The Client: www.pegolamps.com For over 30 years, Pego Lamps has been a staple in South Florida’s lighting and home decor business. They carry many of the world’s most elite and high quality brands, including Fine Art, Schonbeck, Minka Corbett, Troy, Hudson Valley, just to name a few. From exterior lighting fixtures to the most exquisite chandeliers, the company carries it all. Their knowledgeable and friendly staff makes the overall shopping experience with Pego Lamps a pleasant one.
Pego Lamps approached Paton Marketing with an aim of improving the website’s overall organic and local search traffic and conversions, allowing the consumers to find and engage with the brand and its offerings. Although the company catered to a relatively smaller niche, there were several other companies working in this specific industry and fighting for the top search spots. Pego Lamps, through this SEO campaign, wanted to establish itself as a house-hold name for the lighting and home-decor market in South Florida by effectively offering its products and deals on the website.
Pego Lamps was concerned: with hundreds of lighting and home-decor companies found online, how was it going to stand out amongst the pack? Fortunately, at Paton Marketing, that was the bread and butter of their SEO experts. Unlike the client, the Paton team knew what exactly needed to be done and how. The challenge they faced was twofold: How to help the website gain long-term top search engine rankings, and also how to get the client new business in the short to medium term. They were tasked with making the website in line with the latest Search Engine Optimization best-practices and simultaneously optimizing the website structure and content as per the target audience profile. The primary challenges involved in this SEO project were:
- Pego Lamps had a heavy reliance on traditional and offline marketing, with almost zilch online visibility.
- To make the website search engine friendly with effective on-page and off-page implementation.
- To make the website rank in the local search results for competitive key phrases and also create Google Maps listing.
The Paton Marketing Solution
The Paton Marketing team started the campaign by providing the client with a detailed technical SEO and website architecture audit report with recommendations and a planned implementation roadmap. They mapped relevant keywords and phrases to personas in the buying cycle and linked those to the client’s offerings. On-site, they revised the Meta titles and descriptions as well as the image and video tags. This was followed by revamping the website content to ensure an optimal keyword density on each page. Off-site, Pego Lamps web presence was enhanced through an efficient utilization of guest-blogging, press release and directory submission activities. A host of quality back-linking practices were deployed in order to ensure that all the links the website contained look natural and accrue benefit to Pego Lamps.
As a result of the Paton Marketing SEO campaign, the client has confirmed the below mentioned noticeable improvements in their website and its traffic: 1. Improved Overall Search Visibility Only within a few months from the start of the campaign, the client’s website hit the first page of search results and still retains most of the rankings, as can be seen in the below table: 2. Optimized Website Traffic As can be seen in the table, the quantity as well as quality of the traffic to the client’s website improved drastically: 3. Higher Visitor Engagement The average time spent per visit on the website was improved by 21.52%. The average pages viewed per visit increased by nearly 7%. On the other hand, the average visitor bounce rate on the website was brought down considerably. This resulted in a higher level of user engagement on the website and ultimately improved the website’s revenue figures. With this campaign, Pego Lamps achieved an equally profitable web arm for its business.