Bamboo

The Brief

Our brief was to improve the visibility on Google of an innovative micro-investing app. The website was well-trafficked through branded terms, owing to its popularity and strong growth trajectory in Australia and the US. They wanted to broaden their reach and attract new customers who likely search for non-branded keywords on Google.

The Solution

The solution was to fully understand this market ourselves and identify the right keywords and place the client’s website in front of an audience that wasn’t specifically searching for Bamboo.

People that search Google using a relevant and qualified keywords, but don’t include a brand name, are potential customers. This is what SEO aims to do as a whole: generate traffic from these keywords and attract more customers.

The Result

Non-Branded Clicks
Source: Google Analytics

In August 2022, the site earned 185 more clicks from non-branded traffic than it did in August 2021. This is the result after 8 months. In SEO, this isn’t a long period of time, and Bamboo’s successes on search have only just begun.

Non-branded Impressions
Source: Google Search Console

Each of these ‘impressions’ is a user of Google seeing our client’s result. Branded impressions contain our client’s company name; that is to say that the searcher already knows they exist. Every ‘non-branded’ impression is a potential new customer.

Keywords
Source: SEM Rush

he goal of any SEO campaign is to place our clients’ web pages in the top 3 positions of Google. This is where the majority of clicks occur. Rankings in positions 4-10 are an excellent indicator of how much Google values the website, and we’d be pushing hard to further elevate these terms.

Conclusion

Google loves brands. Much of SEO is about solifying a brand’s position as an authoritatiy within its niche, whether that’s for products, services, or information. Bamboo has this authority in abundance which gave our SEO strategy an excellent foundation to build upon. The skill is to accurately research what their customers are searching for, and merge that intent with how the team at Bamboo wants to describe its products.

If your own brand is well-established but you’ve yet to do SEO, it’s likely we could do the same for you. It’s where quick-wins can be realistically be spoken about as a short-term goal, even if your industry is very competitive.