Megaimage.ro – When Content Drives ROI
The Upswing & Mega Image campaign transformed the search engine results page (SERP) environment for the online food retail sector and hastened the industry's growth. At that time, the online supermarket sector in Romania was still in its "introduction phase." Companies within this stage often face unprofitability due to high costs related to developing and marketing their services, while revenues remain low. We faced increased pressure to achieve a rapid return on investment (ROI) in this context. The user intent in this sector was unconventional, with most primary search terms (category/product names) being informational. This meant we needed to produce a significant amount of content while also maintaining a high conversion rate on the pages we ranked. The COVID-19 pandemic provided a significant opportunity for online supermarkets, and we implemented a strategy to capitalize on it. Despite the inherent challenges, our strategy and execution allowed our client to dominate SERPs for both informational and transactional searches. We surpassed our traffic and revenue targets, achieving numerous first-page rankings against well-known food blogs and culinary publishers. Our primary goal was to attain 5 million organic visits in the campaign's second year, up from 2.7 million in the previous year. Since the client was initially hesitant about SEO campaigns, we needed to demonstrate a quick ROI. Our aim was to increase transactions from organic search by 50%, raising them from 9,800 to over 14,700. The campaign results far exceeded our expectations: we reached 5.99 million organic visits and 15,553 transactions. Despite generating 2.2 times more traffic through content, we managed to maintain a strong conversion rate. From June 20, 2019, to June 20, 2020, we achieved: Transactions: 15,553 (up from 9,827) +58%, Sessions: 4.9 million (up from 1.8 million) +161%, Conversion Rate: 0.26% (previous year: 0.36%) which remains commendable given the traffic increase, and 1st-page rankings: 8,220 (compared to 5,612 the previous year) +46%.