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Clera Windows + Doors is one of Canada’s largest and most reputable vinyl window manufacturers and installers, with over 40 years of experience servicing home and business owners in Ontario.
In 2020, we noticed a dip in their website traffic and knew we had to find the cause. Overall, we identified three main challenges we needed to solve:
From a technical SEO perspective, Clera Windows had a few core issues like a bad URL change, unnecessary redirects, and a wide variety of crawl errors that caused their site to lose visibility in previous years. We completed an in-depth SEO audit which involved restructuring their Windows section URL structure, eliminating old redirect chains, and improving their website load time across all devices.
From a keyword perspective, Clera had been struggling for a while to rank favourably at home for keywords like “toronto window replacement” and “windows toronto”. To remedy this, we kicked off 2020 with a full on-page audit and rewrite of their location page, improving the presence of relevant search terms in key areas on the page. Once the page was refreshed, we re-submitted it to Google’s index to let them know changes had been made.
Coming off the back of these audits, we decided to continue with our content production throughout 2020, publishing a total of 48 blogs over the course of the year. Topics ranged from glass film to replacement windows to sunroom ideas, with a heavy emphasis on keywords that were gaining a lot of search traffic at the time and how we could tie them to seasonal themes.
Fresh content is one factor that is taken into account by search engines like Google when it comes to determining a page’s ranking in the search results. Google utilizes a variety of algorithms in order to provide users with the most up-to-date information related to their search. We capitalized on its recency bias by publishing a large volume of content for Clera Windows + Doors in 2020.
Clera started off 2020 with 2,970 keywords competing in Google’s organic search results, with 298 of those ranking on page one. By the end of 2020, Clera had 7,971 keywords competing in search with 714 of those ranking on page one, resulting in a growth of 168% across the board.
To add to this, we took their location page from 20th to 1st position for “toronto window replacement” and gained 30+ more top ten rankings in their primary market.
We also saw significant growth in the amount of organic traffic driven to Clera’s website via their blog posts. In 2020, Clera’s blog accounted for 19% of their overall website pageviews, increasing from 14% in 2019. Their consistent organic content efforts earned them more traffic to their blog than any other section on their site.
The three top-performing blogs in 2020 were:
As a legacy client of The Influence Agency, we knew we had to do whatever it took to help Clera get back on track for their organic growth goals.
With a combined effort of technical SEO and blog writing services, we were able to not only gain back the traffic they had lost but take their brand even further than before.
Want to learn how we can do the same for you? Contact us today to get started.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
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Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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