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GAP, Inc. one of the world’s most recognizable brands,looks to iProspect to employ Google Site Links in an effort to better understand the impact of increased share of voice on click-through-rate (CTR), conversion rate and demand on SEM campaigns.

Challenge:

In-depth testing of Google Site Links was needed to determine the impact on SEO; true attribution of traffic and demand while continuing to ensure that the Site Links volume was accretive and that the targeted nature of the links improved conversion.

Results:

54% lift
in demand

  • 23% increase in ROAS from when Site Links were not employed
  • 24% increase in clicks to site
  • 16% increase in conversion rate
  • Improved choice and relevancy of Site Links show an increase in site traffi c, demand, conversion rate, return on ad spend (ROAS) and retail price index (RPI) when the results were looked at as a whole (SEO + SEM)
  • Further, in reviewing the channels individually it was determined that Google Site Links provided incremental demand opportunity in both channels together and separately

Strategy:

  • Work with the Google system confi nes (Google does not allow pure A/B testing for Site Links), pulsing GAP ads on and off for almost three months.
  • During this time, we consistently analyzed the resulting data in both the SEO and SEM channels via Omniture reporting.
  • We tracked the evolution of results between both channels, and all fi ve GID brands: Athleta, Banana Republic, Gap, Old Navy and Piperlime.