfied search demand. First thing first, LION’ SEM team resolved the tracking issues that previously affected the evaluation of channel results. In September, the LION Blended Search Marketing team worked on promoting the “Stringtember” campaign, whereas the works on active paid ads campaign improvements were continuous. PMAX campaigns were optimised; search terms and negative keywords were reviewed for all paid search campaigns. The SEM team attentively inspected the Google Ads recommendations and implemented the relevant ones. Ad copies for all search campaigns were updated to increase the eCommerce conversion rate.