Duluth Trading Company

Ovative’s SEM and SEO teams work hand in hand to prioritize initiatives that boost organic ranking and content, thereby also driving SEM efficiencies.

Scope

Owned Digital Media

Paid Digital Media

Opportunity

Duluth Trading, an apparel retailer selling in-stores, online, and via catalog, has been running their media through Ovative for 5 years. Ovative’s SEM and SEO teams work hand in hand to prioritize initiatives that boost organic ranking and content, thereby also driving SEM efficiencies. Ovative developed a sub-category page for cargo pants to boost SEO ranks and increase SEM quality score & conversion rates. 

Impact

25% increase in paid search revenue while maintaining same ROAS​

​40% growth in overall SEM program in YoY revenue

Approach

  1. Identified SEO opportunities using paid search data, to uncover gaps in organic visibility with high potential to drive sales.​​
  2. Based off paid data – created new pages for SEO ranking opportunities that can also be used in Paid Search. Ex: Men’s Cargo Pants.​
  3. By focusing on select high impact categories, we were able to drive users to a better landing page experience which both scaled conversion rates and lower CPCs.

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