SEO Case Studies
Huckabuy customers experience exponential organic search channel growth
Huckabuy customers experience exponential organic search channel growth
“By optimizing our website for the perfect crawling experience, we were already able to grow our organic channel by nearly 20% in just 3 months.”
– Gregg Rennie, Distribution Strategic Initiative Director
Bolt Insurance is an auto, home, and business insurance agency. They battle the likes of Geico and Progressive who annually spend upwards of $900M in the paid channel, dwarfing Bolt’s $150K annual budget. Bolt’s marketing team looked elsewhere for a scalable channel and noticed white space in an under-leveraged channel by the rest of the industry – organic search. By optimizing their website for Search Bots, Bolt could receive more attention for industry-specific queries and sustainably grow the channel.
Bolt did not have the capacity to out-produce the rest of the industry on content. They needed to be creative and approach this channel from a technical perspective. By implementing Huckabuy’s SEO Cloud service, Bolt was able to create a version of their website for Google’s Search Bots. This version allowed Bots to retrieve everything they needed from each page faster than ever before. Their jobs weren’t delayed by complicated coding languages or content they couldn’t understand. In addition, Bolt followed recommendations from Huckabuy’s SEO Analyst to format their page copy for applicable rich results that would enhance search appearance and improve click-throughs to their website.
Bolt implemented Huckabuy’s SEO Cloud service in late October 2019. In the following 3 months, the number of pages crawled and the amount of data downloaded per day increased, while the overall time needed to crawl the website decreased. By making it easy for Search Bots to crawl and understand the content on their website, Bolt grew their organic channel significantly. For example, they saw significant increases in essential organic performance metrics like ranking keywords, impressions, clicks, and monthly traffic. And they qualified for a variety of rich results on target queries like “buy mobile insurance online” to truly stand out in the most industry-relevant SERPs.
“Huckabuy transformed organic search into our highest revenue-generating channel.”
– Tyler Weir, Chief Marketing Officer at 360 Blue
360 Blue is a luxury vacation rental and property management firm based in the Florida panhandle. Like others in this industry, their target demographic utilizes search engines for purchasing decisions. However, with such a large inventory of vacation rental homes, Search Bots found it difficult to understand their website content. Consequently, they were losing visibility in organic search results and business to their competitors.
Huckabuy introduced 360 Blue to the value of authoritatively communicating with Search Bots for organic search channel growth. By initially focusing on adding world-class structured data markup to their website, Search Bots would have relevant information to better understand the site’s content. Pairing structured data with traditional SEO services qualified the business for higher rankings, more visibility, and stronger engagement in organic search results.
360 Blue added Huckabuy’s structured data software in August 2017. Through this dynamic markup, Search Bots were immediately able to understand their website content. As a result, their business experienced a 211% increase in ranking keywords, a 195% increase in impressions, and a 196% increase in clicks. Since partnering with Huckabuy, 360 Blue has improved its organic search channel revenue by 100%.
“We used to contract these services to SEO agencies. No more. Huckabuy software exceeded our expectations growing organic search channel revenue.”
– Melinda Hanna, Ecommerce Marketing Manager
Silvercar is an Audi premium rental car service competing with big players like Avis, Expedia, and Turo. Their target demographic is travelers seeking a unique luxury rental experience and their peak season runs from May to September. In 2018, they re-platformed their website to WordPress, launched in 9 new cities, and added new models to the fleet. During this time, the Silvercar Marketing team was actively exploring new strategies to leverage the organic search channel for business growth and competitive advantage. They had previously contracted with an agency for SEO, but results were stagnating.
Silvercar implemented Huckabuy structured data paired with a content strategy to target location-specific organic keywords in new cities. With this combination, Google was able to associate relevant keywords with the designated location pages and connect highly qualified customers based on their intent through organic search.
Silvercar went live with structured data in February 2019 and experienced significant organic search channel growth over the subsequent 4 months. An increase in location-specific keywords raised their exposure on the first page of relevant SERPs. This helped them reach people in new cities searching for their topics and led to more qualified users visiting, spending more time, and ultimately transacting on their website. Altogether, it had a dramatic effect on website traffic and the bottom line. In July 2019 for their location pages, Silvercar reported a 163% increase in new users, a 152% increase in sessions, a 74% decrease in bounces, and a 222% increase in revenue.
“Huckabuy made quickly improving organic search results simple.”
– Ed Marshall, Director of Marketing and Communications at Risk Strategies
Risk Strategies is an insurance brokerage and risk management consulting firm. They operate in a competitive SEO space occupied by well-established brands like Aon and Hub International. Their strategy in organic search was to drive additional traffic to their site and Knowledge Center content, which help customers make purchasing decisions. The Marketing team wanted to leverage SEO best practices for this objective, however, they lacked the time and in-house resources to implement and manage overly technical solutions.
Risk Strategies’ competitive advantage is expertise. Its robust Knowledge Center showcases industry-specific content about insurance and risk management issues. By implementing automated structured data software on the Knowledge Center, Risk Strategies increased keyword associations and rankings for their content within months. The Huckabuy SEO Specialist team also made recommendations to optimize primary and tertiary pages that highlight additional products and services. With these changes, search engines were able to connect the dots between various divisions of the business and increase their visibility for Knowledge Center content in relevant search queries.
Risk Strategies implemented Huckabuy’s automated structured data software in February 2018. Over the next 15 months, organic ranking keywords increased by 332%, organic impressions increased by 2080%, and organic clicks increased by 4690%. From a site user perspective, there was a 60% increase in users, a 61% increase in new users, and a 47% increase in sessions.
“Huckabuy’s pro-bono service created an organic search channel that attracted new donors and raised more donations for ocean conservation.”
– Jarrod Curry, Senior Marketing Manager at The Ocean Foundation
The Ocean Foundation is a nonprofit organization focused on reversing the trend of destruction of ocean environments around the world. Competing against nonprofits with strong brand recognition for organic search visibility proved to be a daunting challenge. In addition, they were ranking for suboptimal keywords, which was driving non-donor traffic such as student researchers to the website. Their marketing team was looking for a solution to grow the channel and increase discoverability among potential donors, but lacked additional resources to do SEO in-house.
Huckabuy created a competitive advantage in the
organic search channel for the Ocean Foundation. Using
automated structured data software enabled new
keyword associations connected to the foundation’s initiatives and
subsequently improved rankings. Additionally, the
customer success team made recommendations that
optimized landing pages to funnel more donors to the
website and increase contributions.
The Ocean Foundation implemented Huckabuy
software in April 2019. In just two months, organic
ranking keywords increased by 75%, organic impressions
increased by 1632%, and organic clicks increased by 802%.
Through the organic search channel during the
partnership period, there was a 36% increase in
completions for the core donate goal compared to the