A family-owned company active in plastics processing since 1874, and best known as the inventor of the raclette grill. With a company like this, it took considerable persuasion to invest in SEO in addition to traditional channels. The company's new marketing director found us through organic search, and we were quickly able to define the challenge and, most importantly, the best SEO approach together.
Focus keyword “raclette oven” monthly search volume: 12,100
Increased revenue from organic visitors (2020 vs. 2021)
increase
is
visibility
ROI for every CHF invested in SEO
More keywords in the top 3 positions (87 vs. 284 keywords)
The shop was launched in 2020 and was not discoverable at all.
The biggest challenge was to bridge the gap between offline brand awareness and awareness of the company's own shop.
Although Stöckli products are sold through the major online shops in Switzerland, the goal was also to generate an organic source of income through their own shop.
Initially, the goal was to technically optimize the new website for SEO and to steadily build authority.
Stöckli had to compete against the very largest shops, which were already positioned for the most important keywords.
Although these shops are not direct competitors or resellers, they are very authoritative. We also looked at how the day-to-day competition was performing. They too were already relatively well-positioned in the market and were receiving organic traffic.
The focus after the launch of the new website was on:
Difference in visibility between Stöckli and the competition:
SEO Visibility Index stockli.shop
SEO Visibility Index Competitor 1
SEO Visibility Index Competitor 2
SEO Visibility Index stockli.shop
SEO Visibility Index Competitor 1
SEO Visibility Index Competitor 2
Since partnering with the MIK Group, the Stöckli Marketing team has been able to focus on other channels, and we prioritize specific SEO strategies and work on implementing both on-page and technical SEO, such as the optimization of meta tags.
Thanks to our concept and approach, we were able to increase visibility by 300% by the end of the year (2 months after our launch).
As part of the monthly SEO optimization, the following services were performed on a monthly basis:
and much more.
The main goal here was to continuously improve page performance.
With our help, Stöckli saw a 20% increase in organic visits from 2021 to 2022, and 63% of Stöckli's most important keywords landed on the first page. The visibility index has increased by 706,56% compared to the start of the collaboration.
| Date | visibility Index | Change (YOY) |
|---|---|---|
| Nov. 2020 | 0.0192 | / |
| Nov. 2021 | 0.3249 | + 1.592,19 % |
| Sep 2022 | 0.477 | + 85,32 % |
| Name | 2016 Visibility Index | 2021 Visibility Index | Change (YOY) |
|---|---|---|---|
| stöckli | 0.0192 | 0.477 | + 2.388,02 % |
| Competitor 1 | 0.9926 | 1.549 | + 84,39 % |
| Competitor 2 | 2.143 | 1.609 | -24,92% |
SEO Visibility Index stockli.shop
SEO Visibility Index Competitor 1
SEO Visibility Index Competitor 2
SEO Visibility Index stockli.shop
SEO Visibility Index Competitor 1
SEO Visibility Index Competitor 2
We see that stockli.shop has managed to close the gap with the competition from a shop with no traffic whatsoever.
It's worth noting that the other two websites have been online for over 10 years. Now the focus is on further driving Stöckli's growth and, above all, increasing organic sales.
How should the above-mentioned results be evaluated in relation to the revenue of stockli.shop, and what is the actual ROI of these key figures?
Since Stöckli operates in the e-commerce sector, calculating the ROI is very straightforward. Ultimately, the calculation boils down to: "What do I get for my money?" – in other words: For every franc invested, how much do I get back?
To calculate the ROI as accurately as possible, on-site tracking must function perfectly. We have therefore implemented tracking via Google Analytics & Google Tag Manager, ensuring seamless tracking of all website activity. While the primary focus is on orders, important button clicks, emails, and contact forms are also tracked.
Thanks to the implemented tracking, we not only know the exact sales figures, we can even show precisely which channels these were generated through:
According to internal calculations, which we unfortunately cannot list for data protection reasons, We achieve a 3x ROI.
To put this into the proper context, this means that for every franc the customer invests in SEO, 3 francs in revenue was generated.
The fact is: online shops without top Google rankings are rarely, if ever, clicked and can only generate revenue through push (social media ads) or pull (Google Ads) strategies. PPC click prices are becoming increasingly exorbitant, and the bidding war means that you sometimes pay over CHF 10 for a single click. On the other hand, most users click on the organic results, and thus you lose potential customers who are already actively searching for a product or service.
However, one shouldn't limit oneself to organic search engine visibility – generally, one should test multiple channels. In most industries, though, organic search engine traffic is still the highest quality.
I would like to conclude this case study with the following customer feedback: "We have never had so many orders in the summer, and summer is usually a quiet time for us." – And that's SEO: You should appear not only seasonally, but whenever customers search for your products and services.
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